Anti-trust algorithms drive online sales

Investigations are required in India and other emerging economies to ensure that algorithm-led personalised pricing in e-commerce is not harmful

The pro-gun lobby in the US has a favourite statement. Guns don’t kill people, people kill people. 

It appears that e-commerce giants have a similar motto. Algorithms don't choose for the consumer; consumers choose for themselves. 

Until recently unfair market practice in the retail sector largely revolved around predatory pricing. In some case, it involved using market muscle to prevent rivals from expanding their consumer base. 

Today, unfair market practices are often baked into the business model using tech-based platforms of e-commerce companies. Anti-trust authorities in most free-market economies including India are trying to peek under the hood of the engines that run