<h1>Data-driven market power requires competition oversight to prevent platform dominance and preserve contestability and protect incentives for innovation.</h1> E-commerce data and technology can create data-driven market power for platforms, requiring CCI and other regulators to oversee platform practices-including platform-to-business terms, discounting and platform neutrality-to prevent concentration and preserve contestability. Market studies and stakeholder engagement are urged to inform evidence-based, proportionate interventions that protect innovation incentives and ensure competition across online and offline interfaces.