Description: This report examines the extent to which Indian MSMEs rely on personalised advertising on large digital platforms such as social media, e-commerce, and search engines for their internationalisation. Drawing on survey data from 102 MSMEs across India, it evaluates how social media, e-commerce, and search engines lower customer acquisition costs, widen access to market information, and strengthen global competitiveness. The report also examines how emerging ex-ante competition regimes, such as the EU’s Digital Markets Act and India’s Draft Digital Competition Bill, could disrupt targeted advertising and, in turn, act as a non-tariff barrier for MSMEs seeking to internationalise. It highlights the need for policymakers to reassess rules that may unintentionally constrain the global ambitions of Indian MSMEs.
Attribution: Tamanna Sharma, Meghna Bal, and Dr Vikash Gautam. A Survey Based Assessment Of The Impact Of Digital Competition Laws On The Internationalisation Of MSMEs. November 2025, Esya Centre.