Most large e-commerce firms previously exploited loopholes in existing FDI rules and created complex structures to get around the norms. For instance, when the government put rules in place that restricted large sellers on platforms such as Flipkart and Amazon from contributing more than 25% of sales, online retailers set up complex structures to get around those loopholes by mandating other sellers to buy from those large sellers and then in turn sell those products on online marketplaces. In other instances, large sellers formed multiple entities, which sold their products separately on online marketplaces.