After announcing the proposed ecommerce policy and revised FDI norms for the sector, the government is looking to appoint an ecommerce regulator. The ecommerce policy was announced after small traders complained of dwindling business due to deep online discounts. The new rules announced on Wednesday bar online retailers from selling products of companies in which they own stakes. They also disallow exclusive tie-ups between e-commerce firms and vendors. Also, if a vendor sells more than 25% of its ware through any e-commerce marketplace, the latter will be deemed to have an inventory model in which FDI is not allowed.