Agencies / New Delhi:
Online shopping in India is set for a significant regulatory overhaul, with consumers likely to see changes in the way e-commerce platforms display prices, discounts, search results, sponsored products and other product information from January next year.
The government has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing stricter requirements aimed at making online shopping more transparent and ensuring that consumers are better informed before making purchasing decisions.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force from January 1, 2027, the Department of Consumer Affairs said on Thursday.
The amendments seek to address concerns over misleading discounts, manipulated search results, undisclosed paid promotions, deceptive interface designs known as “dark patterns” and the use of consumer data by e-commerce platforms.
Here is what the new rules will mean for online shoppers:
One of the most significant changes relates to discount advertisements.
Whenever an e-commerce platform announces a price reduction, it will be required to display both the discounted price and the “prior price.”
The prior price has been defined as the lowest price at which the product was offered during the 30 days preceding the announcement of the discount.
The provision is intended to help consumers determine whether a promotional discount represents a genuine price reduction rather than an inflated “before” price used to make a discount appear larger.
The amended rules also seek to prevent platforms from manipulating search results in ways that could mislead consumers.
E-commerce entities will not be permitted to deliberately alter the relevance or presentation of search results in a manner that deceives shoppers or unfairly influences their purchasing decisions.
The move is aimed at making online searches more meaningful and ensuring that consumers are not unknowingly pushed towards particular products through deceptive ranking practices.
Consumers will also get greater clarity when products appear in search results or other sections of an e-commerce platform because they have been paid for or sponsored.
Under the amended rules, sponsored listings will have to carry clear and prominent disclosures.
This will allow shoppers to distinguish between products that appear because they are relevant to their search and those that have been promoted through paid placement.
The government has also tightened provisions relating to dark patterns—deceptive or manipulative design practices that can influence consumers into making choices they may not otherwise have made.
E-commerce companies will be required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
In addition, e-commerce entities will have to conduct a yearly self-audit and display a certificate of compliance, adding another layer of accountability to their digital operations.
For imported products, consumers will be able to access information about the importer as well as the country of origin.
The requirement is intended to provide shoppers with greater clarity about where products come from and which entity is responsible for bringing them into the Indian market.
Marketplace e-commerce platforms will also be required to provide important product information to help consumers make informed purchasing decisions.
This is particularly significant for products where information such as expiry dates or use-before dates can directly influence whether a consumer chooses to purchase an item.
The emphasis is on ensuring that important information is available to consumers before, rather than after, a purchase is completed.
The amendments also introduce safeguards concerning the use of consumer information.
E-commerce platforms will not be permitted to use consumer information for specified purposes without obtaining the consumer’s express and affirmative consent.
The rules also prohibit platforms from collecting bundled fees for services unrelated to the e-commerce platform, except in cases involving loyalty or membership programmes.
Another important provision requires e-commerce entities to become partners in the convergence process of the National Consumer Helpline (NCH).
The move is intended to strengthen the mechanism through which consumer complaints can be addressed and resolved.
For consumers, the new rules could bring greater transparency to one of the fastest-growing parts of the Indian economy.
A shopper comparing two products should have clearer information about the actual discount being offered. A consumer looking at search results should be able to identify sponsored products. Someone purchasing an imported product should know its country of origin and importer.
More importantly, consumers should have greater protection against digital techniques designed to rush, pressure or manipulate them into making purchases.
The amendments place greater responsibility on e-commerce companies to ensure that their platforms are not merely convenient, but also transparent and accountable.
With the rules coming into effect on January 1, 2027, e-commerce companies have time to modify their platforms, advertising practices, search systems and consumer-information processes to comply with the new requirements.
For millions of Indians who increasingly rely on their phones and computers for everything from groceries and clothing to electronics and household goods, the changes could make the online shopping experience clearer, fairer and more transparent.
