Online shopping in India is set for a major regulatory overhaul, with new rules aimed at making e-commerce platforms more transparent and consumer-friendly.
The government has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing tighter requirements for discount claims, search rankings, sponsored products, dark patterns, imported goods and product disclosures.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will take effect from January 1, 2027, giving online marketplaces time to update their systems and practices.
The changes are designed to help consumers understand what they are buying, identify paid promotions more easily and avoid potentially misleading online shopping practices.
Here are the key changes shoppers should know.
1. Discount Claims Must Show the Actual Previous Price
One of the biggest changes relates to online discounts.
When an e-commerce platform advertises a product at a reduced price, it will have to display the discounted price along with the prior price.
Under the amended rules, the prior price will mean the lowest price at which that product was sold during the 30 days preceding the discount announcement.
For shoppers, this could make it easier to determine whether a “limited-time” offer or large percentage discount represents a genuine saving.
2. Platforms Cannot Manipulate Search Results
E-commerce websites will face stricter requirements around how products are ranked and displayed in search results.
Platforms will not be permitted to manipulate search results in a manner that could mislead consumers or reduce the relevance of products to their search queries.
In practical terms, shoppers should have greater clarity that the products appearing in response to a search have not been deliberately rearranged in a misleading manner.
3. Sponsored Products Must Be Clearly Marked
Paid product placements will also come under greater scrutiny.
If a product appears in search results or another section of an e-commerce platform because the seller has paid for its promotion, that fact must be clearly and prominently disclosed.
This distinction is important because consumers will be able to tell the difference between products shown because they match a search and those receiving visibility through paid advertising.
4. New Compliance Requirements for Dark Patterns
The amended rules also strengthen the focus on dark patterns, which are interface or design techniques that can push consumers towards decisions they may not have otherwise made.
E-commerce businesses will be required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
In addition, companies will have to conduct a self-audit every year and display a certificate confirming compliance.
The move is intended to discourage online practices that could manipulate shoppers or make it difficult for them to make independent choices.
5. Imported Products Must Reveal Country of Origin
Consumers buying imported products will get more information about the product’s source.
E-commerce platforms will be required to provide details about the importer as well as the country of origin for imported goods.
This could help buyers understand where a product comes from and identify the entity responsible for bringing it into the Indian market.
6. More Product Details Must Be Available Before Purchase
Marketplace platforms will also have to provide consumers with important information before they complete a purchase.
The required details can include:
- Best-before or use-before dates
- Return and refund policies
- Warranty information
- Delivery-related details
- Payment information
Such disclosures can be particularly important when shoppers are purchasing products with limited shelf lives or items where warranty and return conditions can influence the buying decision.
7. Consumer Data and Additional Fees Face Tighter Restrictions
The new rules also introduce restrictions concerning the use of consumer information.
E-commerce platforms will not be allowed to use consumer data for specified purposes without obtaining the user’s express and affirmative consent.
The rules also restrict marketplaces from charging consumers bundled fees for services that are unrelated to the e-commerce platform. An exception has been made for loyalty and membership programmes.
This is aimed at giving consumers greater control over how their information is used and preventing unexpected charges from being added to transactions.
E-Commerce Platforms Must Connect With National Consumer Helpline
Another important requirement is that every e-commerce entity will have to participate as a partner in the convergence process of the National Consumer Helpline (NCH).
The government says the broader objective is to establish an e-commerce environment that is more transparent, accountable and focused on consumer interests.
New Rules Take Effect From January 2027
The amended e-commerce rules will come into force on January 1, 2027.
The additional time before implementation is intended to allow online marketplaces and other e-commerce businesses to modify their technology, disclosures, compliance systems and internal processes.
For consumers, the changes could mean greater transparency when comparing prices, identifying sponsored products, checking product details and understanding how online platforms use their information.
Overall, the new framework seeks to make India’s rapidly expanding online shopping ecosystem more transparent and give consumers better information before they make a purchase.