Online shopping in India is set for tighter consumer-protection rules. The government has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing stronger requirements around grievances, sponsored listings, search rankings, price reductions, dark patterns and seller disclosures.

The new rules will come into force from January 1, 2027, giving e-commerce platforms time to make the required changes.

What will change for online shoppers?

One of the key objectives is to make online marketplaces more transparent. Consumers often make purchasing decisions based on how products appear in search results, whether a discount looks attractive or whether a particular listing appears to be recommended.

The amended framework seeks to strengthen transparency around these digital practices and make platforms more accountable for the way information is presented to consumers.

Be careful with big discount claims

Discounts are one of the biggest attractions of online shopping. However, consumers can sometimes find it difficult to determine whether a displayed price reduction represents a genuine saving.

The amended rules specifically address price reductions, which could bring greater transparency to the way discounts are presented on e-commerce platforms.

Sponsored products and search results under scrutiny

When you search for a product online, the first result is not necessarily the product that best matches your requirements. Some listings may be promoted or sponsored.

The new rules include provisions concerning search results and sponsored listings, aimed at making the digital marketplace more transparent for consumers.

Dark patterns also remain a focus

Another important area covered by the amendments is dark patterns.

These are interface or design practices that can manipulate users into making choices they may not otherwise have made—for example, through confusing buttons, misleading options or difficult cancellation processes.

The government says the amended framework is intended to strengthen consumer protection against emerging concerns in the digital marketplace.

Sellers will also face greater transparency requirements

The amendments also strengthen provisions relating to seller disclosures. This is important because consumers need adequate information about who is actually selling a product on a marketplace.

Better disclosure can help shoppers make more informed decisions, particularly when multiple sellers offer apparently identical products at very different prices.

What should shoppers do?

Even with stronger rules, consumers should continue to be careful while shopping online:

• Compare prices across multiple platforms.
• Check the seller's identity and ratings.
• Read the return and refund conditions before ordering.
• Don't assume that the highest search result is the best deal.
• Look carefully at whether a listing is sponsored.
• Check the final price before making payment.
• Be cautious of countdown timers and "limited-time" offers that pressure you into purchasing immediately.