The Union government has tightened India's e-commerce rules, bringing stricter requirements for online platforms on consumer complaints, search rankings, sponsored listings, discounts, dark patterns, seller disclosures and the use of customer data.
The department of consumer affairs on Thursday notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, amending the framework introduced in 2020. The new rules will come into force from 1 January 2027.
The amendments are aimed at strengthening consumer protection while avoiding what the government described as unnecessary regulatory burdens on e-commerce businesses. The revised framework seeks to keep pace with evolving digital business models and practices while providing platforms with greater clarity on their obligations.
A major change requires every e-commerce entity to become a partner in the convergence process of the national consumer helpline (NCH), linking online marketplaces more closely with the national consumer grievance redressal system.
The move comes against a backdrop of a large volume of complaints related to online commerce. The NCH received 1,771,622 grievances in 2025, of which 511,196, or around 29%, were related to the e-commerce sector, according to the Department of Consumer Affairs.
Platforms Cannot Manipulate Search Results
The amended rules prohibit e-commerce entities from manipulating search results in a way that misleads consumers or reduces the relevance of results to their search queries.
The provision is significant for online marketplaces where product visibility can be influenced by commercial arrangements, ranking mechanisms and platform algorithms.
The rules also require sponsored listings to be clearly and prominently identified. This is intended to ensure that consumers can distinguish paid placements from ordinary search results or product recommendations.
New Rules for Discounts and Price Cuts
Online platforms announcing price reductions must show both the discounted price and the prior price.
The government has defined the prior price as the lowest price at which the product or service was offered during the 30 days preceding the price reduction announcement.
The requirement is designed to give consumers a clearer basis for assessing whether an advertised discount represents a genuine reduction rather than simply comparing the current price with an inflated or arbitrary reference price.
Dark Patterns Face Annual Compliance Checks
The amended rules also place fresh compliance obligations on e-commerce entities over the use of dark patterns — interface and design practices that can manipulate or steer consumers towards decisions they may not otherwise have made.
Platforms will have to comply with the guidelines for the prevention and regulation of dark patterns, 2023. They will also be required to conduct a self-audit every year and prominently display a certificate confirming compliance.
The move brings dark-pattern practices more directly into the e-commerce compliance framework, increasing platforms' accountability for how consumers are presented with choices online.
More Information on Products and Sellers
Marketplace e-commerce entities will have to provide consumers with key information needed to make informed purchasing decisions. This includes details such as best-before or use-before dates, return and refund policies, warranties, delivery terms and payment information.
For imported goods, marketplaces will also have to disclose the importer's details and the country of origin.
The rules further restrict the use of consumer information by marketplace platforms for specified purposes unless the consumer has provided express and affirmative consent.
Restrictions on Bundled Fees
The amended framework also addresses charges bundled with e-commerce services. Marketplace platforms will not be permitted to collect bundled fees for services unrelated to the e-commerce platform, except for loyalty or membership programmes.
The provision is intended to give consumers greater clarity about the charges associated with online transactions and to prevent unrelated services from being bundled into the cost of an e-commerce transaction without adequate justification.
Consumers To Receive Copy of Complaints
The rules also strengthen the grievance redressal process. When a consumer files a complaint, the e-commerce entity's grievance officer must provide the complainant with a copy of the complaint as recorded by the officer.
The government said the changes are intended to make the online marketplace more transparent and accountable while ensuring that businesses have clearer rules to follow.
"The amended Rules seek to establish a more transparent, accountable and consumer-centric e-commerce ecosystem," the department of consumer affairs said, adding that the framework was also intended to provide a level playing field for businesses operating in the digital marketplace.
The amendments come as India's e-commerce sector continues to expand rapidly, with consumers increasingly relying on digital platforms for everything from groceries and electronics to travel and financial services.
The government said its objective was to ensure that growth and innovation in the sector are accompanied by fair business practices, transparency and effective consumer protection.
With the amended rules taking effect from 1 January 2027, e-commerce companies will have to prepare for tighter scrutiny of how they rank and advertise products, present discounts, collect and use consumer information, disclose seller and product details and handle customer complaints.
