Archive · 11 Sep 2026
India Tightens E-Commerce Rules on Prices, Search and Transparency
India has made new rules for online shopping companies.
The rules start on January 1, 2027.
When a website announces a discount, it must show the sale price and the lowest price from the previous 30 days.
Websites must not change search results in ways that trick shoppers or make results less useful.
Paid listings must be clearly marked as sponsored.
Companies must help the National Consumer Helpline and give shoppers copies of recorded complaints.
They must also provide information about sellers, products, returns, delivery and payments.
Companies must check for dark patterns every year, ask for clear permission for certain data uses and disclose details about imported goods.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will take effect on January 1, 2027.
Platforms must show a discounted price alongside the lowest price charged during the previous 30 days.
Search results cannot be manipulated to mislead users or reduce relevance, and sponsored listings must be clearly identified.
E-commerce entities must join the National Consumer Helpline convergence process and give consumers copies of complaints recorded by grievance officers.
Platforms must disclose seller, product and imported-goods information, audit for dark patterns annually, obtain affirmative consent for specified data uses and avoid unrelated bundled fees.
- Who
- The Department of Consumer Affairs, e-commerce entities and consumers are affected by the rules.
- What
- The government has introduced new requirements covering discounts, search rankings, sponsored listings, complaints, dark patterns, data use and marketplace disclosures.
- When
- The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will come into force on January 1, 2027.
- Where
- The rules apply to e-commerce entities operating under India's consumer-protection framework.
- Why
- The Department of Consumer Affairs said the changes address evolving business models, digital practices and consumer expectations while improving transparency, accountability and consumer protection.
- Effective date
- January 1, 2027
- Underlying framework
- Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019
- National Consumer Helpline grievances
- 17,71,622 grievances were received in 2025
- E-commerce share
- 5,11,196 grievances, or about 29%, were related to e-commerce
- Discount disclosure
- The prior price must be the lowest price offered during the preceding 30 days
- Dark-pattern compliance
- Entities must follow the 2023 guidelines, conduct yearly self-audits and display a compliance certificate
- Imported goods
- Platforms must disclose importer details and the country of origin
- Description discrepancy
- Department statements describe the measure as an amendment to the 2020 rules, while one report says the new rules will replace them
