Archive · 24 Sep 2026
CAIT Welcomes New E-Commerce Rules, Seeks Tougher Platform Action
India has created new rules for online shopping platforms.
The rules will start on January 1, 2027.
Websites must clearly identify sponsored listings and show useful information to shoppers.
They must also display the lowest price a product had during the previous 30 days when advertising a discount.
Platforms must follow safeguards against tricks called dark patterns.
They will join the National Consumer Helpline system to help resolve complaints.
The government said the helpline received more than 1.7 million complaints in 2025, with about 29 percent related to online shopping.
The Confederation of All India Traders supports the changes but wants even stronger rules against unfair pricing and search practices.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will take effect on January 1, 2027.
The rules require greater transparency in sponsored listings, search results, discounts and consumer information.
Platforms must join the National Consumer Helpline convergence process and provide complainants copies of recorded complaints.
Discounted products must show the lowest price offered during the previous 30 days.
CAIT welcomed the reforms but sought stronger action against predatory pricing, search manipulation and preferential seller treatment.
- Who
- The Department of Consumer Affairs, e-commerce platforms, the Confederation of All India Traders and Praveen Khandelwal are central to the announcement.
- What
- The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introduce transparency, discount-disclosure, grievance-redressal and consumer-data safeguards.
- When
- The rules were notified in 2026 and will come into force on January 1, 2027; the cited grievance figures are from 2025.
- Where
- The rules apply to India’s digital commerce platforms, and the National Consumer Helpline system operates nationally.
- Why
- The measures aim to improve consumer protection and make digital marketplaces more transparent and accountable.
Reforms Improve Consumer Protection
Stronger Structural Action Is Needed
Adequacy of the new rules
Reforms Improve Consumer Protection
The Department of Consumer Affairs’ amendments establish greater transparency, discount disclosures, dark-pattern safeguards and stronger complaint handling.
Stronger Structural Action Is Needed
CAIT says a second phase of structural reforms is still needed to address deep discounting, opaque algorithms, search manipulation and preferential treatment of selected sellers.
Measuring e-commerce success
Reforms Improve Consumer Protection
The reforms are presented as supporting a transparent and accountable digital marketplace while protecting consumers.
Stronger Structural Action Is Needed
CAIT says success should also be measured by whether digital commerce gives traditional traders, women entrepreneurs and MSMEs an equitable opportunity.
- Effective date
- January 1, 2027
- Grievances received by NCH in 2025
- 17,71,622
- E-commerce-related grievances
- 5,11,196, or around 29 percent
- Discount disclosure
- Platforms must show the lowest price offered during the preceding 30 days.
- Platform obligations
- Greater transparency in sponsored listings and search results, annual self-audits and compliance certificates.
- Consumer support
- E-commerce entities must become partners in the National Consumer Helpline convergence process.
- CAIT position
- Welcomes the amendments but seeks tougher action against predatory pricing, search manipulation and preferential treatment.