India has amended its e-commerce rules to strengthen consumer protection, introducing stricter requirements for search results, sponsored listings, price reductions, dark patterns, seller disclosures and grievance handling from January 1, 2027.
The Department of Consumer Affairs has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing new requirements for online marketplaces and e-commerce entities as the government seeks to improve transparency and consumer protection in India’s rapidly expanding digital marketplace.
The amended rules will come into force from January 1, 2027, and build on the Consumer Protection (E-Commerce) Rules, 2020. The government said the changes have been designed to address emerging digital-marketplace concerns while maintaining ease of doing business and avoiding unnecessary regulatory burdens.
Under the new framework, every e-commerce entity will be required to become a partner in the convergence process of the National Consumer Helpline. The move assumes significance given the volume of complaints linked to online commerce. During 2025, the helpline received 17,71,622 grievances, of which 5,11,196, or around 29%, were related to the e-commerce sector.
The amended rules also prohibit e-commerce entities from manipulating search results in ways that mislead consumers or reduce the relevance of results to their queries. Sponsored listings will have to be clearly and prominently disclosed so consumers can distinguish paid placements from regular results.
Online price reductions will face greater transparency requirements. When a discount is announced, platforms will have to display both the reduced price and the prior price. The prior price will be defined as the lowest price at which the product or service was offered during the preceding 30 days.
The government has also strengthened its approach towards dark patterns. E-commerce entities will have to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct an annual self-audit and prominently display a compliance certificate.
Marketplace platforms will be required to provide consumers with key seller and product information, including best-before or use-before dates, return and refund policies, warranty conditions, delivery details and payment information.
Consumer information cannot be used for specified purposes without express and affirmative consent. The amended rules also restrict marketplaces from collecting bundled fees for services unrelated to their e-commerce platform, subject to specified exceptions for loyalty and membership programmes.
For imported goods, platforms will have to disclose importer details and the country of origin. E-commerce entities must also provide complainants with a copy of complaints as recorded by their grievance officers.
The government said the amendments are intended to create a more transparent, accountable and consumer-centric e-commerce ecosystem while giving businesses greater clarity about their responsibilities.
