Online shoppers in India will see several changes in how e-commerce platforms display prices, discounts, search results and sponsored products from next year.
The government has amended the Consumer Protection
(E-Commerce) Rules, 2020, to tighten rules around price transparency, sponsored listings, search result manipulation and “dark patterns” used by online platforms.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will come into force from January 1, 2027, the Department of Consumer Affairs said on Thursday.
The changes are aimed at making online shopping more transparent and helping consumers make informed decisions while also ensuring greater accountability for e-commerce companies.
Here’s what the new rules mean for online shoppers.
Discounts Will Have To Show The Real Previous Price
One of the key changes concerns how discounts are advertised.
Whenever an e-commerce platform announces a price cut, it will have to show both the discounted price and the “prior price”.
The prior price has been defined as the lowest price at which the product was offered during the 30 days before the discount was announced.
This is intended to give shoppers a clearer picture of whether a claimed discount represents a genuine price reduction.
Search Results Cannot Be Manipulated
E-commerce platforms will not be allowed to manipulate search results in a way that misleads consumers or affects the relevance of results to their search query.
This means platforms will have to ensure that the products appearing in search results are not deliberately arranged or altered in a way that could mislead shoppers.
Sponsored Products Must Be Clearly Identified
If a product appears in search results or other parts of a shopping platform because it is sponsored, consumers will have to be told clearly.
The amended rules require sponsored listings to carry clear and prominent disclosures.
This will help shoppers distinguish between products appearing because they are relevant to their search and those promoted through paid placements.
Stricter Rules On ‘Dark Patterns’
E-commerce companies will also have to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
Dark patterns are design practices that can influence or manipulate consumers into making choices they may not otherwise have made.
Under the new rules, e-commerce entities will have to conduct a yearly self-audit and display a certificate of compliance.
Imported Products: Country Of Origin To Be Disclosed
For imported products, shoppers will be able to see details of the importer as well as the country of origin.
The requirement is aimed at giving consumers more information about where products come from and who is responsible for importing them.
More Product Information Before You Buy
Marketplace e-commerce platforms will have to provide important product information to help consumers make better purchase decisions.
This will include details such as:
* Best before or use before dates
* Return and refund policies
* Warranty details
* Delivery information
* Payment-related information
The changes are particularly relevant for products where expiry or use-before dates can influence a purchase decision.
No Bundled Fees Without Consent
The amended rules also place restrictions on how marketplace e-commerce entities use consumer information.
Platforms cannot use consumer information for specified purposes without the consumer’s express and affirmative consent.
They will also be barred from collecting bundled fees for services unrelated to the e-commerce platform, except in the case of loyalty or membership programmes.
E-Commerce Companies To Join National Consumer Helpline Process
Every e-commerce entity will also be required to become a partner in the convergence process of the National Consumer Helpline (NCH).
The government said the broader objective of the amendments is to create a more transparent, accountable and consumer-centric e-commerce ecosystem.
The new rules will come into effect on January 1, 2027, giving e-commerce companies time to make the necessary changes to their platforms and processes.
This version keeps the legal details but makes each change answer the shopper’s main question: “How does this affect me when I shop online?”
