E-Commerce Rules Amended to Tighten Consumer Safeguards from 2027

The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, aiming to reinforce consumer safeguards while keeping the regulatory load on online sellers reasonable. The revised rules take effect on January 1, 2027.

A central change requires every e-commerce entity to join the convergence process of the National Consumer Helpline, tying online platforms more closely to the national grievance redress system. The helpline recorded 17,71,622 grievances during 2025, with 5,11,196 — roughly 29 per cent — concerning the e-commerce sector.

What the amendments cover

• Complaints: A grievance officer must give the complainant a copy of the complaint as recorded.
• Search results: Platforms may not manipulate results in ways that mislead users or dilute the relevance of results to a search query.
• Sponsored listings: Such listings must carry clear and prominent disclosures.
• Price reductions: Any announced reduction must show both the reduced price and the prior price, defined as the lowest price at which the goods or services were offered in the 30 days before the announcement.
• Dark patterns: Entities must follow the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct an annual self-audit and display a compliance certificate prominently.
• Seller and product information: Marketplaces must furnish key details such as best before or use before dates, return and refund terms, warranty, delivery and payment information.
• Consumer information: Marketplaces may not use consumer information for specified purposes without express and affirmative consent.
• Bundled fees: Marketplaces may not collect bundled fees for services unrelated to the platform, except under the stated exception for loyalty or membership programmes.
• Imported goods: Importer details and country of origin must be disclosed.

The 2020 rules, notified under the Consumer Protection Act, 2019, form the base framework against unfair trade practices online. The amendments are intended to update that framework for evolving business models and digital practices, offering entities clearer guidance on their obligations while seeking a level playing field across the digital marketplace.