22/09/2026
E-Commerce in India is entering a more transparent regulatory phase.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 have introduced several important compliance requirements for e-commerce entities and marketplace platforms.
The amended framework will come into force from 1 January 2027.
Key changes businesses should know:
🔹 Discount transparency
When a price reduction is advertised, platforms must display the reduced price along with the prior price, defined as the lowest price offered during the preceding 30 days.
🔹 Search result transparency
E-commerce entities cannot manipulate search results in a manner that misleads consumers or affects the relevance of results.
🔹 Sponsored listings
Paid or sponsored listings must carry clear and prominent disclosures.
🔹 Dark pattern compliance
Platforms must comply with the Dark Patterns Guidelines, 2023, conduct an annual self-audit, and prominently display a compliance certificate.
🔹 Stronger grievance redressal
Consumers must receive a copy of the complaint as recorded by the grievance officer.
🔹 National Consumer Helpline
E-commerce entities will be required to participate in the convergence process of the National Consumer Helpline (NCH).
🔹 Greater seller & product disclosures
Information relating to return/refund policies, warranty, delivery, payment terms, best-before/use-before dates and other relevant details will need to be provided.
🔹 Imported products
Importer details and country of origin will have to be disclosed for imported goods.
🔹 Consumer data
Specified uses of consumer information will require express and affirmative consent.
🔹 Restrictions on unrelated bundled fees
Marketplace entities will face restrictions on collecting bundled fees for services unrelated to the e-commerce platform, subject to specified exceptions.
What does this mean for businesses?
For e-commerce platforms and marketplace operators, the next few months should be used to review:
Pricing practices | Search & ranking mechanisms | Sponsored listings | Dark-pattern compliance | Seller disclosures | Grievance mechanisms | Data usage | Consumer-facing disclosures
The shift is not merely about changing website disclosures. It calls for a broader review of business processes, technology, consumer communication and compliance controls.
With the rules taking effect from 1 January 2027, businesses have a defined window to assess their existing framework and prepare for implementation.
Corporate compliance is increasingly becoming an integral part of digital business operations.
