India’s New E-Commerce Rules Raise Compliance Requirements for Online Platforms

The Department of Consumer Affairs has introduced several critical changes to India’s e-commerce consumer protection framework through the Consumer Protection (E-Commerce) (Amendment) Rules 2026. Notified on 9 September 2026, the amendments revise the Consumer Protection (E-Commerce) Rules 2020 and will take effect on 1 January 2027.

The amendments strengthen requirements for price disclosures, dark patterns, search rankings, seller and product information, grievance handling, consumer data use, and platform fees. E-commerce businesses operating in India should review their platforms, contracts, disclosures, and internal processes before the revised requirements take effect.

Key changes under the 2026 e-commerce amendment

Indian regulations recognise two categories of e-commerce entities:

1. Marketplace e-commerce entities: These operate technology platforms that facilitate transactions between buyers and sellers (for example, Amazon, Flipkart, and Zomato).
2. Inventory-based e-commerce entities: These maintain their own stock and sell directly to consumers (for example, Blinkit and BigBasket).

Although both models fall within the definition of an “e-commerce entity”, the definition excludes sellers offering goods or services through these platforms.

The amendments introduce new requirements governing product pricing, platform disclosures, and post-transaction consumer interactions.

Enhanced transparency in product pricing

E-commerce entities must display the “prior price” whenever they advertise a product or service at a discount. The rules define this as the lowest price charged during the preceding 30 days.

This requirement helps consumers assess whether advertised discounts represent genuine price reductions. Businesses should update their pricing systems to capture historical prices accurately and display them wherever required.

E-commerce annual self-audit for dark pattern practices in India

E-commerce entities must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023 and conduct a self-audit at least once a year to verify that their platforms do not contain prohibited dark patterns. They must also prominently display a certificate stating the audit outcome.

Dark patterns are interface or design practices that manipulate or mislead consumers into taking actions they might not otherwise choose. The guidelines identify practices such as false urgency, confirm shaming, forced action, subscription traps, and disguised advertising.

The 2026 Amendment does not prescribe detailed audit methodology, reporting format, or qualifications for the person conducting the assessment. Businesses should therefore document their review methodology, findings, corrective measures, and certification.

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New requirements for search rankings and sponsored results

The amendments expand the definition of “ranking” to include the prominence platforms give to sellers, as well as the visibility and relevance of products and services.

India’s e-commerce platforms must prominently disclose their principal ranking parameters in descending order of importance, distinguish organic search results from paid or promoted placements, and avoid misleading or manipulative practices that influence search results.

Marketplace operators should review their search and recommendation systems to ensure that they document and disclose ranking parameters appropriately.

Mandatory information disclosure

E-commerce entities must prominently display the following information:

• Legal name
• Principal geographic address
• Website details
• Customer-care contact information
• Grievance officer’s contact details

For imported goods or services, platforms must also disclose the importer’s name and relevant details, along with the country of origin.

The amendments do not specify where platforms must display these disclosures. Businesses should make the information accurate, accessible, and easy for consumers to locate.

Additional product information for consumers

Marketplace sellers must provide the following information, where applicable, to help consumers make informed purchasing decisions:

• Best-before or use-before dates
• Return and refund conditions
• Exchange policies
• Warranty and guarantee terms
• Delivery and shipping details
• Return shipping charges
• Available payment methods
• Other comparable product information

For imported packaged goods, platforms must comply with the relevant declaration requirements under the Legal Metrology (Packaged Commodities) Rules, 2011.

From 1 July 2027, India’s e-commerce entities must also provide a searchable and sortable country-of-origin filter for imported products. They must continue to meet applicable food safety requirements, including rules governing best-before and use-before information.

Stronger seller identification requirements

Marketplace platforms must require sellers to provide a government-issued identification number, such as a GST identification number or MSME registration number.

Platforms must prominently display the seller’s identification details, website, and email address. They must also ensure that invoices clearly identify the seller and display the seller’s name in the same font size as the e-commerce entity’s name.

These measures aim to improve seller traceability and help consumers identify the party responsible for a transaction.

Restrictions on consumer data usage by e-commerce entities

Marketplace e-commerce entities cannot use consumer information for common-brand sales or to promote an associated seller without obtaining the consumer’s express and affirmative consent.

Businesses should review their use of consumer data for advertising, cross-selling, affiliated businesses, and common-brand activities. They should also assess their obligations as Data Fiduciaries under the Digital Personal Data Protection Act, 2023, where applicable.

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Restrictions on bundled fees

The amendments prohibit marketplace e-commerce entities operating in India from charging consumers bundled fees for services unrelated to the e-commerce platform, except for fees associated with loyalty or membership programmes.

Platforms should review their checkout processes, convenience charges, optional services, and membership structures to identify charges that may fall within this restriction.

What e-commerce businesses in India should do before 1 January 2027

Businesses should use the transition period to address compliance gaps across their operations. Key priorities include the following:

• Pricing: Ensure that systems capture the lowest price charged during the preceding 30 days and display it when required for discounted products or services.
• Platform design: Conduct annual dark-pattern audits, document findings, implement corrective measures, and prepare the required certification.
• Search and ranking: Document ranking parameters and distinguish organic results from paid placements.
• Consumer disclosures: Update websites and apps to display mandatory corporate, seller, product, importer, and country-of-origin information.
• Seller onboarding: Revise seller agreements and onboarding procedures to collect the required identification and contact details.
• Grievance management: Prepare for mandatory integration with the National Consumer Helpline (NCH) and update complaint-handling procedures to provide consumers with copies of recorded complaints.
• Data practices: Review the use of consumer information for affiliated sellers and promotional activities, and implement the required consent mechanisms.
• Fees: Assess checkout and membership structures for charges covered by the revised restrictions.

Increased compliance focus on India’s e-commerce platforms

The 2026 e-commerce amendments strengthen consumer protection in India’s digital marketplace by addressing pricing transparency, platform design, search rankings, seller identification, data use, and grievance handling. They also build on the Central Consumer Protection Authority’s enforcement efforts concerning dark patterns, misleading advertising, and other consumer protection violations.

E-commerce entities should coordinate their legal, compliance, technology, product, marketing, and customer-service teams to implement the necessary changes before the revised rules take effect on 1 January 2027.