The Department of Consumer Affairs has notified Consumer Protection (E-Commerce) (Amendment) Rules, 2026 to strengthen consumer rights, promote fair digital trade and curb deceptive practices while maintaining ease of doing business.
Key Provisions
| Area | Key provision |
| Effective date | Rules come into force from 1 January 2027 under the Consumer Protection Act, 2019. |
| Grievance redressal | E-commerce entities must participate in the National Consumer Helpline (NCH) convergence process. |
| Search & pricing | Platforms cannot manipulate search results; sponsored listings must be clearly identified. During promotional sales, the lowest price charged in the previous 30 days must be displayed. |
| Dark patterns | Platforms must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct a yearly self-audit and display a compliance certificate. |
| Consumer data | Consumer information cannot be used for specified purposes without express and affirmative consent. |
| Product information | Marketplaces must disclose best-before dates, return/refund policies, importer details and country of origin for imported products. |
| Anti-bundling | Platforms cannot impose fees for services unrelated to the platform through forced bundling. Loyalty/membership programmes are exempted. |
Consumer Protection Act, 2019
The Consumer Protection Act, 2019 replaced the 1986 Act and expanded consumer protection to the digital economy, e-commerce, direct selling and misleading advertisements.
It created the Central Consumer Protection Authority (CCPA) with suo motu powers to investigate unfair trade practices, order product recalls, act against misleading advertisements and hold e-commerce platforms accountable.
The Act also strengthened the three-tier consumer dispute redressal system—District, State and National Commissions. Important reforms include:
- e-Daakhil portal for filing consumer complaints online across India.
- Zero filing fee for cases involving consideration up to ₹5 lakh.
- Complaints are deemed admissible if their admissibility is not decided within 21 days.
India’s E-Commerce Sector
India’s e-commerce market was valued at around US$125 billion in 2024 and is projected to reach US$345 billion by 2030, implying a CAGR of 18.4%.
India had approximately 290–300 million online shoppers in 2025. Tier-2 and smaller cities accounted for nearly 65% of incremental shoppers, although online-shopper penetration in smaller cities remains only around 25–30% of internet users.
India is now the third-largest online shopper base globally, after China and the US. Growth has been supported by expanding internet access, rising incomes and affordable data.
Major E-Commerce Models
| Model | Meaning & examples |
| B2C | Businesses sell directly to consumers; e.g. Amazon, Flipkart and Myntra. |
| B2B | Businesses transact with other businesses, including procurement of raw materials, machinery and supplies. Udaan and Alibaba are examples. 100% FDI is permitted in B2B e-commerce. |
| C2C | Individuals sell directly to other individuals through platforms such as OLX and Quikr. |
| B2A / C2A | Transactions involving businesses/consumers and government administration. Government e-Marketplace (GeM) is an example of B2A for government procurement. |
Government Measures Supporting E-Commerce
- Government e-Marketplace (GeM): Digital platform for government procurement of goods and services.
- Draft National E-Commerce Policy, 2019: Addresses data localisation, consumer protection, intellectual property and competition.
- Open Network for Digital Commerce (ONDC): A decentralised digital commerce network intended to reduce the cost of doing business for retailers.
- FDI policy: 100% FDI is permitted in B2B e-commerce and the marketplace model, subject to applicable conditions.
- National Logistics Policy and Digital India: Support the sector through improved logistics, connectivity and wider digital access.