New Delhi: The Department of Consumer Affairs, Government of India, has amended the E-Commerce Rules through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, aimed at strengthening consumer protection and promoting a transparent and balanced regulatory framework for the e-commerce sector.
The amended E-Commerce Rules seek to address emerging consumer concerns in the digital marketplace while taking into account the need for Ease of Doing Business.
The amendments aim to protect consumer interests without imposing unnecessary regulatory burdens on e-commerce entities.
A key provision under the amended E-Commerce Rules requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH).
The move is intended to strengthen the integration of e-commerce platforms with the national consumer grievance redressal mechanism.
During 2025, the NCH received 17,71,622 grievances, of which 5,11,196, or around 29 per cent, related to the e-commerce sector.
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Key Amendments Under E-Commerce Rules
The amended E-Commerce Rules introduce provisions covering consumer complaints, search results, sponsored listings, price reductions, dark patterns, seller disclosures, consumer information, bundled fees and imported goods.
- Consumer Complaints
Under the amended E-Commerce Rules, every e-commerce entity shall provide the complainant with a copy of the complaint as recorded by its grievance officer.
- Search Results
The amended E-Commerce Rules state that e-commerce entities shall not manipulate search results in a manner that misleads users or adversely affects the relevance of results to the user’s search query.
- Sponsored Listings
Under the new E-Commerce Rules, sponsored listings shall be identified through clear and prominent disclosures.
- Price Reductions
The amended E-Commerce Rules provide that where a price reduction is announced, both the reduced price and the prior price shall be displayed.
The “prior price” means the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
- Dark Patterns
The amended E-Commerce Rules require e-commerce entities to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
Entities will also be required to undertake a yearly self-audit and prominently display a certificate of compliance.
- Seller and Product Information
The amended E-Commerce Rules require marketplace e-commerce entities to provide key information to enable informed consumer decisions.
This information includes best before/use before dates, return/refund details, warranty information, delivery details and payment details.
- Consumer Information
Under the amended E-Commerce Rules, marketplace e-commerce entities shall not use consumer information for specified purposes without express and affirmative consent.
- Bundled Fees
The amended E-Commerce Rules state that marketplace e-commerce entities shall not collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
- Imported Goods
The amended E-Commerce Rules require importer details and the country of origin to be disclosed for imported goods.
Strengthening the E-Commerce Framework
The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the framework for safeguarding consumers against unfair trade practices in the e-commerce sector.
The amended rules further strengthen this framework in view of evolving business models, digital practices and consumer expectations.
The amendments seek to establish a more transparent, accountable and consumer-centric e-commerce ecosystem.
At the same time, the rules provide clarity to e-commerce entities on their responsibilities and aim to enable a level-playing field for businesses operating in the digital marketplace.
The Department of Consumer Affairs remains committed to ensuring that the growth and innovation of India’s e-commerce sector is accompanied by effective consumer protection, transparency, fair business practices and Ease of Doing Business.
The amended rules are intended to maintain an appropriate balance between the interests of consumers and e-commerce entities while strengthening transparency and fair business practices in the digital marketplace.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 shall come into force from January 1, 2027.
