Online shoppers will see several changes from January 1, 2027, as the government’s amended Consumer Protection (E-Commerce) Rules, 2026 come into force.

The changes are designed to improve transparency around online listings, sponsored products, discounts and consumer complaints.

What Is Changing?

The amended rules introduce additional responsibilities for e-commerce platforms.

Among other changes, platforms will have to provide clearer information to consumers and strengthen their connection with the National Consumer Helpline.

The new provisions will come into effect from January 1, 2027.

Sponsored Products Must Be Clearly Identified

When shoppers search for a product, some results may be promoted or sponsored by sellers.

Under the amended rules, sponsored listings will have to be identified through clear and prominent disclosures.

This can help consumers distinguish between ordinary search results and paid placements.

More Transparency Around Discounts

Online shoppers often see products advertised with phrases such as "50% off" or "limited-time discount."

The amended rules require both the reduced price and the previous price to be displayed when a price reduction is announced.

This gives consumers more information when evaluating whether a discount represents a genuine reduction.

Search Results Cannot Be Manipulated

The new rules also address the way products appear in search results.

E-commerce entities will not be permitted to manipulate search results in a way that misleads users or reduces the relevance of results to their search query.

For consumers, this is particularly relevant when searching for products on large shopping platforms.

Consumer Complaints Get More Transparency

Another important change concerns complaints submitted to e-commerce platforms.

The amended rules require e-commerce entities to provide the complainant with a copy of the complaint as recorded by the platform's grievance officer.

This can give consumers a clearer record of the complaint they have submitted.

National Consumer Helpline Connection

The amended rules also require e-commerce entities to become partners in the convergence process of the National Consumer Helpline.

The government said the National Consumer Helpline received more than 17.7 lakh grievances during 2025, with around 29% relating to the e-commerce sector.

What Should Online Shoppers Do?

Even with stronger consumer-protection rules, shoppers should continue following basic precautions.

Before placing an order:

• Compare the final price across platforms.

• Check seller ratings and reviews.

• Read the return and refund conditions.

• Look carefully at delivery charges and other additional fees.

• Check whether a product listing is sponsored.

• Save invoices and order details for expensive purchases.

Why This Matters

Online shopping has become an important part of everyday life, but consumers can sometimes find it difficult to understand how products are ranked, advertised and discounted.

The amended rules are intended to make digital marketplaces more transparent and strengthen mechanisms for resolving consumer complaints.

The changes will take effect from January 1, 2027, so shoppers can expect the new requirements to become increasingly visible on e-commerce platforms as implementation begins.