The Department of Consumer Affairs, Government of India, has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026. The amendments aim to strengthen consumer protection while creating a transparent, fair, and balanced regulatory framework for the growing e-commerce sector.

The amended Rules address emerging consumer concerns in the digital marketplace while also considering the importance of Ease of Doing Business. The objective is to safeguard consumer interests without placing unnecessary regulatory burdens on e-commerce businesses.

One of the key changes requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH). This will help strengthen the connection between e-commerce platforms and the national consumer grievance redressal mechanism.

In 2025, the NCH received 17,71,622 consumer grievances, of which 5,11,196 complaints, or approximately 29%, were related to the e-commerce sector.

Key Amendments

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 introduce several important requirements for e-commerce entities, including:

• Consumer complaints: Every e-commerce entity must provide the complainant with a copy of the complaint as recorded by its grievance officer.
• Search results: E-commerce entities must not manipulate search results in a way that misleads consumers or reduces the relevance of the results to their search queries.
• Sponsored listings: Sponsored listings must be clearly and prominently identified so that consumers can distinguish them from regular search results.
• Price reductions: Whenever a price reduction is advertised, both the reduced price and the prior price must be displayed. The prior price refers to the lowest price at which the goods or services were offered during the 30 days before the price reduction was announced.
• Dark patterns: E-commerce entities must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. They are also required to conduct a yearly self-audit and prominently display a certificate confirming compliance.
• Seller and product information: Marketplace e-commerce entities must provide important information such as best-before/use-before dates, return and refund policies, warranty details, delivery information, and payment terms to help consumers make informed purchasing decisions.
• Consumer information: Marketplace e-commerce entities cannot use consumer information for specified purposes without obtaining the consumer's express and affirmative consent.
• Bundled fees: Marketplace e-commerce entities cannot charge bundled fees for services that are unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
• Imported goods: Details of the importer and the country of origin must be disclosed for imported goods.

Also Read: ₹105 Crore Refunded to Consumers by NCH

Strengthening the E-Commerce Framework

The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the regulatory framework for protecting consumers against unfair trade practices in the e-commerce sector. The 2026 amendments further strengthen this framework in response to evolving business models, digital practices, and consumer expectations.

The amendments aim to create a more transparent, accountable, and consumer-centric e-commerce ecosystem. At the same time, they provide greater clarity to e-commerce entities regarding their responsibilities and support a level playing field for businesses operating in the digital marketplace.

The Department of Consumer Affairs continues to focus on ensuring that the growth and innovation of India's e-commerce sector go hand in hand with effective consumer protection, transparency, fair business practices, and Ease of Doing Business. The amended framework seeks to maintain an appropriate balance between the interests of consumers and e-commerce entities.

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 shall come into force from January 1, 2027.

source: Ministry of Consumer Affairs, Food & Public Distribution

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