Running eCommerce Business in India? Know these new rules by Government of India.

From 1 January 2027, the government is tightening how online shops and marketplaces treat customers.

These are not “tech rules.” They are about honesty in price, search, ads, and complaints.

If you sell on Amazon, Flipkart, Meesho or even your own website, or any app, this affects you.

1. Discounts must be real

If you write “Was ₹2,000, now ₹999”, you must also show the lowest price you actually sold it at in the last 30 days.

You cannot first jack the price up for a week and then call it a “50% off.” Customers should see a genuine comparison.

For you: Keep a simple record of your last 30 days’ selling price. Don’t invent a fake “original price.”

2. Paid listings must look like ads

If a product is showing on top because someone paid for it, it must be clearly marked as sponsored / advertised.

Customers should know: “This is paid placement, not the best match.”

For you: If you pay for visibility, that is fine. Just don’t hide it.

3. Search results cannot be twisted

The platform cannot push products just to make more money if that makes the search useless for the buyer.

If someone searches “cotton shirt under 500,” they should mostly see relevant shirts, not random paid items.

For you: Good products and honest listings still matter. Gaming the system will get harder.

4. Dark patterns are not allowed

These are small tricks that push the customer to buy without thinking:

• Hidden extra charges that appear only at the last step
• Pre-ticked boxes for extra membership
• “Only 2 left!” when that is not true
• Difficult cancellation or return process

Platforms must check themselves every year and put up a certificate that they are not using such tricks.

For you: Keep checkout simple. Show all charges early. Don’t trap the buyer.

5. Complaints must be handled properly

• The platform must join the National Consumer Helpline system.
• They must acknowledge a complaint in 48 hours.
• They must try to close it in one month.
• The customer should get a copy of what was recorded.

For you: Reply quickly. Keep proof of dispatch, quality, and conversation. A delayed or rude reply will now travel further.

6. More information on the product page

Buyers should easily see:

• Return and refund policy
• Warranty
• Delivery time
• Payment options
• Best-before date (if food/medicine etc.)
• For imported goods: who imported it and which country it came from

For you: Fill these fields honestly. Empty or wrong details will create more returns and complaints.

7. No surprise extra fees

Marketplaces cannot quietly add charges for things that have nothing to do with the order (except genuine membership/loyalty programmes that the customer clearly chose).

For you: If you are a seller, check what the platform is adding at checkout. Customers will blame you first.

What should a small businessman do now? (simple checklist)

1. Don’t fake discounts. Use your real last-30-days price.
2. Write clear product details — size, material, return policy, origin.
3. Answer messages and complaints fast. Keep screenshots.
4. Avoid tricks — no hidden charges, no fake “hurry up” messages.
5. If you use a marketplace, ask them how they will show “prior price” and sponsored tags. You will have to follow their format.
6. If you have your own website/app, start changing the pages before December 2026. January 2027 is the deadline, not the starting date.

These rules are meant to protect the buyer. For an honest seller, they are actually helpful: fewer fake competitors, fewer fights after sale, more trust.

You do not need a lawyer or software expert to start. You need clean prices, clear information, and quick replies.

Source: https://consumeraffairs.gov.in/public/upload/files/E%20Commerce%20Amendment%20Rules%202026_1789127949.pdf