E-commerce platforms to resolve complaints within month under new rules

The government has introduced tougher consumer protection standards for e-commerce operators in India, signalling a shift towards strengthening buyer safeguards in the digital retail space. Under the new regulatory framework set to take effect on New Year's Day 2027, online platforms must resolve customer complaints within a month, marking a significant tightening of existing grievance redressal timelines.

Transparency in pricing has emerged as a key focus area of the reformed rules. E-sellers will be required to prominently display the original price of products whenever promotional discounts are advertised, preventing potential consumer confusion about actual savings. This measure aims to ensure customers can make informed purchasing decisions and verify the legitimacy of claimed discounts.

The amended regulations reflect growing government scrutiny of e-commerce practices in India's rapidly expanding digital retail sector. Officials have increasingly flagged concerns about inadequate complaint resolution mechanisms and opaque pricing structures that disadvantage consumers. Industry observers expect the stricter requirements will necessitate significant operational adjustments for major online marketplaces operating in India.

The January 2027 implementation deadline provides platforms with a transition period to recalibrate their complaint-handling systems and update pricing display protocols. Consumer advocacy groups have welcomed the measures, noting they address long-standing grievances about slow grievance resolution and misleading discount claims that have plagued India's e-commerce landscape.