India’s new e-commerce rules will reshape discount displays and search rankings
From January 1, 2027, Indian e-commerce platforms must disclose 30-day prior prices for advertised discounts and explain key search-ranking parameters, requiring changes to pricing, merchandising and compliance systems.
What happened
Indian e-commerce platforms · India’s amended e-commerce rules will require 30-day prior-price disclosure for advertised discounts and transparency on key
Key facts
- January 1, 2027
- Consumer Protection (E-Commerce) Rules, 2020
- Consumer Protection (E-Commerce) (Amendment) Rules, 2026
- 30 days
- ₹1,000
Why this matters
Indian e-commerce operators should prepare pricing, merchandising and search systems for January 2027 rules requiring 30-day reference-price disclosures and clearer ranking explanations.
What to watch
- Publication of final rule text, guidance, exemptions and penalties before the January 1, 2027 effective date.
- Whether the 30-day prior-price rule applies to each SKU, variant, seller listing, region, coupon, bank offer and marketplace-funded promotion.
- Requirements for ranking explanations: general-factor disclosure versus listing-level explanations, and treatment of sponsored placements.
- Enforcement signals from the Consumer Affairs Ministry, Central Consumer Protection Authority and competition authorities.
- Changes in displayed discount rates, coupon penetration, conversion and gross margins during major Indian sale events in late 2026.