If you regularly buy clothes, mobile phones or household products online, important changes are coming.
New e-commerce regulations will come into effect from January 1, 2027, bringing stricter rules on discounts, hidden charges, product information and customer data.
The new rules are aimed at making online shopping more transparent and protecting consumers from misleading practices.
E-Commerce Rules 2027 Will Bring More Transparency
Under the new rules, e-commerce companies will have to provide clearer information when showing discounts. If a product is offered at a discounted price, the old price will need to be disclosed.
The old price will be based on the lowest price at which the product was sold during the previous 30 days.
This is intended to make it harder for companies to increase a product’s price and then advertise a large discount.
Paid products shown prominently in search results will also have to be clearly identified as advertisements or sponsored listings. This will help shoppers distinguish paid placements from regular search results.
E-Commerce Rules 2027 Will Require More Product Details
Online platforms will have to provide important product information before customers complete a purchase.
This will include the expiry or Best Before date, return and refund policy, warranty details, delivery information and payment-related information.
For imported products, customers will also need to be given information about the country where the product was manufactured and details of the importer.
The rules will also address additional charges. Companies will not be allowed to impose separate fees for services that are not directly connected with their core service.
However, fees related to loyalty and membership programmes will be exempt from this provision.
Customer Data and Dark Patterns Under New Rules
E-commerce companies will not be allowed to use customer information for specified purposes without obtaining the customer’s explicit consent.
The regulations will also strengthen action against dark patterns. These are online practices designed to mislead, pressure or manipulate customers into buying products or services.
Companies will have to comply with the 2023 Guidelines on Dark Patterns. They will also be required to conduct annual self-audits and display a certificate of compliance on their platforms.
E-Commerce Complaints to Get More Attention
The new rules will also bring changes to the way complaints are handled. Customers filing a complaint against an e-commerce company will be required to provide a copy of the complaint, creating a record of the grievance.
E-commerce companies will also have to connect with the National Consumer Helpline.
According to the Department of Consumer Affairs, the National Consumer Helpline received 1,771,622 complaints in 2025. Of these, 511,196 complaints were related to online shopping.
The existing e-commerce rules were introduced in 2020. The government says online businesses and technology have changed significantly in recent years, making it necessary to update the rules.
The changes are intended to give online shoppers clearer information, reduce misleading sales practices and strengthen consumer protection as e-commerce continues to grow.
