Online discounts on e-commerce platforms will have to reference the lowest price offered in last 30 days

Under the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, taking effect from 1 January 2027, e-commerce platforms advertising a discount must show the current price and the lowest price offered in the previous 30 days. This could make promotional pricing more difficult where businesses frequently change prices across sales periods. Platforms will need reliable systems to track historical prices and substantiate discount claims.

Businesses will no longer have complete flexibility in how they present “discounts”. They will need to substantiate the reference price with actual 30-day pricing data.