Dark Patterns in E-Commerce Causing Heavy Losses to Indian Consumers

Online and e-commerce platforms in India are increasingly using deceptive design practices known as dark patterns to mislead, confuse and influence consumers. These practices are causing financial loss to customers on a large scale and have become a serious concern for digital consumer protection.

 

Dark patterns are misleading interface designs used by websites, apps and online platforms to push users into decisions they may not have intended to take. These designs are often created in a way that makes it difficult for customers to identify the manipulation immediately. The purpose may be to make consumers buy unnecessary products, pay hidden charges, share personal information or remain trapped in unwanted services.

 

According to a survey report by the Indian Institute of Public Administration, dark patterns may be causing Indian consumers an estimated annual loss of ₹25,000 crore to ₹28,000 crore. The report also states that 88 percent of consumers lose around ₹78 to ₹87 per month because of such deceptive online practices.

 

The issue has become important because more than 30 crore people in India purchase goods and services through online platforms every year. With the rapid growth of digital shopping, online payments, food delivery, travel bookings, entertainment subscriptions and app-based services, the possibility of consumers being misled through such patterns has also increased.

 

Dark patterns are often presented as normal website or app features, but they are designed to influence user behaviour. For example, a platform may keep a video or advertisement running automatically even if the user does not want to watch it. Some websites may encourage users to create an account immediately after opening the page, making it difficult to access basic information without registration.

 

Another common example is forcing customers to leave a website without allowing them to cancel a selected item or service easily. In some cases, after a free trial period ends, platforms start deducting money from the user’s credit or debit card without proper notice. Such practices create financial loss and frustration for consumers.

 

E-commerce websites may also add additional products to a customer’s cart automatically along with the item originally selected by the buyer. This can result in consumers paying for items they did not consciously choose. Many buyers realise the problem only after making the payment or receiving the order details.

 

The survey report highlights several patterns commonly used by online platforms. Around 63 percent of online payment users reported paying hidden charges. Nearly 73 percent of consumers said platforms use forced buying techniques. About 74 percent of respondents stated that during purchases, they were encouraged to spend more money on expensive, indirect or high-priced platform-linked options.

 

The report also identifies 12 major categories of platforms where dark patterns are commonly seen. These include major e-commerce websites, ticket-booking platforms, travel platforms, food delivery services and other digital marketplaces.

 

Online platforms use several strategies to influence consumer behaviour. These include unnecessary urgency, forced action, hidden costs, pre-selected options, difficult cancellation processes and confusing user pathways. Many customers are unable to recognise these tactics immediately because they are embedded within the design of the website or mobile application.

 

The problem becomes more serious when dark patterns are used to collect personal information. Some platforms push users into sharing data by making it appear necessary for completing a transaction or accessing a service. This raises concerns not only about financial loss but also about privacy and data protection.

 

To address this issue, the Government of India has taken steps under the Consumer Protection Act, 2019. Strict rules have been introduced to protect consumers from online fraud, misleading design and unfair digital practices. The government has identified 13 types of dark patterns on e-commerce platforms and has directed companies to avoid such practices.

 

The Central Consumer Protection Authority has also issued guidelines for the prevention and regulation of dark patterns. These guidelines apply to all online platforms and advertisers. Their purpose is to ensure that consumers receive clear information, fair choices and transparent pricing while using digital services.

 

Consumer awareness remains one of the most important safeguards against dark patterns. Users should carefully review payment pages, check whether additional products or services have been added automatically, read cancellation and subscription terms, and avoid saving card details on platforms unless necessary. They should also be cautious while accepting free trials and promotional offers.

 

The growing use of dark patterns shows that digital convenience must be balanced with consumer protection. As more Indians move towards online shopping and digital payments, platforms must be held accountable for fair and transparent design practices.

 

Dark patterns are not merely a technical issue; they directly affect consumer rights. Misleading online designs can cause financial loss, misuse of personal data and erosion of trust in digital services. Strong enforcement, responsible platform behaviour and public awareness are essential to protect consumers in India’s expanding digital economy.