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An Overview Of Client Safety (E-Commerce) Guidelines


A yr after the enactment of the Client Safety Act 2019 (Client Safety Act), which laws has repealed its greater than three a long time outdated predecessor, the Authorities has now notified the Client Safety (E-Commerce) Guidelines 2020 (E-Commerce Guidelines) with impact from 23 July 2020.

The Client Safety Act has bolstered the regulatory strategy in direction of client protectionism and strengthened the authorized framework for a well timed and efficient administration and settlement of client disputes at a time when speedy developments within the trendy age retail commerce and expertise have led to a market which is accessible by a click on of a button and is not shackled by the rigours of distance, location, house constraints, opening hours, inventory limitations or logistical challenges.

We have now in an earlier article mentioned the important thing implications of the Client Safety Act on the ecommerce sector, and on this observe up piece, we assess and focus on the assorted obligations and rights stemming from the Ecommerce Guidelines from the angle of every of the next key stakeholders within the e-commerce sector – ecommerce entities (market and stock fashions), sellers and the customers.


The time period “ecommerce entity” has been very broadly outlined below the E-Commerce Guidelines to imply/embrace “any person, who owns, operates or manages digital or electronic facility or platform for electronic commerce, but does not include a seller offering his goods or services for sale on a marketplace e-commerce entity” and the E-Commerce Guidelines apply to:

  • all items and providers purchased or bought over digital or digital community together with digital merchandise;
  • all fashions of e-commerce, together with market and stock fashions of e-commerce;
  • all e-commerce retail, together with multi-channel single-brand retailers and single-brand retailers in single or a number of codecs; and/or
  • all types of unfair commerce practices throughout all fashions of e-commerce.

The legislative intent to incorporate all types of e-commerce/retail fashions/entities – B2C, B2B and B2B2C, whether or not integrated in or exterior India (however providing items and providers to customers in India), inside the grip of the E-commerce Guidelines is abundantly clear.

Due to this fact, all sorts of e-commerce entities whether or not working on the stock mannequin or {the marketplace} mannequin together with e-commerce platforms which are engaged in offering providers or renting/leasing items will fall inside the that means of “e-commerce entity” as outlined below the E-Commerce Guidelines and consequently will likely be topic to the authorized regime prescribed below the Client Safety Act and the E-Commerce Guidelines.

The Key Obligations Making use of To Ecommerce Entities And Sellers

Ecommerce Entities 

The E-Commerce Guidelines prescribe an elaborate framework for ecommerce entities to supervise and stop any unfair commerce practices or deceptive ads on a part of the sellers on their platform and obligate them to make sure that they don’t interact in any value manipulation and have in place ample inner mechanism for the redressal of complaints by customers.

Additional, the Client Safety Act and the E-Commerce Guidelines additionally stipulate that an e-commerce entity shall indirectly or not directly affect the sale value of products or providers and shall keep a degree enjoying discipline for all sellers with none discrimination.

Pertinently, previous to the notification of the Client Safety Act and the E-Commerce Guidelines, these obligations to restrain from influencing the sale value of products or providers and to keep up a degree enjoying discipline for all sellers with none discrimination have been relevant solely in respect of e-commerce entities that had obtained international funding.

With these restrictions being launched below the Client Safety Act and the E-Commerce Guidelines as properly, the Authorities has now created a uniform governing code for all e-commerce entities in India (with or with out international funding) and resolved the abovementioned disparity.

Nevertheless, there are nonetheless some gaps between the necessities below the International Trade Administration (NonDebt Instrument) Guidelines 2019 (NDI Guidelines) that apply solely in respect of e-commerce entities with international funding and the Client Safety Act/E-Commerce Guidelines.

For example, below the NDI Guidelines, an ecommerce entity with international funding is required to acquire a report from a statutory auditor by 30 September yearly confirming compliance of the ecommerce pointers below the NDI Guidelines for the previous monetary yr; however this requirement has not been prescribed below the Client Safety Act/E-Commerce Guidelines.

Given the above, the important thing implications emanating from the E-Commerce Guidelines that an e-commerce entity ought to be aware of:

Specific And Affirmative Consent Of The Customers

Apparently, ecommerce entities at the moment are required to acquire an categorical consent from its customers for the acquisition of any good or service supplied on its platform and this consent can not be recorded routinely, not even within the type of pre-ticked checkboxes.

Nevertheless, the precise tenor of this requirement is unclear – what actions of the customers would represent ‘explicit’ and ‘affirmative’ consents have been not been elucidated within the E-Commerce Guidelines. Would a consent which is accorded by a click on wrap settlement be ample to make sure compliance below the E-Commerce? Would this consent be required solely on the time of the registration by a client with a web-based e-commerce platform or would a consent be required each time a client undertakes a purchase order transaction?

A client usually accepts the phrases and circumstances of {the marketplace} (which are sometimes structured as a click on wrap settlement) solely as soon as on the time of creating an account with such market (and never on the time of each buy) and these phrases and circumstances proceed to use each time the buyer makes a purchase order on {the marketplace}.

In our view, this requirement seems to be extra related in instances/in respect of marketplaces which permit the customers to buy and take a look at from the web site as a ‘guest’ with none registration. In such instances, the train of such possibility by a client (by the use of clicking on the fee button on the time of checkout) routinely makes a client conform to the phrases and circumstances of such buy, with out really giving a possibility to the buyer to learn and settle for such phrases and circumstances.

Given this new authorized requirement to acquire an categorical consent of a client for the acquisition of any good or service, in our view, all e-commerce entities that enable a client to checkout as a ‘guest’ would now want to make sure that earlier than a client checks out with the acquisition, the buyer is introduced with the phrases and circumstances of such buy and is obtainable with a possibility to learn and supply his/her categorical consent for such buy.

Value Manipulation

Value of the products or providers supplied can’t be manipulated by the e-commerce entities to achieve unreasonable earnings. The underlying intent behind this obligation is to make sure that a degree enjoying discipline is maintained for all sellers and no unfair methodology or misleading practices are adopted by an e-commerce entity (reminiscent of deep reductions, freebies, money again gives and/or EMI choices) to affect transactional choices of the customers which favour a selected vendor.

Up to now, there have been cases the place sure e-commerce entities have witnessed alleged claims of value manipulation involving deep reductions being supplied on sure merchandise that have been initially listed at costs which have been greater than the MRP of such merchandise. Actually, the Nationwide Client Disputes Redressal Fee and the District Client Disputes Redressal Fee have previously additionally held that itemizing items at a value increased than the MRP is an offence below the Client Safety Act.

The restriction on value manipulation and the allied necessities to make sure a degree enjoying discipline for all sellers was first launched by the Authorities below the FDI coverage in respect of solely these e-commerce entities which had international investments. With the inclusion of those restrictions below the E-commerce Guidelines, all e-commerce entities within the nation (with or with out international funding) would now want to make sure that all sellers compete with none favouritism or bias in a clear method.

Client Discrimination And Disclosure Of Preferential Therapy To Sellers

Ecommerce entities need to now be certain that there isn’t any discrimination between the customers of ‘same class’ or make any classification amongst the customers, which (straight or not directly) impacts the rights of the customers.

Individually, now additionally it is necessary for e-commerce entities to reveal the phrases and circumstances governing their relationship with sellers on their platforms together with an outline of any differential remedy {that a} market is offering to any specific vendor(s) or in respect of any items or providers within the ‘same category’.

This requirement is clearly an extension of the aforementioned overarching restrictions, particularly, the restriction on influencing the sale value of the services or products which are listed on {the marketplace} (whether or not straight or not directly) and the duty to keep up a degree enjoying discipline for all sellers in a ‘same category’.

Pertinently, there isn’t any readability, take a look at or yardstick below the E-commerce Guidelines on what constitutes a ‘same class’ of customers or ‘same category’ of sellers or how ought to an e-commerce entity segregate its customers/sellers into completely different lessons.

Due to this fact, the discretion in respect of classifying customers into completely different lessons or sellers into completely different classes appears to be with the e-commerce entities and (in observe) could also be pushed by parameters reminiscent of quantity of gross sales/buy, interval of affiliation and kind of merchandise/providers), topic to the rider that very same remedy must be ensured to all customers or sellers (because the case could also be) forming a part of ‘a particular class’.

Cancellation Fees

No cancellation prices will be levied on a client, even the place a client desires to cancel a confirmed order, until related prices are additionally borne by the e-commerce entity if it unilaterally cancels an order positioned by a client for any purpose in anyway.

Well timed Refunds

All refund requests are required to be accomplished inside a ‘reasonable period of time’. Each e-commerce entity has a special coverage in relation to refunds and there have been cases the place customers have needed to await a substantial period of time to obtain the refund funds. As a substitute of prescribing an outer time restrict for processing refund funds, the E-commerce Guidelines have supplied flexibility to inside the total contour of a reasonability take a look at.

Once more, what would represent a ‘reasonable period of time’ wouldn’t solely differ from one e-commerce entity to a different, it will additionally differ from a client to client and be pushed by elements reminiscent of what was the mode of fee, the processing financial institution and the time interval underlying the returns.

Grievance Redressal Officer

It’s now necessary for e-commerce entities to nominate a grievance redressal officer for client grievance redressal and the small print of such grievance officer, reminiscent of title, contact particulars and the designation are required to be displayed on the web platforms. Additionally, such officer might want to acknowledge the buyer criticism inside 48 hours of receipt of the criticism and redress the criticism inside one month from the date of receipt of the criticism.

Earlier, ever e-commerce entity had its personal coverage as regards the response time for client complaints. Nevertheless, this would supply for a minimal customary to be adopted. Given the inhabitants and variety of customers, such officer goes to have a herculean activity in acknowledging the complaints within the given time-frame, and even when the previous is complied with, redressal of complaints in a single month will surely be a difficult activity.

Nodal Individual Of Contact

Aside from a grievance redressal officer, an e-commerce entity is now required to additionally appoint a nodal individual of contact or an alternate senior designated functionary (who’s resident in India) to make sure compliance with the provisions of Client Safety Act and the E-Commerce Guidelines. A number of e-commerce entities have already arrange in-house authorized and compliance departments whose function is to make sure that there aren’t any slippages in compliance below the relevant legislations.

However, with the requirement to establish and designate a senior official for overseeing and guaranteeing compliance below the buyer safety legislation, points relating to the non-public legal responsibility of such designated officers and safety from financial exposures/danger of litigation will now assume extra significance while such staff are negotiating their employment contract/engagement with the e-commerce marketplaces.

Grievance Token

It’s obligatory for the e-commerce entities to allocate and supply a ticket quantity for every client criticism for monitoring the standing of his/her criticism. This observe was already prevalent as a great observe by a number of e-commerce entities, however now has been made necessary for all e-commerce entities.


Quite a few obligations have additionally been solid on a vendor who lists its items or providers on an e-commerce platform. An summary of those obligations is as follows:

Written Contract

The E-commerce Guidelines prescribe that it’s now necessary for a vendor to enter right into a written contract with an e-commerce entity as a way to undertake any sale of products and providers on the platform of such e-commerce entity. As a matter of observe, e-commerce entities used to enter into a regular contract with a vendor (earlier than onboarding such vendor on its platform) and such a contract was normally in a type of a click on wrap settlement which set out the phrases and circumstances governing the sale of products and providers by such vendor on the e-commerce entity’s market.

Now, with the introduction of the E-commerce Guidelines and the duty to make sure a written contract between the vendor and the e-commerce entity, each the events are sure to relook on the phrases of those customary onboarding contracts to make sure a strict contractual allocation of dangers and tasks and a correct limitation of legal responsibility regime. Given the duty to reveal the small print of any preferential remedy to a vendor, it will be attention-grabbing to see how deviations from the usual phrases of the onboarding contract would play out from a disclosure perspective.

False Or Deceptive Commercials

Every vendor wants to make sure that (a) it doesn’t impersonate itself as a client and put up opinions concerning the items or providers bought by it or misrepresent the standard or any options of any items or providers; (b) it will not refuse to take again the products or refuse to refund the sale consideration, the place the products or providers in query are faulty, poor or spurious or if they don’t conform to the marketed options or the promised supply schedule; (c) it will not promote the products or providers supplied in such a fashion which are inconsistent with the precise traits of such items or providers; and (d) the photographs/description utilized in ads of products or providers supplied, are according to the precise traits of such items or providers.

Whereas these measures will surely act as a deterrent for the sellers, from an implementation perspective, because the onus can be on the ecommerce platforms to make sure compliance below the E-commerce Guidelines, it should actually develop into a difficult and dear activity for the marketplaces, which in flip would lead to an elevated reliance on contractual indemnity preparations by the marketplaces.

Grievance Redressal Officer

The duty of appointing a grievance redressal officer has additionally been prolonged to the sellers. We’re seeing that e-commerce entities are already taking ample representations from the sellers (on the time of onboarding) ensuing compliance with the obligations below the E-commerce Guidelines.


To be able to weed out unscrupulous sellers, the E-commerce Guidelines have made it necessary for the sellers to reveal sure prescribed data to {the marketplace} which data is required to be displayed on {the marketplace} platform.

This data contains the authorized title and deal with of the vendor, contact particulars, buyer care quantity, relevant GSTIN, PAN, MRP breakup, postage and dealing with prices, conveyance prices, relevant taxes, nation of origin and expiry date of the products, phrases of change, returns and refunds, price of return delivery and any related ensures or warranties relevant on the products or providers.


The E-Commerce Guidelines certainly look like in sync with the sturdy client safety regime below the Client Safety Act and the timing of the notification of the E-Commerce Guidelines (although delayed) is useful given the current restraints on the liberty of motion of a client and the following elevated dependence on e-commerce – courtesy the raging Covid-19 pandemic.

Within the wake of the pandemic, e-commerce has been a blessing for all customers (in terms of assembly not simply the daily wants/necessities however even different vital necessities reminiscent of insurance coverage, procuring important furnishings objects and IT {hardware} to make sure unhampered make money working from home). Nevertheless, this blessing has not been unadulterated as on a regular basis on-line scams and unfair commerce practices have had the customers reel below the concern of exposing themselves to unscrupulous sellers and repair suppliers.

To counter this menace, E-Commerce Guidelines go leaps and bounds by way of transparency and pave a path in direction of a poised market the place the customers are well-informed and there are robust checks and balances to curb misleading and unfair commerce practices. Pertinently, the Indian e-commerce market has been witnessing unprecedented progress in recent times, and an ample regulatory regime was the necessity of the hour to carry a sturdy redressal mechanism and streamline the extant framework.

The slew of guidelines is indubitably a calibrated step in the proper course of platform neutrality within the e-commerce market house, transparency, stringent penalties and a fragile stability between the obligations of {the marketplace} e-commerce entities and sellers on the platform. Nevertheless, how successfully these E-commerce Guidelines could be enforced in observe in order to create a deterrence for unscrupulous sellers and repair suppliers and thereby instil client confidence, is one thing that we must see with the passage of time.

This text was co-authored by Sarthak Sarin (Associate) and Govinda Toshniwal (Senior Affiliate), Khaitan & Co

The contents of this text don’t essentially replicate the views/place of Khaitan & Co however stay solely these of the creator(s). For any additional queries or observe up, please contact Sarthak Sarin at [email protected]




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