India’s two biggest e-commerce platforms, Flipkart and Amazon, are facing scrutiny after their mega festive season sales drew criticism for allegedly deploying “dark patterns” to influence consumer behavior. Despite record participation in the ongoing sale period, industry experts and consumer advocacy groups have raised alarms about manipulative online practices being used to nudge shoppers into spending more.
The festive sales, traditionally dominated by attractive discounts, exchange offers, and bank tie-ups, have this year been marred by reports of misleading designs and tactics. These include hidden costs, auto-added services at checkout, time-pressure pop-ups suggesting limited stock, and inflated discounts compared to original prices.
Consumer rights activists argue that such tactics violate the spirit of fair trade and transparency. “These platforms present deals as exclusive or time-bound, pushing customers into impulse purchases. Often, the so-called discounts are misleading when compared with actual market prices,” said an industry observer.
The issue of dark patterns is not new. In recent years, the Indian government and the Advertising Standards Council of India (ASCI) have tightened guidelines to curb manipulative practices in digital commerce. The Central Consumer Protection Authority (CCPA) has also issued advisories against hidden charges and false urgency tactics. However, the festive season—when consumer spending peaks—continues to see a surge in such practices, as platforms compete fiercely for market share.
For companies like Flipkart and Amazon, festive sales are crucial, accounting for a major chunk of annual revenue. According to market estimates, Indian e-commerce platforms generate nearly 40% of their yearly sales during this period. With intense competition from Reliance’s JioMart, Tata Neu, and others, the pressure to attract and retain customers is higher than ever.
Experts believe stricter enforcement is needed. “Awareness alone won’t fix the issue—there must be stronger penalties for violations. Otherwise, these dark patterns will remain baked into the system,” said a digital policy analyst.
While both Flipkart and Amazon maintain that they comply with consumer protection norms, calls for more transparency and fairer sales practices are growing louder. For India’s booming online shopping industry, the festive season’s shine risks being overshadowed by questions of ethics and consumer trust.