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ARTICLE · 09 FEBRUARY 2026

Navigating Privacy, Consent And Dark Pattern Risks For E-Commerce And Retail Platforms In India – Consumer Data, Targeted Advertising And Trust

King, Stubb & Kasiva
King, Stubb & Kasiva
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King, Stubb & Kasiva

King, Stubb & Kasiva

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India's e-commerce and digital retail ecosystem comprising marketplaces, D2C brands, omnichannel retailers, quick-commerce platforms, social commerce intermediaries and loyalty programs is fundamentally built on data.

IndiaPrivacy
Aniket Ghosh
Aniket Ghosh
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Introduction: Why E-Commerce Is at the Epicentre of Data Protection Enforcement

India's e-commerce and digital retail ecosystem comprising marketplaces, D2C brands, omnichannel retailers, quick-commerce platforms, social commerce intermediaries and loyalty programs is fundamentally built on data.

Browsing histories, purchase patterns, payment details, delivery addresses, location data, device identifiers and behavioural analytics form the backbone of modern retail strategy and also some of the most prominent e-commerce privacy risks. Personalisation, targeted advertising, dynamic pricing and recommendation engines are now standard commercial tools.

However, this data-centric business model also places e-commerce platforms squarely within the crosshairs of data protection regulators.

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