A nationwide survey by LocalCircles reveals significant challenges in e-commerce platform transparency despite the Bureau of Indian Standards (BIS) new framework. According to the survey findings, seven in 10 consumers shopping on e-commerce and quick-commerce platforms said they struggle to find contact information for product sellers on the given platform. The survey gathered more than 47,000 responses from consumers across 294 districts, with 48% of respondents from Tier-1 cities and the remaining from Tier-2, Tier-3 and rural areas. As reported by Business Standard, many consumers were unable to access key seller details such as phone numbers, email addresses, physical addresses, and GST information on product listings.
The survey data shows varying levels of accessibility for different seller contact details. According to the LocalCircles report, 32% of respondents could find physical addresses, 28% could access phone numbers, and 20% could locate either email addresses or GST details. However, 72% of respondents said seller ratings and reviews were easily visible. The issue becomes particularly significant when consumers need post-purchase support, especially for damaged, counterfeit, or non-returnable products. As reported by Business Standard, nearly 47% of respondents said they had needed to contact sellers whose products they had purchased through e-commerce or quick-commerce platforms.
Product-related queries emerged as the biggest reason consumers sought seller contact information. According to the survey findings reported by Business Standard, about 47% of respondents cited product queries, while 33% said they had received damaged products after the return window had closed or under non-returnable clauses. Another 30% reported receiving inferior-quality products, while 17% cited counterfeit or fake goods. Of the respondents who needed to contact sellers, 27% said they needed to contact sellers one to three times a year, while others reported more frequent interactions.
The survey findings come after the Bureau of Indian Standards (BIS) released the 'E-Commerce: Principles and Guidelines for Self-Governance' standard earlier this year. The standard lays down voluntary guidelines for online platforms on seller verification, product disclosures, grievance handling and anti-counterfeiting measures. The BIS document clarified that the standard is voluntary and operates alongside existing laws and regulations. Under the framework, platforms are expected to undertake rigorous KYC verification of sellers and display details such as legal entity name, contact information, registered address and grievance redressal contacts prominently on listings. The standard also calls for clear disclosure of refund and cancellation policies, country of origin, payment details, customer-care contacts, and mechanisms for reporting counterfeit products.
The LocalCircles platform emphasized that stronger enforcement would be needed for meaningful compliance. The BIS standard states that e-commerce entities should ensure 'relevant information is provided in a clear, easily accessible form prominently on the website/application' so consumers can make informed decisions during transactions. In its foreword, BIS stated that the growth of e-commerce had created new challenges linked to consumer protection and trust, adding that 'clear and effective rules and norms for self-governance' were essential to ensure fair and transparent operations. The BIS document clarified that the standard is voluntary and operates alongside existing laws and regulations. LocalCircles said the new BIS standard should eventually be made mandatory and called for stricter implementation of the Consumer Protection (E-Commerce) Rules, 2020.
