Objective - This study examines fundamental issues in the e-commerce ecosystem that affect every economic segment in India. This research focuses on observing the experiences of online shoppers to evaluate how well these criteria outlined in the Consumer Protection (E-commerce) Rules of 2020 are being met. It further assesses their readiness to tackle related issues, consumer satisfaction and propose strategies to enhance the e-commerce market.

Methodology/Technique - Random sampling was applied to gather data from 551 respondents across both rural and urban areas. The study employs statistical techniques such as ANOVA, chi-square (X²), and Kruskal-Wallis tests to analyze the hypotheses.

Findings - Results indicate that, regardless of education and income levels, consumer awareness of the Rules 2020 and key provisions such as transparency, disclosure, and price transparency remains low across the studied areas. Most customers lack adequate knowledge about information transparency and disclosure in e-commerce transactions, which has serious consequences for the healthy growth of the e-commerce market. Price transparency is identified as a significant factor directly affecting purchasing decisions. Additionally, customers are dissatisfied with the current online services, and consumer rights are not adequately protected in e-commerce transactions.

Novelty - The study concludes that periodic amendments, together with digital awareness campaigns, can improve market efficiency, involving marketers, customers, and policymakers, while supporting healthy growth in the e-commerce business.

Type of Paper - Empirical

Keywords: Consumer protection; rights; transparency; disclosure; Rules 2020.

JEL Classification: M31; M38

URI: https://gatrenterprise.com/GATRJournals/JMMR/vol11.3_1.html

DOI: https://doi.org/10.35609/jmmr.2026.11.3(1)

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