India’s fast-growing digital commerce sector is facing significant financial and reputational risks from deceptive interface designs, commonly referred to as “dark patterns”, according to a new report by Datum Intelligence.
The report, titled Dark Patterns in India’s Online Marketplaces, estimates that Indian consumers lose between Rs. 25,000 crore (US $2.62 billion) and Rs. 28,000 crore (US $2.93 billion) annually as a result of such practices. It found that 88% of the country’s 304 million online shoppers incur losses of between Rs. 78 (US $0.82) and Rs. 87 (US $0.91) per month due to deceptive design tactics used across digital platforms.
Beyond direct financial losses, dark patterns are driving major behavioural changes among consumers, placing more than Rs. 55,000 crore (US $5.76 billion) in gross merchandise value (GMV) at risk as users reduce spending, compare alternatives more aggressively, or migrate to competing platforms.
Around 63% of online payment users now encounter hidden charges or drip pricing during digital transactions, up from 52% reported in 2024. Existing regulatory interventions have had limited success in curbing deceptive digital practices that continue to affect millions of consumers.
Around 73% of platforms deploy forced-action mechanisms that push users towards actions they may not otherwise take, while 69% continue to employ drip-pricing tactics that reveal additional fees only at the final stage of checkout. More than half of the platforms surveyed were also found to use bait-and-switch tactics, where advertised offers differ materially from the final product, pricing or service presented to consumers.
Conducted during the first quarter of 2026, the report surveyed more than 2,590 consumers across 50 cities and evaluated 12 leading quick commerce and e-commerce platforms, including Amazon, Flipkart, Myntra, Nykaa, Zepto, Swiggy Instamart and Blinkit. The assessment measured the frequency of dark patterns, their financial impact on consumers and the extent of trust erosion, resulting in a 92-point gap between the best and worst-performing platforms.
Amazon led the e-commerce sector in consumer trust, with 50% of respondents identifying it as their most trusted marketplace. Flipkart, Myntra and Nykaa all recorded net distrust scores. While Flipkart’s trust gap was the narrowest, the report suggested this was driven by higher financial extraction per consumer encounter.
The report also highlighted what it described as an “awareness paradox” among Indian consumers. While 81% of respondents said they were aware of dark patterns, 85% reported having been misled by them. At the same time, 74% indicated a willingness to pay a premium for platforms that adopt fair and transparent design practices.
Consumer spending patterns are also expected to shift as trust concerns grow. The report suggested that online travel could see the sharpest decline, with spending on digital travel platforms potentially falling by as much as 15%.
Bharat Tex Special Report 2026 
