Online shoppers lose over ₹25,000 crore every year to hidden digital traps, survey finds

Millions of Indians use online platforms every day to shop, order food, book travel tickets, and purchase services. While digital platforms have made life easier and more convenient, many consumers continue to face hidden tricks that influence their buying decisions. A new survey has found that Indian consumers are losing more than ₹25,000 crore every year because of these deceptive online practices, commonly known as "dark patterns."

The report, released by market research firm Datum Intelligence, estimates that consumers lose between ₹25,000 crore and ₹28,000 crore annually due to these misleading tactics. The report also warns that nearly ₹55,000 crore worth of business transactions are at risk because frustrated consumers often reduce spending, switch to other platforms, or abandon purchases completely after facing such practices.

According to the study, the total economic impact of dark patterns in India is estimated to be between ₹80,000 crore and ₹83,000 crore every year. This represents a significant portion of India's rapidly growing digital commerce sector, which is expected to reach a value of $266 billion by 2030.

Dark patterns are design techniques used by websites and apps to influence users into making decisions they may not have intended to make. These tactics can push customers to spend more money, subscribe to unwanted services, or complete purchases without fully understanding the costs involved.

The issue remains a concern despite government efforts to control such practices. In 2023, the Central Consumer Protection Authority (CCPA) introduced guidelines banning 13 categories of dark patterns. These include practices such as false urgency, hidden charges, subscription traps, and adding products to shopping carts without a customer's clear consent.

The government also announced in November 2025 that 26 major e-commerce companies had voluntarily confirmed compliance with these rules. However, the new survey suggests that implementation remains weak and consumers continue to encounter these deceptive practices regularly.

The study examined 12 major online platforms operating in sectors such as e-commerce, quick commerce, and online travel booking. Researchers created a special measurement system called the Benchmarking Index, or B-Index, to assess the impact of dark patterns. The index considered factors such as how often users encountered dark patterns, the financial losses they suffered, and how much trust they lost in the platform.

The report makes it clear that some platforms create more problems for consumers than others. However, the rankings are based on consumer experiences and perceptions rather than official regulatory findings.

One of the most important findings of the study is that quick commerce platforms showed the highest severity levels. Quick commerce services are those that promise extremely fast deliveries, often within minutes. The report found that these platforms frequently used tactics such as false urgency, repeated notifications, and forced actions that pressure consumers into making quick decisions.

Online travel booking platforms also performed poorly in certain areas. They were found to use checkout-related tactics such as hidden charges, unexpected fees added during payment, and subscription traps that make it difficult for users to cancel services.

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Consumers know the tricks but still fall for them

One of the most surprising findings of the report is what researchers called the "awareness paradox."

The survey found that 81 per cent of consumers could identify a dark pattern when shown an example. This suggests that most people are aware of the tricks used by online platforms. However, despite this awareness, 85 per cent of respondents admitted that they had still been misled by such tactics at some point.

This finding shows that simply knowing about dark patterns may not be enough to avoid them. Online platforms constantly improve their designs and checkout processes to influence user behaviour. As a result, even informed consumers can find themselves making decisions they later regret.

Researchers explained that many digital interfaces are carefully designed to encourage quick decisions. Pop-up messages, countdown timers, limited-time offers, and complicated cancellation processes can influence users before they have enough time to think carefully.

The report also highlighted serious problems with consumer complaint systems. More than half of the surveyed consumers said they had filed complaints after experiencing a dark pattern. However, only 23 per cent reported receiving a satisfactory resolution.

This suggests that many consumers feel their concerns are not being addressed effectively. Poor complaint resolution can reduce trust in online platforms and discourage consumers from reporting future issues.

The report also examined regulatory enforcement. It noted that the first financial penalty under India's dark pattern rules was imposed only in December 2025. In that case, a quick-commerce platform was fined ₹7 lakh for using hidden pricing tactics and adding products without proper consent.

Researchers argue that enforcement has been slow compared to the scale of the problem. They believe stronger action is needed to ensure compliance across the industry.

The report identified three major weaknesses in the current system. First, there is limited independent auditing of platforms. Second, existing penalties may be too small to discourage large companies from using deceptive practices. Third, responsibility for enforcement is spread across different authorities, creating confusion and reducing accountability.

To improve the situation, the report recommends independent audits of online platforms, public disclosure of compliance scores, and stronger penalties linked to company turnover. Similar approaches have already been adopted in several European countries.

As India's digital economy continues to grow, experts believe protecting consumers will become even more important. Online shopping offers convenience and choice, but trust remains essential for long-term growth.

The report concludes that unless compliance improves and enforcement becomes stronger, dark patterns may continue to become a normal part of everyday online transactions. For consumers, this means staying alert while shopping online, carefully reviewing purchases, reading terms and conditions, and reporting suspicious practices whenever possible.

While awareness is growing, the survey shows that deceptive online design remains a significant challenge. Stronger regulations, better enforcement, and greater transparency may be necessary to ensure that consumers can shop online confidently without falling victim to hidden digital traps.