Abstract

The e-commerce sector in India, particularly in the Business-to-Consumer (B2C) domain, has experienced unprecedented growth, significantly altering consumer shopping behaviors and business operations. Prominent platforms like Amazon, Flipkart, and Snapdeal have revolutionized retail with their convenience and competitive pricing. However, this rapid expansion has underscored the need for effective consumer protection laws to address emerging challenges such as fraud, counterfeit products, and misleading advertising. The Consumer Protection Act, 2019 (CPA) represents a pivotal advancement in regulating e-commerce in India. It introduces essential measures to protect consumer rights by mandating accurate product information, fair advertising practices, and efficient grievance redressal mechanisms. Despite these improvements, challenge persist, include fraudulent activities, transparent issues, and data security concerns. This study examines the role of consumer protection laws in the B2C e-commerce sector, evaluating the effectiveness of the CPA and identifying gaps in the legal framework. It aims to enhance understanding of how these laws influence business practices and consumer behavior, and propose recommendations to improve the regulatory environment. The findings highlight the need for continuous adaptation of laws and robust enforcement to maintain a fair and transparent digital marketplace. By addressing these issues, the study contributes to the ongoing discourse on consumer rights and regulatory frameworks, striving to create a balanced and equitable e- commerce ecosystem in India.

Keywords