Dark patterns in Indian e-commerce are not just frustrating—they’re designed to manipulate your behavior. You might have added an item to your cart, only to see the price jump just before checkout. Or struggled to cancel a free trial. These are not bugs. These are intentional design choices that benefit the seller at your expense.
As India’s e-commerce space grows rapidly, so does the use of these deceptive techniques. Let’s break down some of the most common dark patterns in Indian e-commerce—and learn how to avoid them.
1. Sneaky Costs at Checkout
You select a saree and proceed to checkout. Suddenly, there’s an auto-added “convenience fee” or a ₹20 safety charge. Some apps even sneak in charity donations or insurance add-ons—pre-checked and easy to miss.
This tactic, known as forced opt-in, is widespread across Indian platforms. Flipkart has been called out for it before. The intent is clear: inflate the final bill silently.
Tip: Always expand the cost breakdown. Uncheck anything that’s not essential.
2. Fake Urgency That Pressures You
You’re eyeing a mobile phone deal. A red banner says “Only 1 left!” or “Offer ends in 5 minutes!” You panic and buy.
Then you refresh—and the timer magically resets.
This kind of fake urgency is one of the most common dark patterns in Indian e-commerce. It rushes you into decisions, robbing you of time to compare or think.
Tip: Walk away. Return in an hour. If the deal’s still there, it was never urgent.
3. Maze-Like Cancellation Processes
Rina, a mother from Mumbai, signed up for a “no-charge” trial of a kids’ learning app. On Day 6, she tried to cancel. There was no button in the app. She had to email support. They responded—after deducting ₹1,999.
This is the “roach motel” pattern. Easy to enter, hard to exit.
Tip: Always check cancellation steps before signing up. If it’s hard to cancel, don’t join.
4. Device-Based Price Discrimination
Here’s something many Indian users don’t notice—prices change based on your phone. If you’re browsing on an iPhone or a flagship Android model, you may see inflated prices.
Some Indian e-commerce apps assume if you can afford an expensive device, you can pay more. This form of profiling is subtle but very real.
Tip: Compare the same item on a lower-end device or desktop. You might be shocked by the difference.
5. Misleading Sponsored Listings
When you search for a mixer grinder or headphones, the top few results may look organic. But they’re paid ads—camouflaged well.
Some e-commerce platforms don’t clearly mark sponsored results. This pushes high-paying sellers ahead of quality or price.
Tip: Look for “Sponso壯陽藥
red” or “Ad” labels. Don’t just click the first result.
6. Confirmshaming and Guilt Tricks
A pop-up appears:
“No thanks, I prefer paying more.”
Or
“Skip this amazing deal and regret later.”
This tactic, called confirmshaming, guilts you into accepting offers. It’s manipulative and growing fast across Indian apps.
Tip: You don’t owe a company your emotional energy. Click “No” without guilt.
7. Disguised Ads in the Interface
Sometimes, a bright green “Place Order” button is placed beside a dull “Review Order” option. This tricks you into proceeding faster, skipping important checks.
This deceptive hierarchy is one of the subtler dark patterns in Indian e-commerce. It’s a push towards hurried spending.
Tip: Pause. Look around the screen. Grey buttons often hide the real choices.
8. Drip Pricing: Hidden Charges at the End
You book movie tickets for ₹500. At the final screen, it’s ₹670—with added convenience and platform charges.
This drip pricing strategy is used by food delivery apps, travel platforms, and ticketing sites. It hooks you early and surprises you late.
Tip: Always calculate the final cost before hitting pay.
9. Default Settings That Benefit Sellers
Some apps auto-check boxes like “Add express delivery” or “Protect with insurance.” You barely notice—and they profit.
These defaults are built on the idea that users don’t pay close attention.
Tip: Before you place the order, recheck all ticked boxes. Untick what you don’t need.
10. Forced Signups and Data Grabs
Trying to check out? The app won’t let you proceed without creating an account. This is another manipulative pattern. You give away data even when you’d prefer a quick guest checkout.
Once signed up, you get emails, notifications, and retargeting ads.
Tip: Use disposable email IDs for one-time purchases. Demand the option to checkout as a guest.
11. Social Proof That Isn’t Real
“Rahul from Jaipur just bought this item.” These messages are often automated, not live.
They mimic real activity to create pressure. You feel like everyone’s buying—and you should too.
Tip: Trust your needs, not trends. Don’t let invisible users decide for you.
Why This Matters So Much
Dark patterns in Indian e-commerce aren’t just shady. They waste your time, erode trust, and exploit psychology. They give an unfair edge to unethical brands while pushing honest sellers out.
But here’s the good news:
The more aware you are, the harder it is for platforms to trick you.
What You Can Do
Stay Alert: Always review, pause, and compare.
Speak Up: Post about your experiences. Tag brands that use dark patterns.
Demand Change: Regulators like the CCPA and consumer forums need to act and they only do when we raise our voices.
Final Word
Dark patterns in Indian e-commerce are designed to confuse, distract, and manipulate. But you’re not powerless.
Start by being conscious. Then share that awareness. Every small action adds up.
Faced a sneaky trick while shopping online? Let’s talk. Drop your story in the comments and help others shop smarter.
