This study examines the existing legislative framework in India that safeguards the interests of online customers in light of the rapidly expanding e-commerce sector and its impact on consumer preferences for online shopping. To address the study questions and objectives, a comprehensive analysis of the recently adopted Consumer Protection Act, 2019, and the Consumer Protection (E-commerce) Rules, 2020, is supported by a literature review and an analysis of 290 online customers. Key findings include: cash on delivery is the preferred method of payment for online purchases; website content and efficient customer support foster consumer trust; and a safe and reliable system is necessary for e-business enterprises to operate successfully. The new laws are argued to be sufficiently strict to uphold the rights of internet shoppers and encourage the expansion of e-commerce in India. The findings clarify the critical elements influencing customer trust and loyalty and provide an insightful perspective on e-consumer protection in the Indian context with broader implications.

Shadique Khan

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