In 2026, data shows a simple truth: dark patterns in online marketplaces cost Indians real money. Datum Intelligence estimates annual losses of Rs 25,000 to Rs 28,000 crore from hidden fees, auto-subscriptions, and pre-selected add-ons.
Across the board, the impact is practical: about 88% of 304 million online buyers are affected, with each person losing roughly Rs 78-87 every month as they navigate basket sneaking, drip pricing, and false urgency. These tactics are not glitches; they are deliberate design choices meant to nudge behavior in the moment.
Dark patterns: scope across online marketplaces
The Datum Benchmarking Index scores platforms on a 0-100 scale, with lower scores signaling fewer patterns and less harm. In this study, Amazon sits at the safer end, while Nykaa emerges as the worst-performing across sectors. The landscape is uneven, and some categories invite more friction than others.
Dark patterns distort decision-making across online marketplaces, where price signals are muddy.
- Rs 55,000 crore in platform GMV at risk as users cut spending, switch platforms, or abandon services.
- 73% of platforms analyzed continue deploying forced-action designs that push users into unintended purchases.
- Consumer harm varies widely: the gap between best and worst across the 12 platforms is large.
Self-reported harm numbers show a paradox: 81% can identify a dark pattern, 69% want stricter regulation, yet 85% still fall for them. The conclusion: trust is fragile, but the door to better UX is open if platforms commit to transparency.
Online marketplaces and the trust economy
Regulatory momentum exists but enforcement gaps persist. After penalties on PhysicsWallah and McAfee for dark patterns, other players like Zepto and FirstCry faced penalties for non-compliance.
The guidelines from 2023 do not always translate cleanly into action, since distinguishing fake urgency from real supply remains a gray area.
Consumers are vocal: 81% can spot a pattern; 69% want tougher rules; 85% still fall for tricks. The paradox suggests a shift: trust grows when UX is fair, transparent, and predictable.
Roadmap to better UX in 2026
- Stage 1: Ban pre-selected add-ons across travel, e-commerce, and quick commerce checkout flows. Require all-inclusive pricing in search results, and establish a fast-track complaint portal with 30-day resolution mandates.
Stage 1 continued: Addressing the top three dark patterns directly helps curb coercive purchases. - Stage 2: Build sector-specific dark-pattern audit standards for high-GMV platforms. Require quarterly UX transparency reports for platforms above Rs 500 crore GMV, and train judges and investigators on UX testing.
Stage 2 continued: Operational audit infrastructure ensures consistency across the market. - Stage 3: Create a public benchmarking index with quarterly scoring across all platforms. Require annual third-party UX audits for platforms above Rs 500 crore GMV with results published, and release an annual state-of-dark-patterns report with enforcement outcomes.
Stage 3 continued: Public accountability drives healthier competition and clearer pricing.
Addressing dark patterns directly is essential to restore trust in online marketplaces.
Beyond the numbers, the report emphasizes a growing willingness to pay more for fair UX. The trust economy could lift spending if platforms deliver truth in pricing and honest flows.
Practical takeaways
- For users: stay curious, compare prices, and watch for hidden fees before checkout.
- For users: when shopping on online marketplaces, compare offers across platforms to avoid drip pricing.
- For platforms: invest in UX clarity, public dashboards, and genuine opt-in choices—because trust is a two-way street.
The report also flags that several platforms claimed compliance but failed in independent checks. Stronger verification is essential for a stable market, not glossy self-audits alone.
Travel apps illustrate the challenge: drip pricing is persistent, but trust can be earned with transparent pricing and reliable service. The contrast shows that trust is earned, not manipulated.
Original article: Datum Intelligence report. Special thanks to Datum Intelligence for the data and insights. Source: Datum Intelligence.
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References
- Original Indian Express article
- FTC: Dark patterns
- NNG: Dark patterns
- Brookings: What are dark patterns?