Asian E-Commerce Shifts Toward Transparency, Consumer Trust

E-commerce markets are facing growing pressure to compete on trust and transparency, not just discounts. India’s rules, effective January 1, 2027, will require platforms to explain product-ranking factors, identify sponsored listings, disclose a product’s lowest price over the prior 30 days when advertising a discount, and conduct annual dark-pattern audits. In Vietnam, shoppers are becoming more deliberate: a report found that savvy consumers spend more than average and often verify sellers and products, while separate market data points to slower growth and greater emphasis on quality, trust and user experience. Uzbekistan’s Competition Committee received 1,230 e-commerce complaints in 2026, with many involving major platforms and instalment services; it highlighted transparency, delivery, refunds and platform accountability as areas needing attention.