Online Shopping Dark Patterns: 8 Tricks Every Buyer Should Recognise
Online shopping makes it possible to compare products, check reviews and complete purchases from a phone. However, the design of a shopping website or app can sometimes influence customers in ways they may not immediately notice.
Some platforms use interface techniques that encourage users to take actions they did not originally intend. These practices are commonly called dark patterns. They can make it difficult to understand the full price, decline an additional service or cancel a subscription.
The Central Consumer Protection Authority issued the Guidelines for Prevention and Regulation of Dark Patterns in November 2023. The guidelines identify 13 types of deceptive design practices.
A limited offer may be genuine, but shoppers should avoid making a purchase simply because a countdown or warning appears on the screen.
Before paying, review every line in the cart. Check whether delivery protection, gift wrapping, a donation or another service has been added.
Delivery fees, platform charges and other costs should be reviewed before payment. Compare the final payable amount rather than relying only on the first price displayed.
Before signing up, check the trial's duration, renewal date, recurring price and cancellation instructions. Do not enter payment details without understanding what happens when the trial ends.
For example, the button to reject an offer may be written in a way that makes the customer feel irresponsible. The wording should not influence a decision that ought to be based on actual need.
Consider whether the request is necessary for the purchase. Avoid providing extra details simply because the same prompt appears repeatedly.
Consumers should keep order confirmations, screenshots of unexpected charges and relevant communication if they need to raise a complaint. They can approach the National Consumer Helpline through its official channels.
Being aware of these techniques does not mean avoiding online shopping altogether. It means slowing down at important stages and making sure that every purchase, add-on and recurring payment reflects an informed choice.
Some platforms use interface techniques that encourage users to take actions they did not originally intend. These practices are commonly called dark patterns. They can make it difficult to understand the full price, decline an additional service or cancel a subscription.
The Central Consumer Protection Authority issued the Guidelines for Prevention and Regulation of Dark Patterns in November 2023. The guidelines identify 13 types of deceptive design practices.
1. False urgency
A website may display messages such as "only two left" or "sale ends in five minutes". These messages can pressure customers into buying quickly.A limited offer may be genuine, but shoppers should avoid making a purchase simply because a countdown or warning appears on the screen.
2. Basket sneaking
This happens when an additional product or service appears in the shopping basket without the customer clearly choosing it.Before paying, review every line in the cart. Check whether delivery protection, gift wrapping, a donation or another service has been added.
3. Drip pricing
A product may initially appear inexpensive, but additional charges become visible only towards the end of the checkout process.Delivery fees, platform charges and other costs should be reviewed before payment. Compare the final payable amount rather than relying only on the first price displayed.
4. Subscription traps
A service may offer a trial period but make the process of cancelling or stopping automatic renewal difficult.Before signing up, check the trial's duration, renewal date, recurring price and cancellation instructions. Do not enter payment details without understanding what happens when the trial ends.
5. Confirm shaming
Some websites use emotionally loaded wording to discourage users from declining an optional service.For example, the button to reject an offer may be written in a way that makes the customer feel irresponsible. The wording should not influence a decision that ought to be based on actual need.
6. Forced action and nagging
A platform may repeatedly ask customers to sign up, share personal information or enable notifications before allowing them to continue.Consider whether the request is necessary for the purchase. Avoid providing extra details simply because the same prompt appears repeatedly.
A simple checkout checklist
Before confirming an online order:- Check the product name, size, quantity and seller details.
- Review the complete price, including additional charges.
- Remove any item or service that you did not select.
- Read subscription and renewal conditions.
- Check the return, refund and cancellation policy.
- Review the payment screen before entering the final confirmation.
What are the rules in India?
The CCPA's 2023 guidelines cover 13 recognised types of dark patterns. In June 2025, the authority also advised e-commerce platforms to conduct self-audits to identify and address such practices.Consumers should keep order confirmations, screenshots of unexpected charges and relevant communication if they need to raise a complaint. They can approach the National Consumer Helpline through its official channels.
Being aware of these techniques does not mean avoiding online shopping altogether. It means slowing down at important stages and making sure that every purchase, add-on and recurring payment reflects an informed choice.
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