India seeks to regulate its nascent live commerce sector

NEW DELHI - India may be the largest “connected” nation with more than 800 million Internet users, but its online shopper base is just around a fourth of this number. A key reason for users to stay away from online shopping includes scepticism around the quality of products sold on the Internet as well as after-sales service.

Last week, the government announced guidelines for social media influencers, including virtual ones, making it mandatory for them to disclose material benefits they may have received from brands in lieu of promoting their products and services online. Mr Rohit Kumar Singh, secretary at the Department of Consumer Affairs, told reporters the guidelines were “an obligation for them to behave responsibly”.

The Bureau of Indian Standards has reached out to members of its retail, ecommerce and e-payment services sectional committee seeking their feedback by the end of January on live commerce norms proposed by the International Organization for Standardization . Mr Taparia said India should look at framing its rules to address specific needs of Indian online shoppers, many of whom seek greater interactivity with sellers online.

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