New Delhi, Sept. 11 -- E-commerce platforms have welcomed the new rules to strengthen consumer protection, but flagged implementation challenges around price disclosures, search rankings and annual certification requirements.

Executives from three e-commerce platforms said the broad objective of strengthening consumer protection and transparency was welcome, but some provisions required closer examination from an implementation perspective. However, they worry that the new rule requiring them to share the main factors used to rank products and sellers, and the importance given to each factor, could reveal how their search system works, and potentially help rivals.

"Regulation should strengthen consumer trust while preserving ease of doi...