Kanagayazhini K, Christ (Deemed to be University), Bangalore
ABSTRACT
E-commerce has increased in popularity across the globe as a result of recent advancements in information and communication technology. Due to the rising number of internet users, e-commerce has grown to be a very popular method of purchasing goods and services throughout time. Various reports predicted that this industry would hit new highs every year because of the extremely quick development of e-commerce in India in general and the business-to-consumer segment in particular. Consumer involvement in online shopping is growing along with internet expansion. Data privacy for consumers is a critical issue in e-commerce. E-commerce companies use a number of technological tricks to gather data or information that they then either sell or misuse in several ways. It might be an improper commercial benefit or for other objectives. This problem has a special characteristic in that on the one hand, consumers are not particularly concerned about compromising data privacy because they do not perceive any immediate consequences of doing so, and on the other hand, traders look for numerous opportunities to use such data in an illegal, unfair, and unethical manner. It is necessary to evaluate the effectiveness of Indian law provisions for online consumer data and privacy protection in light of the aforementioned challenges.
