Feature lists for online stores tend to grow without limit: wishlists, loyalty points, chatbots, augmented reality, subscriptions. Every extra feature adds cost, testing and something more to maintain, and many stores launch with features nobody uses while missing the basics that build trust.
A better approach is to plan your store in three tiers: what you need to sell legally and reliably, what helps you sell well, and what to add only when your own data shows the need. This guide covers each tier for stores selling in India.
Tier 1: Essential to sell legally and reliably
These are non-negotiable at launch.
Clear business and policy information
India's Consumer Protection (E-Commerce) Rules, 2020 require online sellers to display key information clearly. Every e-commerce entity must show its legal name, the principal geographic address of its headquarters and all branches, website details, and contact details for customer care and a grievance officer (Rule 4(2)) (rule text (opens in a new tab)).
The grievance officer's name, contact details and designation must be displayed. Complaints must be acknowledged within 48 hours and redressed within one month (Rules 4(4) and 4(5)).
If you sell your own stock directly, the rules call you an "inventory e-commerce entity" (Rule 3(1)(f)). You must also clearly show:
- your policies on returns, refunds, exchanges, warranty and guarantee, and delivery and shipment, including the cost of return shipping
- the payment methods you accept, with any fees or charges, chargeback options and your payment provider's contact information
- your grievance redressal details
- the total price as a single figure, with a breakdown of charges such as delivery and the applicable tax
- a ticket number for each complaint, so customers can track its status (Rule 7(1))
On your website, this means a footer and checkout that link to these policies, a visible contact page, product and cart pages that show the full price clearly, and a complaint process that issues a trackable reference number.
Consent and personal data
Under the same rules, a customer's consent to a purchase can only be recorded through an explicit and affirmative action, never automatically, for example through pre-ticked checkboxes (Rule 4(9)). India's Digital Personal Data Protection Act, 2023 also requires:
- a notice explaining what personal data you collect and why (s.5)
- consent that is free, specific, informed, unconditional and unambiguous, with a clear affirmative action (s.6)
- reasonable security safeguards to protect that data (s.8)
(DPDP Act, 2023 (opens in a new tab)). The DPDP Rules, 2025 were notified on 14 November 2025 with an 18-month phased compliance timeline (PIB (opens in a new tab)).
In practice: a clear privacy policy, consent boxes (including for marketing) that start unticked, and secure handling of customer data.
This is general information, not legal advice. Confirm your obligations with a legal professional.
Secure, familiar payments
- UPI, cards, net banking and wallets through a trusted payment gateway
- Cash on delivery if your customers expect it, ideally with controls such as order-value limits or areas where it's offered
- HTTPS throughout, and a checkout that never shows security warnings
A mobile-first store
Many of your customers will shop on their phones, so design for small screens first: readable product pages, large tap targets and a short checkout.
Product pages that answer questions
- clear photos from several angles
- an accurate description, specifications and variants (size, colour, material)
- the full price, stock status and delivery information
- your returns and exchange terms within easy reach
A checkout that doesn't lose people
- guest checkout, so a first-time buyer doesn't have to create an account
- as few steps and form fields as possible
- order confirmation on screen and by email or message
Order management behind the scenes
An admin area where you can add products, update stock, process orders, issue refunds and see what's selling.
Tier 2: Important to sell well
Add these at launch if the investment makes sense now, or soon after.
- Search and filters: essential once your catalogue grows beyond a handful of products.
- Shipping setup: delivery zones, charges, pincode checks and courier integration.
- Order tracking and notifications: updates by email, SMS or WhatsApp reduce "where is my order?" calls.
- Customer accounts: order history, saved addresses and quick reorders for returning buyers.
- Analytics: traffic sources, conversion rate and best-sellers, so decisions are based on data.
- Basic SEO structure: clean URLs, unique titles and descriptions, and fast pages, so products can be found in search.
- Tax-ready invoices: invoices that suit your GST registration and the way you sell. Confirm the specifics with your accountant.
Tier 3: Add when your data shows the need
Optional features are worth adding when there's evidence your store needs them. Use these signals as a guide:
| If you see this… | Consider adding |
|---|---|
| Many visitors return but don't buy | Wishlists or "notify me" alerts |
| Customers ask the same questions before buying | Live chat, or a better FAQ on product pages |
| Buyers hesitate on higher-priced items | Customer reviews and ratings |
| The same customers buy regularly | Subscriptions or a loyalty programme |
| Significant orders from other states or countries | More languages, currencies or shipping options |
| Trade buyers ordering in bulk | B2B pricing, trade accounts and quote requests |
| Many products and a long sales cycle | Personalised recommendations |
| A high rate of carts left behind | Cart reminders and a review of checkout friction |
This keeps your build focused, and your investment goes into features that earn their place.
Features that are easy to over-invest in
Some features sound essential but rarely pay off for a new store: complex recommendation engines before you have enough customers to train them, augmented reality previews for products that don't need them, and elaborate loyalty schemes before you know who your repeat buyers are. Start simple, measure, then invest where the data points.
A launch checklist
Before you go live, check that your store has:
- Legal name, address, customer care and grievance officer details visible
- Returns, refunds, exchange, warranty, delivery (including return shipping cost) and payment information published
- A complaint process that gives customers a ticket number to track
- The total price shown clearly, with a breakdown of charges
- A privacy policy, and no pre-ticked consent boxes
- HTTPS everywhere, and a tested payment gateway
- A fast, mobile-friendly design, tested on real phones
- Complete product pages: photos, descriptions, variants, stock and price
- Guest checkout and order confirmations
- Shipping zones and delivery charges set up
- An admin process for orders, stock and refunds
How we build it
Both of our ecommerce packages, the WooCommerce Store and Custom Ecommerce (React / Next.js), include payment gateway and shipping integration, live chat and social media integration. We help you plan the right Tier 2 and Tier 3 features for your catalogue. See what each includes on our ecommerce website development page, or read about custom React & Next.js stores. If you're still choosing a platform, our WooCommerce vs Shopify vs custom guide will help. To plan the investment, see the ecommerce website cost guide. After launch, our website maintenance services keep the store updated and secure.
Frequently asked questions
What information must an Indian online store display? Under the Consumer Protection (E-Commerce) Rules, 2020: your legal name, address, website details, and customer care and grievance officer contacts. If you sell your own stock, also your return, refund, exchange, warranty, delivery and return-shipping information, payment methods and their charges, the total price with a breakdown, and a ticket number for each complaint.
Do I need cash on delivery? It depends on your customers. If they expect it, offering cash on delivery can help conversions. Many stores manage the risk with order-value limits or by offering it only in certain areas.
Can I use pre-ticked boxes to collect marketing consent? You shouldn't. The DPDP Act requires consent to be given "with a clear affirmative action", which a box ticked in advance doesn't provide. The E-Commerce Rules separately bar recording a customer's consent to a purchase automatically, including through pre-ticked checkboxes. Start every consent box unticked.
Which features can wait until after launch? Wishlists, loyalty programmes, subscriptions, recommendations, extra languages and similar features. Add them when your sales data or customer questions show a clear need.
Is live chat essential? Not for every store. It's most useful when customers regularly have questions before buying. Our ecommerce packages include live chat integration, so it's ready when you need it.
Planning your store's features?
Tell us what you sell and how. We'll help you separate the essentials from the nice-to-haves and give you a clear, fixed quote.
