That one-click buy wasn’t as harmless as it seemed.
We’ve all been there. You visit an online store, scroll through the seasonal sale, add something impulsively to the cart, and before you know it, you’ve clicked through three pop-ups, skipped a barely visible checkbox, and shared more data than you realize. Welcome to the subtle world of dark patterns — UI/UX design choices that manipulate user decisions under the guise of seamless convenience.
Coined by UX designer Harry Brignull in 2010, dark patterns are deceptive design strategies that trick users into taking actions they may not have consciously chosen, such as buying, subscribing, or consenting. They’re not illegal yet, but they live in a growing grey zone of data ethics and digital responsibility. And for e-commerce platforms, they’re often a shortcut to better conversion metrics at the cost of user trust.
The Design Behind the Deception
Take opt-out defaults, for instance: a box for marketing emails that’s already checked when you create an account. Or the infamous “Confirmshaming”, where clicking “No” comes with guilt-tripping copy like “No thanks, I don’t want to save money.” Then there’s the roach motel, where it’s easy to get in (subscribe), but painfully hard to leave (unsubscribe).
What happened with Amazon?
A 2022 investigation by the Norwegian Consumer Council scrutinized Amazon Prime’s cancellation process. What it found was a complex maze: multiple confirmation pages, hard-to-read text, and confusing choices designed to dissuade cancellation. Though Amazon has since updated the flow in Europe, the investigation triggered global debate on whether even trusted tech giants are designing friction not to help users, but to retain them.
What makes this tricky is not just intent, but impact. Amazon Prime cancellations dropped dramatically when these patterns were deployed, proving that design alone can shift user behavior, without ever improving the product itself.
Closer Home: Indian Platforms and Everyday Manipulation
In India, where over 900 million people access the internet, many for the first time, dark patterns are especially problematic. Users unfamiliar with privacy norms or digital rights are the most vulnerable. Unfortunately, dark patterns have found a home here too.
1. Goibibo
Booking a hotel on Goibibo? Look closer. The platform frequently displays urgency cues such as , “Only 1 room left!” or “5 people are viewing this property right now!” These cues create FOMO (fear of missing out), pushing users to act quickly, often skipping essential details or comparisons. It’s a textbook case of scarcity bias — a psychological trigger repurposed for sales.
2. Myntra
Myntra, one of India’s leading fashion e-commerce platforms, has been noted for its use of default selections and hidden costs. A typical checkout flow includes pre-selected delivery options or donation checkboxes that can go unnoticed. Additionally, unsubscribing from promotional SMSs or emails is not a one-click process, nudging users into continued passive engagement.
None of these platforms is malicious by design. But they do reflect a concerning trend: persuasion prioritized over protection.
Where Regulation Meets Design
Globally, governments are catching up. The U.S. Federal Trade Commission (FTC) recently announced plans to crack down on dark patterns, particularly in subscription services. The EU’s Digital Services Act (DSA) mandates that cancellation of services must be as easy as sign-up. India, while still drafting its consumer protection updates around digital commerce, has already flagged misleading advertisements and hidden T&Cs as unfair trade practices.
But here’s the rub: regulation can only react, while design moves fast. Which raises the real question—
How Do We Balance Persuasion With Protection?
Let’s face it: UX is supposed to guide users. Good design nudges; dark design manipulates. The line is thin. But intention matters.
What if instead of hiding unsubscribe links, brands offered clear choices? What if consent checkboxes were opt-in, not opt-out? What if urgency indicators came with disclaimers like “based on last 24-hour data”?
The good news? Some brands are experimenting. Ethical design audits are on the rise. Privacy-first platforms, like DuckDuckGo have built businesses on user trust. And startups are realizing that trust might just be the most scalable feature of all.
Looking Ahead: The Future of Digital Shopping Ethics
As India gears up for tighter data protection regimes and user awareness increases, dark patterns may go the way of spam emails — ubiquitous for a while but gradually controlled.
Here’s what needs to happen:
- Stronger UX Guidelines: Like BIS standards for toys or electronics, UX guidelines for platforms can standardize what’s acceptable.
- User Awareness Campaigns: Just as financial literacy is promoted, data literacy must be.
- Design for Consent: Not just checkboxes, but meaningful, timely nudges.
- Auditable Design: Much like code audits, UI/UX flows can be reviewed for ethical clarity.
Ultimately, the shopping cart isn’t just a product funnel—it’s a trust container. And every deceptive nudge drains it.
Final Thought:
The next time a website tells you a deal is about to expire, or a flight is 85% booked, pause. Look for the fine print. Because what we’re clicking isn’t just a button. It’s a vote for how platforms treat us.
