Recently, the Centre made E-commerce rules quite stringent in order to stifle predatory pricing. For example, online retailers now can't sell products of companies in which they own stakes. Another rule says that they are barred from entering into exclusive merchandise deals.

Can these new rules, which will be implemented from February 1, result in far lesser discounts for customers? Experts say that there is nothing to worry. Online retailers will find "innovative ways" to give discounts.

Under-invoiced imports will continue, making it possible for discounts to continue. There are other hopes for customers: Discounts coming from the seller's end; e-commerce platforms giving discounts, mobile wallets and payment gateways continuing with their exciting offers, and those offered by banks for using their cards.

In any case, deep discounts will end in the long run. For now, customers don't have much to worry.