<![CDATA[Background: The development of electronic commerce in Indonesia is increasing, but in practice it is not accompanied by optimal business actor responsibility. Consumers still experience losses due to the products sold. Objective: This study analyzes the responsibility of business actors for products sold in electronic commerce in Indonesia and proposes a tiered model for allocating civil liability among business actors, marketplaces, and third-party providers, an aspect not yet explicitly addressed in prior studies. Methods: This research method is normative, combining a statute approach to identify relevant legal norms and a conceptual approach to analyze legal doctrines, with secondary data analyzed descriptively qualitatively. Results: Business actors are responsible for losses incurred if the marketed product does not comply with the agreement, contains defects, is unsafe to use, or the information provided is misleading. This responsibility in Indonesian law still relies on civil law provisions through breach of contract and unlawful acts, with product liability as an important basis for consumer protection. However, implementation still faces obstacles because the strict liability principle in the Consumer Protection Law is not yet consistently applied, as dispute resolution practices still often require proof of fault. Conclusion: Implementing an ideal strict liability concept, combined with the proposed liability allocation model, is necessary to strengthen legal protection for consumers and accountability among electronic trade actors, offering a normative contribution to the development of Indonesia's digital commerce law.]]>
