<![CDATA[The development of digital technology has brought significant changes to the trading system, including the emergence of marketplaces such as Shopee, which is widely utilized by Muslim businesses in Palangka Raya City. This ethics study aims to analyze how Islamic business values are applied in online buying and selling practices by these businesses. The study used a descriptive qualitative approach using observation and in-depth interviews with active Muslim sellers on Shopee. The data were analyzed through stages of reduction, presentation, and drawing conclusions based on Islamic ethical principles such as the prohibition of usury (riba), the avoidance of gharar (unlawful activity), and the application of justice, honesty, and benefits (maslahat). The results show that Muslim businesses generally strive to maintain their business activities in accordance with sharia. In terms of transactions, most avoid interest-bearing loans and choose cash payment methods, Islamic bank transfers, or cash on delivery (COD) to reduce the possibility of usury. Clarity of product descriptions and price transparency are maintained to avoid gharar (unlawful activity), while speculative promotions such as sweepstakes or "mystery boxes" are avoided to avoid elements of maysir. Furthermore, they are committed to upholding fairness in pricing and service, behaving honestly with customers, and making their business a means of social welfare that benefits the surrounding community. This study concludes that Muslim business owners in Palangka Raya generally reflect Islamic business ethics, despite still facing technical obstacles and limited sharia literacy. Islamic ethics has proven relevant in facing the dynamics of the modern digital economy and serves as an important moral foundation for realizing blessings, consumer trust, and a balance between profit and social benefit. ]]>
