<![CDATA[Privacy and security of user data is a crucial issue in the digital era, especially for e-commerce platforms such as Shopee. This journal aims to discuss ethical principles business that Shopee implements in managing user data, the challenges it faces in maintaining customer trust, as well as the strategies used to protect it personal information. With a qualitative approach, this research identifies steps strategic steps taken by Shopee to protect user data and ensure transparency. This research also provides recommendations for other companies in adopt similar ethical practices, thereby increasing trust and loyalty user. Research by Asviara et al. (2024) shows that the implementation of business ethics in managing user data has become a critical factor that determines success e-commerce platform in the digital era. In the context of Shopee, integration between standards international security with local practices has created a data protection system comprehensive. This not only increases user confidence but also providing a competitive advantage for the platform in the e-commerce competition getting tighter.]]>
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