<![CDATA[The rapid expansion of e-commerce in Indonesia has provided consumers with greater convenience, efficiency, and access to various products and services. However, digital transactions also expose consumers to risks such as fraud, misleading product information, transaction disputes, and misuse of personal data. This study aims to analyze the adequacy of consumer legal protection in Indonesian e-commerce transactions and identify the main challenges affecting its implementation. The study employs a normative legal method using statutory and conceptual approaches. Primary legal materials consist of regulations concerning consumer protection, electronic transactions, electronic commerce, and personal data protection. Secondary materials include books, official publications, and national and international journal articles published mainly between 2019 and 2025. The materials were analyzed qualitatively through inventory, classification, interpretation, and deductive reasoning. The findings show that the primary issue does not lie in the absence of regulations, as Indonesia already has a relatively adequate legal framework for consumer protection in e-commerce. Instead, the main weaknesses arise from its implementation, particularly limited supervision of digital businesses, inconsistent law enforcement, inadequate transaction transparency, difficulties in accessing dispute resolution, personal data security risks, and low consumer digital literacy. The study concludes that stronger regulatory coordination, platform accountability, accessible dispute resolution, consistent supervision, and continuous consumer education are required to provide substantive protection in digital transactions]]>
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