<![CDATA[The implementation of Islamic business ethics in online buying and selling activities is a fundamental aspect that requires serious attention in the digital era. The rapid development of e-commerce provides various conveniences for society, yet it also presents new challenges related to honesty, justice, responsibility, and transparency. From an Islamic perspective, these values serve as moral principles that must be upheld by both sellers and buyers to ensure that transactions are lawful, safe, and beneficial. The findings show that online buying and selling practices do not fully reflect the ethical values of Islamic business. Various violations are still found, such as discrepancies between products and descriptions, dishonesty in product information, unilateral cancellations, delayed payments, and even fraud. Other obstacles include the lack of clear fiqh regulations regarding e-commerce, limited understanding of Islamic business ethics among business actors, intense market competition, and weak oversight of online transactions. These issues indicate the urgent need for behavioral improvement and increased literacy in Islamic ethical principles. Using a qualitative approach that describes phenomena in depth, this study affirms that the application of the four main principles of Islamic business ethics justice, free will, responsibility, and truthfulness is essential to creating dignified digital transactions. Therefore, strong commitment is required from all parties: sellers must act honestly and responsibly, buyers must fulfill their obligations, and e-commerce platforms must provide transparent and secure systems. With consistent application of Islamic ethics, online buying and selling activities can not only offer convenience but also bring blessings, protect consumer rights, and create a sustainable digital business ecosystem that aligns with Sharia principles]]>
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