This research explores emerging challenges and legal issues relevant to the ecommerce zone in Pakistan, including privacy concerns, digital fraud, deceptive marketing practices, and the regulation of online marketplaces. The study's initial phase is focused on empirical research on the significance, challenges, and chances of expansion of ecommerce. Secondly, this research deals with a comprehensive review of existing online consumer protection laws, regulations, and relevant judicial
precedents in Pakistan. Special attention is given to laws governing e-commerce transactions, data protection, electronic payments, consumer rights, and dispute resolution mechanisms. Based on the findings, the study provides recommendations for strengthening the legislative and regulatory framework for online consumers in Pakistan. These recommendations include legislative amendments, regulatory enhancements, awareness campaigns, and capacity-building measures aimed at empowering consumers and promoting fair and transparent practices in the digital marketplace. To be Specific, this paper pursues the restructuring of consumer rights and digital trust in Pakistan, fostering a conducive environment for sustainable e-commerce growth and innovation. 

1. Humaira Noor, 2. Hashmat Sultana

1. Legal Intern/Trainee District & Sessions Court Peshawar, KP, Pakistan.
2. Advocate, District & Sessions Court Peshawar, KP, KP, Pakistan.

commerce, consumer, protection, laws, online, consumer, protection, importance, consumer, protection, consumer, courts, legal, procedure, filing, complaint,

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