Introduction Electronic commerce has become an important means of conducting commercial transactions because it offers speed and convenience in purchasing goods and services online. However, this development has created legal challenges related to consumer rights, such as commercial fraud, non-compliance with product specifications, and personal data theft. Therefore, effective legal protection for consumers is essential. The Importance of Legal Consumer Protection Legal protection aims to safeguard consumer rights, strengthen trust in electronic transactions, and prevent unfair commercial practices. This protection includes the consumer's right to receive clear information about products and prices, understand contract terms, protect personal data, and obtain compensation for damages in accordance with the law. Major Legal Challenges Consumer protection in electronic commerce faces several challenges, including difficulties in verifying the identity of some sellers, misleading advertisements, products that do not match their displayed images or specifications, and difficulties in determining the applicable law when contracts involve parties located in different countries. Legal Protection Measures Consumer protection can be strengthened by enacting clear legislation governing electronic contracts, requiring sellers to provide accurate information about goods and services, ensuring secure electronic payment methods, and establishing effective mechanisms for submitting complaints and resolving disputes. Consumer awareness of legal rights and obligations when shopping online should also be promoted. Conclusions and Recommendations Legal consumer protection is essential for building trust and stability in electronic commerce. Therefore, it is recommended that legislation governing electronic transactions be developed, fraud and misleading advertising be addressed, personal data protection be strengthened, and procedures for claiming rights and obtaining compensation for damages be simplified. References 1. United Nations. (2015). United Nations Guidelines for Consumer Protection. 2. United Nations Commission on International Trade Law (UNCITRAL). (1996). Model Law on Electronic Commerce. 3. OECD. (2016). Consumer Protection in E-commerce: OECD Recommendation.