The digital age has revolutionized commerce, enabling consumers to access a global marketplace through e-commerce platforms and online transactions. However, this transformation has introduced significant challenges for protecting consumer rights, ranging from privacy concerns and fraud to disputes over product quality and returns. This paper explores the evolving landscape of consumer rights in the context of e-commerce, focusing on regulatory frameworks, consumer expectations, and the responsibilities of online platforms. The study highlights the need for stronger protections and offers recommendations to balance convenience with consumer safety in the digital marketplace.