Cross-Border Consumer Protection In E-Commerce: Evaluating The Effectiveness Of Local Consumer Laws Against Fraudulent International Sellers

Abstract

The rapid proliferation of global e-commerce has fundamentally transformed consumer behavior, enabling seamless transactions across international borders. However, this digital expansion has simultaneously exposed consumers to heightened risks of cross-border fraudulent practices, including non-delivery of goods, counterfeit products, and deceptive marketing. This paper evaluates the operational effectiveness of domestic (local) consumer protection laws when applied to fraudulent international sellers, with a dedicated focus on the evolving Indian regulatory landscape. By examining jurisdictional hurdles, choice-of-law dilemmas, and the systemic challenges of cross-border enforcement, the research highlights a critical regulatory gap. While domestic frameworks—such as India's Consumer Protection Act, 2019 , the EU's Consumer Rights Directive, or the US Federal Trade Commission guidelines—offer robust internal protections, their extraterritorial enforcement remains severely limited. The study analyzes the pivotal role of international cooperation frameworks alongside specific Indian statutory provisions, concluding that safeguarding the digital marketplace requires a shift from isolated local legislation to harmonized international enforcement mechanisms and decentralized, tech-driven dispute resolution platforms.