Analysis of Business Ethics in Online Buying and Selling Practices from an Islamic Economic Perspective

The rapid growth of e-commerce has transformed conventional trade practices, offering consumers and businesses increased convenience and access. However, this digital shift has also given rise to ethical concerns, including fraud, misinformation, lack of transparency, and manipulation through fake reviews. This study analyzes online buying and selling behavior through the lens of Islamic business ethics (akhlak al-tijarah), which emphasizes honesty, justice, trustworthiness, and mutual consent. Using a qualitative-descriptive methodology, the research compares current marketplace practices with ethical principles outlined in Islamic teachings. Findings reveal significant gaps between prevailing e-commerce behaviors and Islamic ethical standards, particularly in areas of transparency, truthful advertising, and fair pricing. Nonetheless, the study also identifies ethical practices aligned with Islamic values, such as halal product labeling and consumer-friendly return policies. The research concludes by emphasizing the need for greater integration of Islamic ethics into online commerce to ensure transactions are not only efficient and profitable, but also morally and spiritually accountable, especially in Muslim-majority markets.