Consumer Law and Market Economy

Abstract

My thesis's is primary focused on evaluating the structural inadequacy of traditional European Union consumer law in e-commerce and its necessary evolution. The first part talks about the past of protecting consumers and how it has changed throughout history to become more important in today’s technological environments. It also highlights the influence of legal ideals such as fairness, honesty, and responsibility on modern markets. Sharing to the exponential scale complexity of e-commerce has fundamentally broken the assumptions underlying traditional consumer law, creating profound power asymmetries and legal concern within the EU’s internal market. The analysis aims to evaluate the impact of EU consumer protection law on the operation and stability of digital marketplaces, specifically in promoting consumer trust, equitable competition, and economic effectiveness. It aims to assess the effectiveness of current legislative frameworks in protecting consumers and promoting equitable development in the world of digital commerce. The AIM is to analysis will critically evaluate the effectiveness and limitations of the EU directives and enforcement mechanisms to determine if they successfully bridge the gap between traditional legal principles and modern digital realities using legal-doctrinal and economic analytical methodology. A notable example of coordinated EU oversight in avoiding unfair acts and promoting trust in online transactions is the enforcement case against SHEIN in 2025. overall.The results shows that EU law on consumers improves market trust, openness, and competitiveness, but that it is difficult to implement and comply with across borders. The thesis argues that flexible, economically informed, and collaborative legal frameworks are crucial for sustaining trust, innovation, and equity in Europe’s developing digital economy.