Consumer Protection in E-Retailing in ASEAN

Consumer Protection in E-Retailing in ASEAN

Huong Ha


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This book examines how consumers are protected on the online marketplace in the context of ASEAN countries.

While many sectors have been badly affected by the COVID-19 pandemic, e-retailing is one of the booming sectors during this period. Actually, the e-retailing sector was already booming even before the global pandemic. Although e-retailing offers many opportunities for businesses and consumers, there are several issues associated with e-consumer protection.

This book examines how consumers are protected on the online marketplace in the context of ASEAN countries.

Specifically, this project: (i) Discusses the six issues of e-consumer protection (e.g., information about transaction, product quality, privacy, security, redress, and jurisdiction); (ii) Examines the policy/governance approach adopted by different sectors to address the issues of e-consumer protection; and (iii) Proposes a multi-sector governance framework for e-consumer protection.

Three short case studies on Lazada in Singapore, Shopee in Vietnam, and Zalora in Malaysia are also included to illustrate how well-known e-retailers protect their e-customers.

Overall, this book is interdisciplinary, including research on consumer protection, governance, management, and policy/regulation. It provides sources of information and knowledge which focus on both theoretical and practical aspects of e-consumer protection in ASEAN countries. Also, the roles from different sectors are examined to produce comprehensive findings and analysis of the governance process.


Huong Ha:
Associate Professor Huong Ha is Head, Business Programmes, at School of Business, Singapore University of Social Sciences. She has been affiliated with University of Newcastle, Australia. Her previous positions include dean, director of R&D, deputy course director, chief editor, executive director, business development manager, and so on. She holds a PhD from Monash University (Australia) and a master’s degree from NUS (Singapore). She was a recipient of many teaching excellence awards, scholarships, and research-related grants. She has published more than 80 journal articles, books, book chapters, conference papers, etc. She is an invited member of the scientific and/or technical committees of international conferences, and a reviewer of high-ranking international journals.