This chapter looks into the consumer protection challenges of e-commerce in the two key areas of: unfair or misleading advertising and electronic fulfilment of contracts. It has as its aim a full examination of the barriers consumers face in this area and will make recommendations for improvements to the legal and regulatory framework. Descriptive methodology is applied to gather and analyze information on deceptive advertising in online retail, the effectiveness of legislative frameworks against digital fraud, and complications surrounding electronic contract performance. The data was taken from various sources like legal documents and previous studies, then analyzed to identify key issues in a very systematic manner. The study showed an increasing trend in misleading ads by online retailers, reflecting inadequacy in regulations governing such ads. The study further identified that there is a deficit in the statutory instruments on electronic fraud that also weakens the fight against cybercrimes and emphasizes more than ever before the need to update these laws in light of technological developments. It also highlighted risks associated with credit card and electronic cash transactions, underlining the need for security standards to be improved. The problems regarding proof of electronic contracts as evidenced by this were problems of preservation and record-keeping; thus, it requires improved techniques. In lines with these findings, it recommends that laws on electronic fraud should cover all aspects of cybercrime. It recommends improving security measures of electronic payments by introducing dual ways of verification and having security updates done regularly. In addition, the study stresses the need for specific criteria to acknowledge electronic documents as admissible legal evidence, the development of strategies for data retention and prevention of fraud, more vigilance related to the risks associated with false advertising and electronic payments, and education for people on how to protect their personal information and prevent fraud.