Consumer Rights Protection in Cross-Border E-Commerce under the Regulation of International Economic Law

Born from the convergence of digital technologies and global commerce, cross-border e-commerce has significantly contributed to worldwide economic expansion while simultaneously giving rise to pressing difficulties in safeguarding consumer interests. Grounded in the analytical lens of international economic law, this paper draws on literature analysis and case study methods to systematically investigate the institutional frameworks for consumer protection operating at two levels—the multilateral trading system and regional trade agreements—and to analyze three practical dilemmas: the fragmentation of multilateral rules, jurisdictional conflicts and obstacles to the application of law, and governance gaps in cross-border personal data transfers. On this basis, the paper proposes a coordinated approach that includes incorporating a dedicated consumer protection chapter into World Trade Organization (WTO) e-commerce negotiations, deepening regional enforcement cooperation and strengthening the dispute resolution role of platforms, and improving domestic data protection legislation to align with international rules, with the aim of achieving an effective balance between trade liberalization and consumer protection.