The advancement of technology through online platforms like Bukalapak has revolutionized the paradigm of buying and selling transactions, providing convenience but also posing risks, especially concerning the potential for fraud. Despite regulations such as the Consumer Protection Law and Government Regulation No. 80 of 2019, cases of fraud and discrepancies between ordered and received goods persist, emphasizing the need for better understanding and protection for consumers. The research aims to: 1) Address legal issues regarding consumer protection in online transactions through Bukalapak; 2) Develop legal knowledge related to legal efforts for consumers experiencing losses in such transactions. The research employs a normative emperial legal approach with data collection techniques including interviews and library research. In analyzing this research data, researchers use inductive methods. Results highlight the role of regulations, business permits, business ethics, and administrative sanctions in enhancing consumer protection. Consumers facing losses have legal options through the courts or dispute resolution institutions, including conciliation, mediation, and arbitration. The research conclusion emphasizes the necessity of improving legal understanding and awareness among consumers and business actors. Regulations need continuous refinement to respond to the dynamics of online transactions, ensuring effective dispute resolution and protection of consumer rights.