Technology has changed the conventional transaction mechanisms in the market. The fast-changing market dynamics also demand a rapid response from authorities to adopt digitization by providing the required digital Infrastructure. Without such a legal framework, the adaptation of technology in transactions will always face resistance, as in the case of Pakistan. The study comprised of three institutions at the federal level; Ministry of Commerce, Competition Commission of Pakistan, and Consumer Right Commission of Pakistan and consumer courts at the provincial level, only Punjab Consumer Protection Act has evaluated because all the acts are same with almost similar clauses. Despite this, the exploration is based on consumer rights protection from deceptive, fraudulent, and unfair trade practices. It also explores the general regulatory framework of the institutions and the anticipated regulatory framework for e-commerce. For this purpose, we measured three fonts’ relevancy, efficiency, and effectiveness. The data has been collected through multiple methods, including secondary sources, primary (questionnaires and interviews). The findings indicate that the regulatory framework, policies guideline, rules, Acts, and ordinances did not support digital consumers’ grievances. Similarly, the institutions are efficient for the traditional consumers because it has a contemporary and appropriate complaint mechanism. While, not effective because it consumes more time to resolve a case. Conversely, for digital trade/consumers, the institutions are not efficient nor effective. The survey validated to investigate consumer rights protection in the e-commerce marketplace. According to the survey, the consumers got information and order goods and services from networking sites, but Facebook and Instagram are more dominant found. Consumers often disclose that, they got defective and low-quality products during online shopping. However, if the Consumers filed a complaint, most of them do not get a suitable response from the service providers. In addition, the e-commerce platforms have no proper refund or replacement policies. Eventually, the efficiency and effectiveness of e-commerce are also based on affordability, accessibility, and available of internet service for all. Supervisor:- Dr. Ahmed Waqar Qasim