E-commerce governance in Ethiopia: existing law faces compliance challenges

Despite the convenience, the legal framework governing these activities, primarily the Electronic Transaction Proclamation, is often overlooked or not fully adhered to. The law does not categorize e-commerce as a single entity but regulates it based on the distinct roles of various actors: E-Commerce Operators sellers, Platform Operators digital marketplaces, Intra-Platform Operators aggregators, informal individual sellers, consumers, and delivery service providers. While the Proclamation and draft regulations do not always clearly distinguish these roles, an E-Commerce Operator is generally a seller, a Platform Operator provides the digital infrastructure, and an Intra-Platform Operator structures transactions as an aggregator, such as in ride-hailing or food delivery.

The law imposes obligations on these actors, including requiring Platform Operators to authenticate the identity of E-Commerce Operators to prevent deception. Crucially, Article 28 mandates strict disclosure requirements for suppliers before contract formation, ensuring consumers receive detailed information about identity, price, product description, delivery, refund policies, payment methods, privacy, and dispute resolution. This disclosure is vital as consumers cannot physically inspect goods online.

Furthermore, the law obliges suppliers to allow customers to