E-consumer protection refers to the protection of consumers’ interests in e-retailing where there is an imbalance of negotiation and bargaining power between buyers and sellers (Subirana & Bain, 2005). Similarly to traditional commerce, there are various forms of market failure in e-retailing. For example, asymmetric information may occur due to lack or inaccurate information posted on commercial websites. Also, e-retailers may adopt unsound business practices leading to market inefficiency (Nasir, 2004). Thus, consumer protection should be extended to e-retailing.