The rapid growth of e-commerce has transformed the way consumers shop, making online transactions convenient and efficient. However, this expansion has also increased the risk of cyber threats, data breaches, and unauthorized access to sensitive customer information. Ensuring data security has therefore become a critical challenge for e-commerce platforms. This study focuses on enhancing data security in e-commerce by preventing data leaks and protecting customer information through technological, regulatory, and behavioral measures.

The research examines the impact of stringent data protection practices on customer trust, perception of data security, and online shopping behaviour. Primary data was collected from 60 respondents using a structured questionnaire, and descriptive analysis was applied to interpret consumer awareness, security preferences, and trust factors. The findings reveal that data security is considered extremely important by most users, with features such as two-factor authentication, clear privacy policies, and secure payment gateways significantly influencing trust. The study also highlights issues such as weak password practices, phishing threats, and limited awareness of data protection laws.

The study concludes that strong cybersecurity measures, customer education, regulatory compliance, and the adoption of advanced technologies such as AI-based fraud detection are essential for building trust and ensuring sustainable growth in e-commerce. The research provides practical insights and recommendations for improving data security and strengthening consumer confidence in digital marketplaces.

Key words:

Data Security Importance, Authentication Mechanisms, Privacy Policies and Transparency, Secure Payment Systems, Cybersecurity Awareness, Exposure to Cyber Threats ,AI-Based Fraud Detection Systems, Regulatory Compliance and Legal Awareness, Post-Transaction Security Measures, Demographic Influence