The study aimed to determine the impact of government regulation on the operations of digital platforms and the management strategies of e-commerce companies, with a view to optimising business processes and ensuring compliance with legislation. The methodology included methods such as statistical analysis, comparative analysis, the systems approach, and the generalisation method. The study determined that the share of online sales in global trade rose from 12% in 2015 to over 20% in 2024-2025. In Ukraine, the volume of online sales reached approximately UAH 256 billion in 2025. The study established that Ukrainian legislation combines the protection of consumer rights, personal data and the legal validity of electronic agreements, but requires further harmonisation with international standards and the improvement of risk management systems for the stable development of e-commerce. The study summarised that France and Germany set high standards for personal data protection through the General Data Protection Regulation, the US focuses on the legitimacy of electronic agreements through the E-SIGN Act, and China regulates platform activities and digital payments, ensuring transaction security and the transparency of digital markets. Online marketplaces and payment services are implementing systems for vendor verification, ratings and reviews, product quality control, ensuring transaction transparency and cybersecurity, which promotes self-regulation of digital markets and compliance with government regulations. The recommendations include process automation, data protection, integration of regulatory requirements, risk management and staff training to enhance the transparency of operations, transaction security and the operational efficiency of e-commerce companies. The findings can be used by company managers, digital platform analysts and legislators to optimise business processes, implement compliance policies and improve regulatory mechanisms in the e-commerce sector