<p>This article examines the evolution of e-commerce in Uzbekistan through a three-level framework of institutions, consumer behavior, and platform strategies. It argues that in transition economies, digital transformation depends less on technological readiness than on the alignment of state-led reforms, infrastructural investment, and mechanisms of trust and legitimacy. Drawing on sectoral data, government initiatives, and comparative studies, the analysis shows how regulatory reforms, fintech integration, and culturally resonant platform design have supported growth in fashion, electronics, and textiles. Yet persistent barriers, fragmented governance, low digital literacy, and limited financial interoperability, continue to restrict broader participation. Comparative insights from cases such as Nigeria and Thailand reinforce the conclusion that sustainable e-commerce growth requires coordinated investments in capacity, digital literacy, and supportive institutions. While grounded in Uzbekistan, the findings speak more broadly to debates on institutional coherence and trust-building as preconditions for digital commerce in transition economies.</p>