272 INOVASI STANDARDISASI MARKETPLACE DALAM MERESPON E-COMMERCE SEBAGAI UPAYA MENUJU CAVEAT VENDITOR (STANDARDIZATION MARKETPLACE INNOVATION IN RESPONDING TO E-COMMERCE EFFORT TOWARDS CAVEAT VENDITOR CONDITION) Tasya Safranita Ramli, Ega Ramadayanti, Maudy Andreana Lestari, Rizki Fauzi Fakultas Hukum Universitas Padjadjaran Email: tasya.safranita@unpad.ac.id Naskah diterima: 6/1/2021, direvisi: 24/5/2021, disetujui: 7/6/2021 Abstract Technological development in information and communication have always experienced the dynamics that transform conventional life into the digital age. Today, it is known as a digital business innovation that relies on the internet network to be able to transact in the virtual world, namely e-commerce. As for then, there is a marketplace as a big player in the digital economy era that facilitates businesses or online shops to transact with consumers. This signifes a change from conventional to virtual. With the aim to review the importance of the role of the government in supervising transaction activities on e-commerce through innovation of standardization marketplace. . This kind of research uses a normative juridical approach by explaining the provisions of the prevailing legislation. Used secondary data source and online library research. Also conducted a study of the case material, analysis and comparative law relating to this research provide the basis for thought and adjustment for the proper innovation. The results showed innovation in the form of a marketplace standardization mechanism called Insem or Indonesian National Standard for e-Commerce on Marketplace. Given the lack of regulations that respond comprehensively related to the digital economy in the feld of marketplace and the need in the form of shifting conditions from caveat emptor to caveat venditor as a form of guarantee the transaction security. Therefore, a comparative study was conducted in Singapore and China on the government’s supervision mechanisms that have been harmonized to be implemented in Indonesia. Thus, the escalation of the digital economy can be realized immediately by achieving perfect caveat venditor conditions in Indonesia.. Keywords: Caveat Venditor, Digital Economy, Innovation, Government Supervision, Marketplace Standardization Abstrak Kemajuan teknologi dalam bidang informasi dan komunikasi selalu mengalami dinamika yang mentransformasikan kehidupan konvensional memasuki era digital. Dewasa ini, dikenal suatu inovasi bisnis digital yang mengandalkan jaringan internet untuk dapat bertransaksi dalam dunia virtual, yaitu e-commerce. Adapun kemudian, terdapat marketplace sebagai pemain besar dalam era ekonomi digital yang memfasilitasi pelaku usaha atau online shop untuk bertransaksi dengan konsumen. Hal tersebut menandakan perubahan dari sarana yang bersifat konvensional menuju virtual. Dengan tujuan untuk mengkaji pentingnya peran pemerintah dalam mengawasi kegiatan transaksi pada e-commerce melalui inovasi standardisasi marketplace. Penelitian ini menggunakan pendekatan yuridis normatif dengan menerangkan berbagai ketentuan dalam perundang-undangan dengan sumber data menggunakan data sekunder, yang terdiri dari beberapa bahan hukum serta riset pustaka secara daring. Dilakukan pula pengkajian bahan pustaka berupa kasus, analisis dan perbandingan hukum yang berkaitan dengan penelitian sebagai dasar pemikiran dalam pemberian inovasi yang tepat. Hasil penelitian menunjukkan inovasi berupa mekanisme standardisasi marketplace yang disebut Insem atau Indonesian National Standard for E-Commerce on Marketplace, yang dilakukan melalui analisis terhadap kajian literatur standar nasional dan penambahan pasal terhadap regulasi yang telah ada. Mengingat belum adanya regulasi yang