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Buying and selling is an essential economic activity in everyday life, especially in the context of Muslim societies that uphold sharia principles. This research aims to explore the rights and obligations of sellers and buyers in Islam, as well as the challenges faced in modern buying and selling practices, especially in the digital era. The method used in this research is a qualitative approach using literature study techniques and interviews with business people. The research results show that understanding of rights and obligations varies, with many sellers and buyers realizing the importance of transparency and honesty in transactions. However, the main challenge arises from online transactions, where uncertainty regarding product authenticity can reduce consumer confidence. Most consumers do not fully understand their rights, so further education is needed to increase awareness of transaction ethics. This research also found that the integration of technology, such as review systems and electronic contracts, can help strengthen trust in transactions. Overall, this research emphasizes the importance of collaboration between sharia principles, regulations and technology to create a buying and selling environment that is fair, sustainable and full of blessings.