This research aims to examine the application of business ethics in Islam, particularly moral principles in muamalah transactions, as well as the challenges faced in its implementation in the modern era. Using a descriptive qualitative approach based on a literature study, this research highlights key values such as honesty, openness, trustworthiness and responsibility as the foundation of Islamic business ethics. The case study of Toko Roti Gembul in Pontianak shows how these principles can be applied in the business world. The results also reveal various challenges, such as a lack of understanding of sharia concepts, weak supervision, and not optimal integration of Islamic values in business strategies. Al-Ghazali's thoughts on positive motivation and business as fardhu kifayah also strengthen the urgency of ethics in building a fair and sustainable economic system. This research is expected to be an academic and practical contribution in encouraging the application of Islamic values in modern business activities.Keywords: Islamic business ethics, morals, muamalah, transactions, sharia principles.

This research examines the suitability of e-commerce practices with the principles of fiqh muamalah in Islam, especially in the aspects of transaction validity, justice, consumer protection, and the application of business ethics. The method used is descriptive qualitative with a literature research approach to analyze Islamic economic theory, fiqh muamalah regulations, and their relevance to digital transaction practices. The research data was obtained from secondary literature sources, including books, scientific journals, fatwas from the National Sharia Council of the Indonesian Ulema Council (DSN-MUI), as well as references from the Qur'an and Hadith.The results show that e-commerce practices are acceptable in Islam as long as they fulfill principles such as transparency, honesty, and transaction security. Salam and istisna' contracts are identified as the most suitable contracts for digital transactions as they fulfill the terms and conditions stipulated in Islamic law for buying and selling. However, challenges such as uncertainty (gharar), usury, fraud (tadlis), and gambling (maisir) need attention through regulation and the application of business ethics based on Islamic law. This research is expected to contribute to business people, policy makers, and academics in integrating Islamic economic values with technological advances to build a fair and sustainable business ecosystem.Keywords: E-commerce, Fiqh Muamalah, Islamic Economics, Salam Contract, Maqashid Sharia.