This study seeks to assess consumer protection and comprehensiveness in e-commerce in Tanzania. Mixed research method both quantitative and qualitative approaches were used to collect data from the study area, including, 210 respondents and 2 key informant interviews. Statistical Package for Social Sciences (SPSS) was applied for quantitative data analysis, while descriptive and content analysis was adopted for qualitative data. The findings have shown that the legal framework in Tanzania does not offer tight protection to online consumers exposing them to various online vices. Because of this majority citizens have opted not to engage in online business due to fear of being negatively affected from online businesses or suppliers. Acts of fraud, misrepresentation, lack of redress and others have dominated online business. It is therefore recommended for the government to establish a centralized body dealing with consumer rights and protection and form a single legislation on consumer protection.