HUBUNGAN HUKUM DAN TANGGUNG JAWAB SHOPEE DAN TOKOPEDIA DENGAN PENYEDIA JASA DALAM MARKETPLACE DI INDONESIA

Abstrak

Pertumbuhan pesat perdagangan elektronik (e-commerce) di Indonesia yang didominasi oleh platform seperti Shopee dan Tokopedia, mendapat tantangan serius dengan maraknya peredaran barang tiruan. Fenomena ini tidak hanya merugikan konsumen dan pemilik merek sah, tetapi juga menggerogoti kepercayaan terhadap ekosistem pasar digital. Berdasarkan analisis kasus nyata, termasuk peredaran produk Hotto tiruan yang dijual dengan harga jauh di bawah pasar (Rp220.000 vs Rp335.000 untuk produk asli) dan ditemukannya ribuan transaksi sepatu olahraga merek palsu (seperti Nike) di platform, penelitian ini bertujuan untuk menganalisis hubungan hukum antara marketplace tersebut dengan para penjual, serta mengevaluasi tanggung jawab dan efektivitas kebijakan mereka dalam mencegah peredaran produk tiruan, berdasarkan regulasi nasional dan kebijakan internal platform. Penelitian ini menggunakan metode penelitian hukum normatif dengan pendekatan kualitatif, yang berfokus pada studi kasus Shopee dan Tokopedia. Data dikumpulkan melalui studi kepustakaan (library research) dengan menelaah bahan hukum primer seperti UU No. 11 Tahun 2008 dan PP No. 80 Tahun 2019, bahan sekunder seperti jurnal dan buku hukum, serta bahan tersier termasuk kamus hukum. Data yang terkumpul kemudian dianalisis secara kualitatif dengan metode berpikir deduktif untuk menarik kesimpulan dari norma hukum umum kepada praktik spesifik. Temuan penelitian, yang diilustrasikan oleh kasus-kasus tersebut, mengungkapkan bahwa meskipun Shopee dan Tokopedia telah membangun hubungan hukum dengan penjual melalui kontrak adhesi dan menerapkan berbagai langkah pencegahan seperti verifikasi penjual dan teknologi deteksi, efektivitasnya masih terbatas. Dalam kasus Hotto, teknologi filtering Shopee hanya mendeteksi 30% produk tiruan secara otomatis, sementara respon terhadap laporan konsumen memakan waktu 7-14 hari. Penindakan seringkali lambat dan tidak konsisten, serta sanksi atas pelanggaran belum sepenuhnya bersifat memadai. Melalui lensa teori keadilan John Rawls, penelitian ini menekankan kewajiban entitas korporat yang kuat ini untuk melakukan upaya yang lebih proaktif dan berkeadilan dalam melindungi pihak yang lebih lemah, seperti konsumen dan UMKM. Studi ini menyimpulkan bahwa peningkatan kebijakan, integrasi teknologi, dan kolaborasi multipihak sangat penting untuk menciptakan lingkungan e-commerce yang lebih aman dan adil di Indonesia.

The rapid growth of electronic commerce (e-commerce) in Indonesia, dominated by platforms such as Shopee and Tokopedia, faces a serious challenge with the widespread circulation of counterfeit goods. This phenomenon not only harms consumers and legitimate brand owners but also erodes trust in the digital marketplace ecosystem. Drawing from the analysis of concrete cases, including the circulation of counterfeit Hotto products sold at significantly lower market prices (IDR 220,000 vs. IDR 335,000 for the genuine product) and the discovery of thousands of transactions involving fake branded sports shoes (such as Nike) on the platforms, this research aims to analyze the legal relationship between these marketplaces and their sellers, as well as to evaluate the responsibility and effectiveness of their policies in preventing the distribution of counterfeit products, based on national regulations and internal platform policies. This study uses a normative legal research method with a qualitative approach, focusing on a case study of Shopee and Tokopedia. Data was collected through library research by examining primary legal sources such as Law No. 11 of 2008 and Government Regulation No. 80 of 2019, secondary sources such as legal journals and books, and tertiary sources including legal dictionaries. The collected data was then analyzed qualitatively using a deductive thinking method to draw conclusions from general legal norms to specific practices. The research findings, as illustrated by these cases, reveal that  although Shopee and Tokopedia have established legal relationships with sellers through adhesion contracts and implemented various preventive measures such as seller verification and detection technologies, their effectiveness remains limited. In the Hotto case, Shopee's filtering technology only automatically detected 30% of counterfeit products, while responses to consumer reports took 7-14 days. Enforcement is often slow and inconsistent, and sanctions for violations are not entirely adequate. Through the lens of John Rawls' theory of justice, this research emphasizes the obligation of these powerful corporate entities to undertake more proactive and equitable efforts to protect weaker parties, such as consumers and MSMEs. This study concludes that enhanced policies, technology integration, and multi-stakeholder collaboration are essential to creating a safer and fairer e-commerce environment in Indonesia.