Uzbekistan is no exception in the rapid rise of the global economy and the impact of e-commerce. With the expansion of digital technologies in the country, e-commerce has impacted the consumer behavior, business models and socio economic development of the country. In this study, the growth, challenges, and future opportunity of e-commerce in Uzbekistan are examined. Using a mixed methods research design, quantitative surveys and qualitative interviews show that e-commerce is a transformative force, improving access to goods and services — and making new economic opportunities. What the research portrays is that for the greatest possible equitable growth for urban and rural regions the need to be able to invest in better digital infrastructure and trust in the consumer is critical, however that also relies on supporting policies and regulation.