The rapid expansion of e-commerce has transformed the global retail landscape, enabling consumers to purchase goods and services through digital platforms with unprecedented convenience. However, increasing dependence on online transactions has also heightened concerns regarding cybersecurity, data privacy, fraud, and digital trust. Consumer confidence is a critical determinant of e-commerce adoption and sustainability, as security breaches and privacy violations can significantly undermine trust in online platforms. This study examines the relationship between e-commerce security measures and consumer confidence. Through an extensive review of literature and conceptual analysis, the research explores key security threats, security technologies, regulatory frameworks, and factors influencing consumer trust. Findings indicate that robust security mechanisms, transparent privacy policies, secure payment systems, and compliance with data protection regulations significantly enhance consumer confidence and purchasing behavior. The study provides practical recommendations for businesses seeking to strengthen digital trust and improve customer retention in competitive online markets.