In recent years, calls for a safer online shopping environment are growing louder. Empirical studies on consumers’ expectations of ethical e-commerce practices have found that the top concerns among e-shoppers revolved around security of transactions, privacy protection of personal data, deception and reliability issues. Consumer generally desire richer and truthful information to make purchase decisions. By addressing the information needs of consumers, transparency presents itself as a promising concept for firms to leverage towards strategizing its role in ethical practices. This paper revisits the consumer-perceived ethical issues in e-commerce literature, presents the disclosure paradox faced by e-seller firms, reviews the various conceptualizations of transparency in multidisciplinary literature and suggests extending the transparency strategy to map to consumers’ informational needs and concerns.