Flash Sale in E-Commerce: An Analysis of Contract Validity and Digital Marketing Strategies from Fiqh Muamalah

Abstract

This study aims to analyze the practice of flash sales in e-commerce from the perspective of Fiqh Muamalah, with particular emphasis on contract validity and the marketing strategies applied in digital transactions. The study seeks to examine whether flash sale practices comply with the principles of Islamic commercial law, particularly regarding mutual consent, transparency, fairness, and the avoidance of gharar, tadlis, and other prohibited elements in transactions. This study employs a qualitative approach using a descriptive-analytical method. Data are collected through literature review, documentation, and analysis of flash sale practices on e-commerce platforms, supported by relevant concepts and principles of Fiqh Muamalah. The data are analyzed through data reduction, categorization, interpretation, and comparison between contemporary e-commerce practices and Islamic legal principles. The results indicate that flash sales are generally permissible under Fiqh Muamalah as long as the essential elements and conditions of the sale contract are fulfilled. However, several practices may raise concerns when they involve misleading promotions, unclear product availability, inaccurate pricing information, excessive urgency, or other forms of gharar and tadlis. Therefore, the validity of flash sale transactions depends not merely on the promotional mechanism but also on the transparency, fairness, and fulfillment of contractual obligations by sellers. The study concludes that the implementation of ethical and transparent marketing strategies based on Fiqh Muamalah principles is essential to ensure that flash sale practices remain commercially effective while complying with Islamic principles.