The e-commerce sector has played a significant role in boosting Uzbekistan's economy, attracting businesses and consumers. This research delves into Uzbekistan's e-commerce landscape, specifically focusing on the strategies used by three leading e-commerce platforms: “Uzum.uz”, “Olx.uz”, “Zoodmall.uz”. By examining these platforms, the study explores the thriving e-commerce industry in Uzbekistan, looking into the factors propelling its growth and the obstacles it encounters. Based on user evaluations via interviews, we did a SWOT analysis to uncover their strengths, weaknesses, opportunities, and threats. Furthermore, this study delves into the entry and expansion strategies employed by these platforms within the Uzbekistan e-market, offering insights for industry professionals, researchers, and international investors seeking to grasp the intricacies of e-commerce development and market entry in Uzbekistan. The study suggest that e-commerce platforms in Uzbekistan should focus on improving cyber security, forming global alliances, and optimizing technical processes with SEO to succeed in the changing market.