This study aims to analyze the impact of price fairness and product fairness on perceived ethics of online retailers, satisfaction and repurchase intention towards the e-commerce platforms of consumers in Vietnam. The data were collected from 319 consumers who have already purchased from the e-commerce platforms. The results show that price fairness and product fairness positively affect perceived ethics of online retailers, thereby promoting satisfaction and repurchase intention towards e-commerce platforms. The results offer important insights for online retailers and e-commerce platforms to improve perceived ethics of online retailers and intention to repurchase in the online shopping context.