This study aims to analyze the role of customer experience in building brand equity in the e-commerce industry in Indonesia. Using a descriptive and explanatory quantitative approach, this study involved 400 respondents who were selected through purposive sampling techniques. Data were collected through a five-point Likert scale-based questionnaire and analyzed using multiple linear regression as well as path analysis. The results showed that all dimensions of customer experience, namely reliability, personalization, ease of use, speed of service, and interaction, had a significant influence on brand equity (p < 0.05). The reliability dimension exerts the greatest influence with a total effect of 0.40, followed by personalization with a total effect of 0.31. The study confirms that a positive customer experience can increase brand awareness, loyalty, and brand image, ultimately strengthening a company's position in the market. Strategic recommendations include improved reliability through logistics optimization, AI-based personalization, intuitive interface design, intensive customer interaction, and responsive customer service. This research contributes to the academic literature by providing empirical evidence in the context of Indonesian e-commerce and serves as a guide for companies to improve competitiveness through customer experience optimization.