ABSTRACT
Sustainability is one of the most important socio-economic-environmental topics of the time. Consumers are increasingly demanding companies to have eco-friendly approaches that ensure sustainable ecommerce. There is a great challenge to e-commerce business, taking into account that e-commerce is connected with frequent shipping, high return rates, and non-recyclable packaging, which cause a negative impact on the environment. The studies show that ecommerce is rapidly growing and widely accepted. However, the challenge is how to sustain the growth of e-commerce in the long run considering the environmental impact. Therefore, the research gap on sustainable e-commerce should be considered in the light of the environmental impact. Qualitative, quantitative and cluster analysis methods are applied in this study. The results indicate that investing in more sustainable processes has a positive environmental impact. According to the survey, two out of three customers find online retailers adopting sustainability policies important. Only one out of four customers has decided to refuse firms that do not meet sustainability practices. Therefore, the studies of sustainable ecommerce are crucial. The findings indicate that most European countries have adopted e-commerce sustainability policies while countries in Africa have adopted only few (Kenya). Thus, theoretical and managerial implications are proposed in this study. In addition, all stakeholders should apply policies governing sustainable e-commerce and environmental impact: the government, retailers, and consumers.