Sustainability is crucial in e-commerce to reduce environmental impact. Research shows that investing in sustainable practices benefits the environment. Most European countries have adopted e-commerce sustainability policies, while African countries like Kenya have fewer. Customers value sustainability in online retailers, with two-thirds finding it important. One in four customers choose not to support firms that lack sustainability practices. To sustain e-commerce growth, all stakeholders - government, retailers, and consumers - should implement policies for sustainable e-commerce and environmental impact.