When it comes to the most serious environmental, social, and economic challenges of the present day, the subject of sustainability is at the top of the list. E-commerce that is sustainable is becoming an increasingly critical issue for customers, who are exerting pressure on businesses to embrace more environmentally friendly business methods. Due to the fact that the industry is associated with quick shipping, high return rates, and packaging that cannot be recycled, the environmental impact of e-commerce is enormous. The findings of research indicate that the popularity of online shopping is growing at a rapid rate and is always expanding. In spite of this, the most significant challenge is to figure out how to maintain the expansion of online commerce while simultaneously monitoring its impact on the environment. In light of this, it is imperative that the environmental impact be taken into consideration while evaluating the research gap concerning sustainable e-commerce operations. techniques such as cluster analysis, quantitative techniques, and qualitative methodologies are utilized in this research. The findings indicate that investing money in ways that are more environmentally friendly will, in the long term, be profitable. According to the findings of the study, over two-thirds of respondents believe that it is essential for online retailers to have rules on sustainability. Among all of the customers, just one quarter have made the decision to boycott businesses that do not conform to sustainable criteria. Therefore, it is vital to conduct study on environmentally responsible internet buying. According to the findings, only a small number of African countries have enacted policies to ensure the sustainability of e-commerce, in contrast to the majority of European countries (including Kenya). Because of this, the study has implications for both management theory and management practice. Additionally, the government, retailers, and customers should all work together to establish regulations that regulate the environmental impact of sustainable e-commerce.