The increasing severity of global environmental problems has made sustainability an important agenda for individuals, businesses, and societies. In this context, changes in consumption patterns have enhanced the importance of sustainable consumption, which considers environmental impacts in purchasing decisions. With the rapid advancement of digitalization, online shopping has become a significant factor influencing consumer behavior and has gained widespread acceptance due to its convenience, accessibility, and wide range of product offerings. However, unplanned and non-essential purchases made in online shopping environments have also raised various sustainability concerns. This chapter conceptually examines the relationship between online shopping and sustainability within the framework of environmentally friendly consumption. First, the concepts of online shopping and e-commerce, together with their historical development, are discussed. Subsequently, the concept of sustainability is evaluated through its environmental, economic, and social dimensions, while sustainable consumption, environmentally friendly products, eco-friendly packaging, and green practices in online shopping are explained. The literature review reveals that environmental concern is an important determinant of sustainable consumption behavior; however, environmental awareness alone does not necessarily guarantee sustainable purchasing behavior in digital consumption environments. As a result, it is suggested that creating a sustainable digital consumption ecosystem requires increasing consumers’ environmental awareness, promoting environmentally friendly practices, and encouraging businesses to adopt sustainable marketing strategies.