This chapter examines how sustainability and ethics are being embedded across the digital retail value chain-from upstream sourcing and logistics to downstream communication and brand governance. We synthesize evidence showing that environmental and social initiatives deliver competitive advantage when they are authentic, measurable, and communicated with humility rather than hype, as consumers increasingly penalize greenwashing in fast-moving online arenas. We detail operations-side levers (eco-friendly packaging, circular models, and low-carbon last-mile solutions) and their dual role in cost efficiency and emissions reduction, alongside supply-side commitments such as fair trade and transparency that extend brand values beyond the point of sale. On the demand side, we analyze how perceptions of sincerity, consistent progress, and credible proof points translate into loyalty and advocacy, and why quality signaling must accompany ethical claims to overcome perceived trade-offs. Looking ahead, we outline an agenda that integrates net-zero goals, circular retail, data ethics, and community impact-arguing that the most resilient online retailers will treat sustainability not as an add-on, but as a strategic operating system. The chapter contributes a cohesive framework linking operational innovations, ethical sourcing, and green marketing to durable consumer trust and market performance.