What is Business to Consumer (B2C)

During the last decades, we have seen building sustainable business models as an innovative part of the business strategy. Different economic sectors have used the concept to meet their economic objectives, and one of the leading business models with the highest growth in the last decade was e-commerce. It is not too much to emphasize the importance of sustainability in e-commerce in all its dimensions. We have seen several investigations on the subject covering a wide range of application areas. In this context, a systematic review of the bibliometric literature was carried out on the SCOPUS indexing database using the keywords “sustainability,” “e-commerce,” “electronic commerce,” “B2C e-commerce”, “business, management, and accounting” in the last decade (2012-2022). This study aims to understand how a sustainability strategy can leverage e-commerce.