Abstract The thesis aims to investigate the role of sustainability strategy in digital business in Bangladeshi and Pakistani SMEs. To attain our research goal, we made conceptual and theoretical framework, conducted telephonic interviews from digitized e-commerce SMEs working in Bangladesh and Pakistan service sector. Purpose: The purpose of the report is to explore the critical factors when implementing an integration of sustainability strategy in digital business. While doing this as well as dig deeper into a theory, we made analysis through our conceptual building and interviews. Methods: In this paper, a qualitative research method has been applied to demonstrate the experiences and activities of the SMEs as they come across, involve and survive by circumstances. A strong perception of phenomena was founded under this research. Before conducting telephone interviews, pilot tests had been taken to understand the significance and depth of the questions. Results: Based on the interviews it can be concluded that most of the respondents are considering sustainability strategy as competitive advantages and they are willing to utilize human, natural and financial resources in their digital business for maximizing benefit. Most of the respondents are using digital tools at their companies and concerning sustainability strategies to survive in the competing markets, but still the businesses who are working through sustainability strategy in their digital business is not adequate. Sustainability strategies are considered as core values of SMEs while doing digital business. Practical Implication: The findings ensure sustainability strategies are becoming core value in emerging markets like the mature markets. The findings conceptualized by the authors can be developed in future for the future studies in other emerging countries besides Bangladesh and Pakistan. As the results show that sustainability strategy in digital business can bring maximum benefit for the SMEs, the new entrepreneurs might be attracted towards implementing the sustainability strategy in their business.