The digital economy is significantly transforming the way business is conducted, particularly through e-commerce and the integration of ESG (Environmental, Social, and Governance) standards. The aim of this paper is to explore the role of business models in e-commerce and how the integration of ESG standards contributes to the sustainable development of enterprises. The research methodology includes an analysis of available literature, a review of key trends in the digital economy, and a case study of Hrvatski Telekom, which has successfully integrated ESG standards into its e-commerce business models. The research results show that business models such as B2C, B2B, subscription, and freemium models are adaptable and capable of successfully integrating ESG standards. The case study of Hrvatski Telekom revealed that a company that successfully applies ESG standards can achieve a competitive advantage, increase customer loyalty, and achieve better financial results. ESG strategies also help in risk management and increase the resilience of enterprises to changes in the business environment. In conclusion, it is necessary to emphasize the importance of continuous adaptation of business models and the integration of ESG standards to achieve long-term success in e-commerce. Sustainability is shown not only as a trend but as a key component for stable and responsible business in the digital era. Companies that successfully combine technological innovations with sustainable practices create value for stakeholders and contribute to positive social and environmental changes.