Innovation and e-commerce models are essential in sustainable development globally. They are among the most important technology and innovation catalysts of Dubai’s pillars. Technologies are essential parts of the strategic approach that aims to become a completely paperless city through digitalisation. The analyses begin with reviewing the most relevant literature on sustainable e-commerce and the e-commerce models. Furthermore, the research identifies the innovation and sustainable paradigms most suitable for developing technologies and e-commerce successfully. Finally, the focus is shifted to the best and most innovative and sustainable e-commerce practices adopted by the companies, contextualised in the Emirate of Dubai as a relevant case study. The primary outcome of this research demonstrated how a thriving environment, marked by adequate investments and opportunities provided by the government, supported e-commerce development and technology adoption. Subsequently, those models are matched with sustainable strategies. The analysis is carried out through an organic growth research framework. The results, therefore, provide valuable insights to multiple stakeholders. Indeed, despite some limitations, the Emirates of Dubai can be considered a benchmark in terms of a strategic digitalisation approach, as its ecosystem proves particularly fruitful for e-commerce development and company sales growth.