Advantages of e-commerce have been a necessity, especially in the COVID-19 period. The challenge is in effectively implementing e-commerce and achieving sustainable e-commerce growth in developing nations. The dream for a complete digital world cannot be seen complete without how e-commerce can be put into practice and empowered to grow sustainably in these places. Relying on the UTAUT theory of technology acceptance, above seven factors of the integrated model have been proposed and analysed, including Peer Influence, Consumer Confidence, Risk Awareness, Usability, Exploration Tendency, Supportive Resources, and E-commerce Familiarity on Willingness to embrace E-commerce in developing nations. As a result, we obtained a convenient, reliable sample of 164 participants from a developing country and used the PLS-SEM two-step approach to test the proposed hypothesis and further consider the importance of the potential antecedents. Size and extent of effect were quantified on the Willingness to Embrace E-commerce by results which indicated that significantly, the following have an impact on the consumer: Consumer Confidence in e-commerce, Risk Awareness, Usability, Exploration Tendency, Supportive Resources, and E-commerce Familiarity. In developing nations, people are willing to embrace e-commerce platforms' maturity. This was established by conducting sensitivity analysis and came up with the following as the two most influential factors: Usability of e-commerce platforms and E-commerce Familiarity. The study offers policy implications for countries willing to popularise sustainable e-shopping, for international business organisations interested in promoting their products online to consumers in other countries, and for researchers desiring to better understand the attitude towards e-shopping among the inhabitants of developing countries.