Global warming forces consumer and corporate activities towards sustainability. During Covid-19, online shopping relevance also increased significantly. Anyway, there is no present research critically reviewing sustainability in online shopping directly. This research gap is filled with a literature review examining the sustainability in online shopping. The study focused on the aspect of sustainability, customer classification and some types of online shopping. To critically review the findings, they are applied to practical examples and discussed. This paper enhances scientific research on sustainability in the context of shareholder theory, stakeholder theory, and institutional theory. Furthermore, it provides practical implications on environmental development as conscious consumer behaviour positively influences delivery procedures and packing methods.