E-procurement, a nearly $1 trillion annual e-commerce market, is witnessing a growing portion dedicated to sustainable procurement. This underscores the shift where embedding sustainability into the essence of a B2B e-commerce startup isn’t merely altruistic; it’s a strategic move yielding tangible advantages. It bolsters brand reputation, nurtures customer loyalty, and appeals to investors prioritizing ESG considerations. Yet, to achieve this, B2B e-commerce startups must lay the groundwork for sustainability within their organizational structure.