Apart　from　the　goal　of　the　digital　world　and　other　benefits　of　e-commerce,　it　becomes　the　need　of　time　during　this　COVID-19　pandemic.　Successful　implementation　and　sustainable　growth　of　e-commerce　in　developing　countries　is　a　challenge.　The　goal　of　the　digital　world　without　the　implementation　and　sustainable　growth　of　e-commerce　in　developing　countries　is　incomplete.　Based　on　UTAUT　theory,　we　have　developed　an　integrated　model　to　study　the　developing　countries’　consumers’　adoption　intentions　towards　e-commerce.　We　collected　a　valid　useable　sample　of　796　respondents　from　a　developing　country,　applied　the　SEM-ANN　two-step　hybrid　approach　to　testing　the　proposed　hypothesis,　and　ranked　the　antecedents　according　to　their　importance.　Results　revealed　that　Trust　in　e-commerce,　Perceived　risk　of　using　e-commerce,　Ease　of　use　in　e-commerce,　Curiosity　about　e-commerce,　Facilitating　Conditions,　and　Awareness　of　e-commerce　benefits　influence　the　adoption　intentions　of　developing　countries’　consumers.　Sensitivity　analysis　results　revealed　that　Ease　of　use　in　e-commerce　platforms　and　awareness　of　e-commerce　benefits　are　the　two　most　crucial　factors　behind　the　adoption　intentions　in　developing　countries.　The　study’s　findings　help　authorities　adopt　sustainable　e-commerce,　multinational　companies　effectively　market　their　goods　online,　and　academics　better　understand　how　inhabitants　of　developing　nations　perceive　e-commerce.　Copyright　©　2022　Mustafa,　Hao,　Qiao,　Kifayat　Shah　and　Sun.