This study analyzes the preferences and perceptions of consumers in e-marketplaces to design and guide sustainable business models based on economic, social, environmental, and technological dimensions. The results are based on a sample of 387 respondents to analyze the main reasons and benefits for using e-marketplaces, the preferences, and perceptions of consumers regarding sustainability dimensions in e-marketplaces, and the assessment of technological features of digital platforms. Using descriptive statistics and structural equation modeling (SEM), this study highlights the importance of e-marketplace business models and their customer-centric value propositions in effectively communicating and ensuring high levels of usability and stability in the digital platform. The findings underscore the importance of informing consumers about the benefits of participating in digital platforms, with particular emphasis on the technological and environmental dimensions, which emerged as the most influential factors in the development of a sustainable business model for e-marketplaces. However, the study also emphasizes the need not to overlook the economic and social dimensions, as they are crucial for maintaining a sustainable business model in the long run. In conclusion, this research provides valuable insights to guide e-marketplace business models towards sustainability based on the perspectives and contributions of consumers. © 2023 The Authors