Social commerce is about integrating e-commerce platforms with the interactive features of Web 2.0 and social media channels to increase customer loyalty and drive economic value. Sole proprietorship leverages social commerce's capabilities to maintain competitiveness and long-term profitability in its respective industries. Nevertheless, several limitations hinder the seamless integration and comprehensive implementation of social commerce strategies into business operations. Therefore, this conceptual paper explores the factors that influence the technology-organization environment (TOE) and how they affect competitive advantage by utilizing social commerce as a mediator and investigating the relationships among these three variables. The study is expected to contribute to the body of knowledge for entrepreneurs seeking to improve their competitive position and ensure sustainable operational longevity.