This study examines the digital transformation of sustainable business practices among exotic imported pet store owners in Jakarta, Indonesia, using the Triple Bottom Line (TBL) and Triple Layered Business Model Canvas (TLBMC) frameworks. While the exotic pet trade is often linked with ecological and ethical challenges, little research has addressed how small businesses in this sector adapt their models to achieve sustainability, resilience, and legitimacy. A qualitative approach was employed through semi-structured interviews with five store owners actively engaged in importing and breeding exotic pets. Data were analyzed thematically using NVivo software, focusing on how sustainability is embedded across economic, environmental, and social layers. Findings indicate that store owners increasingly rely on digital platforms—particularly social media and online communities—to educate customers, build transparency, and strengthen reputation. Economically, digital channels enable them to reach niche markets and sustain competitiveness despite high operating costs. Environmentally, consumer demand for captive-bred animals and eco-friendly enclosures is amplified by online awareness campaigns. Socially, pet store owners use digital interactions to promote responsible ownership, reduce mortality rates, and reinforce legitimacy. This research contributes to conference discussions on digital transformation and business innovation by demonstrating how niche industries apply sustainability frameworks while adapting to dynamic consumer expectations. It also highlights the need for stronger policy support and cross-industry collaboration to foster more resilient and ethical practices in wildlife-related trade.