Realising sustainability through adopting a circular economy is a strategic intent for manufacturing companies. Historically, adopting a circular economy means being regenerative and restorative. The realisation of a circular economy rests in successfully eliminating waste generation through the circular use of planatory resources. The emergence of digital technology contributed to innovation in the traditional circular economy model. Digital technology has facilitated business firms to develop innovative practices that enable product design with circular features. Business models like ‘digital servitisation’ and ‘digital product passport’ systems contributed significantly to achieving sustainability goals. These business practices contributed to environmental sustainability and offered a competitive advantage for the firm that successfully built its competency around looping its value delivery system.