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Purpose The purpose of this paper is to highlight an innovative approach to explore and evaluate the sustainability perspectives in e-commerce channels for additive manufacturing (AM). This approach helps the stakeholders to perform strategic planning dependent on a scenario-based analysis. Design/methodology/approach The paper structures the problem of understanding the sustainability perspectives of e-commerce channels for AM using value-focused thinking to identify the related fundamental objectives. These objectives assist in creating dynamic scenarios based on fuzzy cognitive maps of different e-commerce channels for AM. Findings To evaluate the proposed research methodology, four scenarios were developed for each e-commerce channel for AM. The exploration and evaluation of one of these scenarios assisted in explaining the whereabouts of the process to aid in strategizing decision situations and understanding these channels better from the sustainability perspective. Practical implications The approach presented in this paper can be used by the practitioners to perform strategic planning for prioritizing sustainability in e-commerce channels for AM; considering the consequences and trade-offs wrt the other factors. Moreover, the scenario-based analysis can be performed depending on the problem requirements of the stakeholder. Originality/value The paper addresses the gap of understanding the theoretical aspect of the sustainability perspective in e-commerce channels for AM and the practical aspect of exploring and evaluating them. A scenario-based analysis for each e-commerce channel based on the fundamental objectives of sustainability provides insights for implementation and directions for future research.

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