This study aims to describe the practices and challenges of managing a supply chain of e-commerce in an emerging economy. Studies have acknowledged that e-commerce requires distinct supply chain management; hence, this topic merits further investigation. As e-commerce is still a growing phenomenon in an emerging country, this study employs a phenomenology approach to reveal practitioners' experiences. This study uses a semi-structured interview to extract meaningful experiences from 17 practitioners responsible for managing the flow of e-commerce products. Two main themes emerge from the in-depth interviews: the uniqueness of e-commerce business, especially compared to the conventional one, and the challenges of managing the e-commerce products, particularly in terms of work pressures, level of details, and the way to manage its human resources. This study proposes a preliminary framework of supply chain management and e-commerce business sustainability based on the findings.