Purpose: Innovation and sustainability are two key factors for retailers seeking a competitive advantage. However, we still ignore how the joint effect of both of these variables impacts consumer satisfaction. To address this gap, based on the concept of Sustainability-Oriented Service Innovation (SOSI), we introduce a new construct named Sustainability-Oriented Commerce Innovation (SOCI) in the context of the retail sector. Design/methodology/approach: For 510 customers of grocery retail establishments, the relationships between the variables defined in this research were examined using a structural equations model. Findings: We find support for the direct positive impact of SOCI on customer satisfaction and the indirect impact through store equity. These chained effects are modified according to the client participation in the development of sustainable and innovative initiatives. Originality/value: This research analyses the joint effect of innovation and sustainability in the retail context by introducing a new concept – SOCI - and its measurement scale whose psychometric properties are validated.