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The internet was traditionally designed to promote the sharing and exchange of information through emails, search engines and social networks such as Facebook, You Tube, and WhatsApp, among others. However, there have been dramatic change in this trend as online stores and small business enterprises now use the social media to promote their business activities to customers. This paper examined the impact of social media on small business sustainability in Ghana using Tonaton, Konga, Tisu, OLX and Jumia as case studies. The study employed a survey research design using purposive sampling techniques. Three thousand questionnaires were administered to the respondents within Cape Coast, Ghana, while ANOVA techniques and Pearson correlation techniques were used to analyse the data collected. The findings revealed that the use of social media has significantly influenced organisational profitability. Also, the findings showed that social media increased brand awareness among the sampled respondents. The paper concluded that there is a need to create more awareness about online shopping and raise customers’ confidence in online transactions. in addition to providing prompt response to customers’ enquiries, adequately secured websites should be made available to facilitate online payment and increase customer’s satisfaction for online stores.