In today’s technology-driven global economy, organizations must leverage digital strategies to achieve competitive advantage and sustain performance. This study investigates the role of digital strategy adoption and implementation in enhancing organizational competitiveness and sustainable competitive advantage in the global market. A cross-sectional survey research design was adopted, and data were collected from 252 managers, business owners, and marketing professionals in South-East Nigeria using a structured questionnaire titled Digital Strategy and Competitive Advantage Questionnaire (DSCAQ). Data were analyzed using descriptive statistics and the Spearman Rank Order Correlation Coefficient. Findings reveal that adopting digital strategies, including artificial intelligence, big data analytics, and digital platforms, significantly improves organizational competitiveness in global markets. Additionally, effective implementation of digital strategies enhances firms’ ability to achieve sustainable competitive advantage through improved operational efficiency, innovation, and market responsiveness. The study concludes that digital strategy is a critical driver of both immediate competitive gains and long-term sustainability for organizations operating globally. It is recommended that organizations prioritize comprehensive digital strategy adoption and invest in building strong digital capabilities to maximize performance and maintain competitive advantage in global markets.