Intended study aims to identify the challenges and opportunities mature and emergent entrepreneurs faced for adoption of digital entrepreneurship in face of COVID-19 in research industry of Lahore, Pakistan in view of the Technology Affordances and Constraints Theory. A descriptive research design was executed whereby, sample was chosen using purposive sampling technique and data were collected from start-up owners and their managerial teams using a Likert scale questionnaire. A total of 253 valid responses were recovered. The study results revealed that entrepreneurial teams were engrained in the fierce challenges for adoption of the digital entrepreneurship due to the absence of an approximate framework and support infrastructure. Based on the analysis’ results, a framework for digital ecosystem integration considering the life cycle of the business has been proposed along with robust digital entrepreneurship framework for the retail industry.