The discourse that occurred as a result of the 4.0 industrial revolution, besides having a positive impact also had a negative impact on some of the old market participants (incumbent) or conventional business people. Many of the incumbents feel threatened, this is because consumers in old markets or conventional markets have started to switch to new markets by incarnating through digital markets or the internet of things / internet for everything. In this article, the author wants to analyze the implications of the disruptive era for the sustainability of conventional markets. The research was conducted through a qualitative methodology, and reviewed through a business approach. Based on the analysis conducted by the author on some general description of the implications of the disruptive phenomenon on the sustainability of conventional markets through the concept of Islamic Business Ethics, the authors conclude that conventional business practitioners in the face of the industrial revolution 4.0, should align their markets with human development in this digital era. This is based on Islamic business ethics principles, which encourage business practitioners to do their best in developing their business. In addition, which is in accordance with the facts, that the occurrence of disruptive phenomena is inevitable, especially in the business world. Therefore, with the incumbent adjustments to new market patterns, this is one of the golden strategies in boosting the market, because inevitably the new market already has a place among consumers in this digital era. Keywords: Market, Disruptive, Islamic Business Ethics.