The Current study expected to identify the factors affecting smartphone-based online shopping cart completions taking evidence from ABC company which is an ornamental aquarium live fish, plants, and goods exporting company that was founded in 1991 and that owns farms in Sri Lanka and propagates fishes in there and export it to their US warehouse and then from the US warehouse these live fishes, Plants, and all other aquarium complementary goods are sold through its own website worldwide. However, all the supporting functions are managed by Sri Lanka’s Head office, such as finance functions, Digital Marketing, and all HR-related, etc. So, working as a part of one of the digital marketing projects, researchers identified that one of the crucial problems faced by this entity is increasing rates of E-cart abandonments or the Buyers do not complete the E-cart they choose and end up leaving their purchase in the middle. So, the researcher identified this issue as a potential area of doing research; however, with the available time and resources researcher was only able to get information related to online shopping from the selected company employees since getting information from customers is not possible due to various reasons. And assuming the selected sample of respondents understand Online shopping since the company has its own website and employers were given training on how to use them all, the questioners were sent through WhatsApp and mail for them to respond, and the researcher was expected to collect a sample of 66 from all departments and was able to collect the responses on time.
The researcher first checks the reliability using the Cronbach’s Alpha test in the SPSS for 21 responses received first to check the internal constancy of each variable since the results were satisfactory as the Cronbach’s Alpha values were higher than the 0.7 for all the variables, the researcher continued data collection until the desired level of responses were received. Data were analyzed using the SPSS statistics software. There it was identified that independent variables such as perceived aesthetics have a weak yet positive relationship with the E-cart completion. Also, the Perceived benefits and perceived risk have a positive relationship with the E-Cart completion, while Internet self-efficacy has a strong positive relationship with the dependent variable E-cart Completion.