There is tough competition among businesses in selling products, services online as making a product are not enough but providing better services for transactions is much important to attract the customers. The current paper seeks to research, by adopting a formative strategy, the effect of the level of online services in domains where purchases have not yet been completed. In this perspective, two key dimensions of web services, such as pre-purchase services and payment services are considered in the framework of the buying process (general). Determining how online services impacts consumer behavior when they do online shopping. The study is based on explanatory research. In this paper, the deductive approach is used for the study because our objective is to test the already established concepts. The study is quantitative in nature and the method is adopted for conducting this research is the “survey approach”. The model is significant, and the variables were reliable. All the findings are consistent with a present hypothesis which leads to acceptance of the proposed hypotheses. Hence both features of online services affect the navigation experience of consumers and their attitude towards the website and purchasing intentions also affects and changes.