Digital development transformation and rapid dissemination of technological innovations, has let various e-retailers site make an advanced investment to get the benefit of the latest business opportunity for building innovations. Thus, this study identifies the main effect of perceived e-retailers websites innovativeness on supply chain performance, functional competences, perceived self-congruence, customer hope, perceived service advantages, word of mouth behavior, and hedonic value. Data used in this study were collected from banking customers who own a visa card that allows them excute an online payment and the sample was tested on the analysis model using (SEM-PLS) tool. The results of the study support that e-retailers' website innovativeness was positively associated with the constructs of each innovation factor. The given analyses supervise practitioners for better management of e-retailers website innovation implementation along with the supply chain performance.