E-commerce has changed the shopping environment across the world. The Internet has established the ease of shopping by giving accessibility of the products to the consumers, anywhere and anytime. Though some consumers still prefer offline shopping due to trust issues, smartphones and mobile apps have revolutionized the shopping habits of the consumers, so that they can enhance and customize their shopping experiences. Organizations are using different mobile applications to communicate with the customers to build up a long-term customer relationship with the brand. The impact of smartphone and mobile apps are notable in the e-commerce sector, as they are one of the most important tools of a successful implementation of a business strategy. This study interviewed 300 respondents, aged 18 to 60, using a five-point Likert scale. A descriptive research design was used, and the respondents were chosen using a convenience sampling method. The study unfolded the result that confirms a positive relationship between online information processing convenience and user satisfaction, which in turn positively impacts continuous usage intention. The study also established the positive impact of decision efficiency over online information processing convenience and continuous usage intention. This study helps to understand the mobile e-commerce behavior and guides a marketer to develop effective marketing strategies, so that they can retain the customers in the long run and can also explore the competitive advantage optimally.