E-Commerce has seen a noticeable increase in favor as a practical avenue for exchanging goods and services, both locally and internationally, because of its rapid growth. Not all products, however, are appropriate for internet sales. One of the examples are fresh vegetables, which present a challenge due to the need to maintain their freshness. Factors such as lengthy shipping times and inconsistent temperature conditions during transportation can result in spoilage, reducing consumer interest. The purpose of this study is to pinpoint the variables affecting customers’ online purchases of fresh agricultural goods. A total of 300 sets of data were gathered by questionnaire surveys, and Smart-PLS was used for quantitative analysis. Using SPSS, Pearson Correlation Analysis and Multiple Linear Regression were performed on the gathered data. Out of seven hypotheses, three are accepted. This research facilitates meaningful discussions and communication to encourage greater participation and acceptance of all fresh agricultural products. By gaining a better understanding of the balance between supply and demand for fresh agricultural products through E-Commerce, it will be possible to reduce food wastage caused by spoilage and analyze consumption and production patterns. In conclusion, the study’s findings show that most respondents concur that they are aware of the possibility of buying fresh agricultural products online. Furthermore, most of the respondents have a positive impression of the fresh agricultural products E-Commerce platform. Additionally, a significant number of respondents express their experiences in purchasing fresh agricultural products online. Throughout the analysis, out of seven hypotheses, three are accepted.