The purpose of this study is to find critical determinants of Malaysian Small Medium Enterprises (SMEs) intention to continue website as a business innovation. CEO, organizational, technological, and environmental characteristics are considered as cohesive significant predictors. Further, it is aimed to examine the influence of existing level of web adoption as a moderator in small to medium firm website continuance intention. A total number of 108 SMEs participated in this research. The website continuance intention was found to be depended on CEO's innovativeness, CEO's IT attitude, relative advantage, and cost in Malaysian SMEs. Surprisingly, CEO IT knowledge, firm's size, employee IS knowledge, compatibility, security, external pressure and support do not play any role on the continuance of website adoption. In addition, the moderator effect of web adoption level is revealed to have an insignificant role in this study. Understanding the influential factors of websites continuance intention would help the government to devise appropriate policies and support programmes on promoting information technology (IT) acceptance and extension among the SMEs. Likewise website owner or solution provider can gain considerable value from a better insight into key determinants of businesses website retention intention.