The aim of the study is to investigate development of marketing capabilities in electronic commerce and effectiveness to enhance the performance of financial and credit institutions. This study is a descriptive by method and is a correlational-survey. As a result, there is a positive correlation between branch performance and marketing capabilities. Besides, the component of high public relations (communication) has the lowest average score. In conclusion, banks can increase their public relations in a variety of ways in order to convey important messages to its customers.