Multi-criteria-based prioritisation of B2C e-commerce website

The advent of the internet has led to the establishment of e-commerce and its greater part of the revenue comes from business-to-consumer (B2C). The efficiency of B2C e-commerce systems depends on critical success factors and the customers' priority for available B2C e-commerce websites. Thus, prioritising the alternatives of B2C e-commerce websites is important, which is a problem based on multiple-criteria decision making (MCDM). This paper developed an extended B2C e-commerce success model by including criteria such as refund policy, online reviews, valance, helpfulness and personalisation so as to represent new e-commerce world challenges. Numerical illustration is presented for prioritising the alternatives of B2C e-commerce websites on basis of extended B2C e-commerce success model using integrated analytical hierarchal process with technique of order preference by similarity to ideal solution (AHP-TOPSIS) technique. The analytical hierarchal process (AHP) is used to calculate the weights of the e-commerce success factors criteria and TOPSIS is used to obtain the final preferences.