Work

Performance Evaluation of E-Commerce Websites Based on Multi-Criteria Decision-Making Methods

Year: 2026

Type: article

Abstract: The significant growth in e-commerce has brought intense competition to the business sector. Businesses seeking to stand out in this competition are evaluated by customers not only by the quality of the products they sell, but also by their performance on digital platforms. To measure this evaluation, this study analyzed the website performance of 25 e-commerce companies in Türkiye using Multi-Criteria Decision Making (MCDM) methods with eleven technical and user-oriented performance criteria. MAXC (Maximum Criterion) and Skewness Impact Through Distributional Evaluation (SITDE) methods were used to determine the criterion weights of the websites, while CORASO (COmpromise Ranking from Alternative SOlutions) was used to rank the alternatives. According to the results, “total number of visitors” had the highest weight, while “bounce rate” had the lowest weight. According to the CORASO method, the top three performing e-commerce sites were EC1, EC2, and EC3, while the bottom three performing sites were EC11, EC14, and EC20.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer21060190

Authors: Emre Özsalman, Alptekin Ulutaş, Halime Ünver

Institution: Inonu University

Language: English

Topic: Multi-Criteria Decision Making

Subfield: Management Science and Operations Research

Field: Decision Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: Inönü Üniversitesi