PRIORITIZING E-COMMERCE MARKETPLACES USING THE ANALYTICAL HIERARCHY PROCESS -A SELLER'S PERSPECTIVE

Author(s)	Bine Rithika -, Dr. A. v.s.prasad -
Country	India
Abstract	E-commerce, defined as conducting commercial transactions in an electronic setting, is gaining traction due to the rising use of the internet and mobile devices. The global proliferation of the Internet has spurred the expansion of e-commerce and significantly altered individual consumption patterns, leading to a heightened interest in electronic sales channels. Regardless of their scale, the majority of companies and retailers are actively seeking methods to connect with their customers through electronic platforms. In this context, the rapidly growing trend of electronic commerce prompts a crucial question for businesses: "Which e-marketplace should we utilize for sales?" This study identifies five key criteria essential for selecting the appropriate e-marketplace and evaluates five alternative online e-marketplaces. The research employed the AHP method, a widely recognized multi-criteria decision-making technique, to establish a framework for selecting the optimal e-commerce marketplace for sellers.
Keywords	E-market places, E-commerce, Analytical hierarchy process(AHP).
Field	Mathematics > Statistics
Published In	Volume 16, Issue 4, October-December 2025
Published On	2025-11-16
DOI	https://doi.org/10.71097/IJSAT.v16.i4.9398
Short DOI	https://doi.org/hbbmz3

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