Analytical Hierarchy Process for Ranking E-Commerce Portals - A Case Study of Fashion Industry in India

In recent years, the rise of online shopping has become a crucial aspect of the overall consumer purchasing experience. Shoppers now possess the ability to acquire a diverse range of products via the internet, significantly transforming their buying habits. As a result, it is essential for retailers to improve the customer shopping experience by facilitating seamless transactions and creating visually appealing websites. The prosperity of an online retail enterprise largely depends on the quality of its platforms, which must effectively attract potential buyers. Assessing the quality of e-commerce platforms poses a complex decision-making challenge, as it involves both qualitative and quantitative factors. This study proposes the use of the Analytic Hierarchy Process (AHP) technique to prioritize various e-commerce platforms. This approach will be applied to several leading Indian e-commerce sites to assess their influence on customer experience.