An Integrated Approach of Fuzzy-AHP-TOPSIS for E-commerce Evaluation

E-commerce has been constantly evolving and increasingly popular in Vietnam recent years. In the global competitive environment as today, it requires a systematical process to evaluate and make a comparision among e-commerces as the references for customers’ decisions and business strategies development. This study proposes a methodology to evaluate the competitive advantages of online shopping websites including Lazada, Tiki, Shopee and Sendo in a case study in Vietnam. In the study, the Fuzzy Analytic Hierarchy Process (F-AHP) method is used to build the set of criteria weights. Fuzzy-Technique for Order of Preference by Similarity to Ideal Solution (F-TOPSIS) approach is then applied to evaluate and rank four websites. The results show that A1 is the most appreciated among the four proposed websites, follows by A3, A4 and A2, respectively. From the result, the business managers reconigze their advantages as well as disadvantages, inorder to build suitable strategies for business development.