Evaluation the performance of e-commerce companies with a multi-criteria decision-making approach

Technology, which is developing nowadays, has also changed shopping behaviour. The crucial indicator of these changes has been in the field of trade. So, physical work environments have been abandoned, and online work environments with many advantages have started. The COVID-19 pandemic has accelerated this process and forced people to adapt to the process. Increasing interest in the e-commerce sector, which has been adopted over time and its conveniences have been realized, has accelerated the work in this direction and led to the establishment of many e-commerce platforms. The increasing number of e-commerce platforms has created a new problem of which platform is better. This study evaluates e-commerce platforms according to the criteria addressed and ranks them concerning market shares. For this purpose, ten e-commerce sites are evaluated using the existing Multi-Criteria Decision Making (MCDM) methods, such as TOPSIS, VIKOR, and MOORA. Then, we realized that the existing methods were not appropriate for evaluating the criteria. So, a modified TOPSIS method is developed and applied to the problem. Unlike the literature, in the developed model, the criteria are discussed in detail, especially for the categorical data perspective. The results of the developed model were analysed, and important results were obtained in terms of competition by ranking the e-commerce platforms.