A fuzzy AHP approach to rank factors used in evaluation of B2C E-commerce websites.

The present research is focused on business-to-consumer (B2C) e-commerce shopping websites in India that offer a variety of items to customers. These businesses run their own ecommerce websites and want to extend their market by introducing B2C ecommerce websites. Meanwhile, each organisation engaged in B2C ecommerce has unique needs, procedures, and associated expenses. Therefore, it is essential to grasp the function of B2C ecommerce in order to effectively launch a website on the digital platform. With the fast rise of e-commerce, its assessment is theoretical and practical. Business-to-consumer (B2C) e-commerce has become a significant and influential retailing channel. Its growth raises fundamental questions about how e-commerce platforms can satisfy and trust customers. The current study is a descriptive one. A total of 36 variables are investigated under the umbrella of eight constructs or factors. A fuzzy AHP model is used to rank the factors. The findings of the study are useful for various stakeholders. [ABSTRACT FROM AUTHOR]