Product Performance Measurement System for Ecommerce by Using Fuzzy AHP-TOPSIS

Product performance measurement (PPM) is a fundamental aspect of e-commerce management. By maintaining a product performance measurement system e-commerce companies can track and analyze the performance of products which can provide valuable insights and help businesses make informed decisions and improve overall efficiency. PPM provides the necessary insights to optimize various aspects of the business, from product listings and inventory management to marketing strategies and customer satisfaction, ultimately contributing to the overall success of an e-commerce companies. In this paper we use and integrated fuzzy AHP-TOPSIS method to objectively measure the performance of products. A decision model with three criteria and nine sub criteria is established. The criteria used in the model include, economic perspective, customer engagement, and customer behavior. The sub criteria include, gross margin, demand, quantity of returns, impressions, page views, add to cart, page view conversion rate, customer reviews and cart abandonment rate. Fuzzy AHP is used to find the weights of each criteria and sub-criteria and Fuzzy TOPSIS is used to evaluate the products. The results show that the approach provides beneficial results in an efficient way.