Multi-criteria decision analysis of e-commerce software selection using AHP-NWA hybrid model
DOI: https://doi.org/10.3846/jbem.2026.25406Abstract
In the digital economy, selecting the right e-commerce platform is a strategic decision with significant implications for efficiency and competitiveness. This paper applies a hybrid decision-making framework that integrates the Analytic Hierarchy Process (AHP) and Net Worth Analysis (NWA) to evaluate five popular e-commerce platforms: Magento, WooCommerce, Shopify, PrestaShop, and OpenCart. AHP was used to derive weights for evaluation criteria, while NWA incorporated expert assessments of alternatives. Results indicate that security (32%) and functionality (25%) are the most critical factors, followed by maintenance costs (14%) and scalability (11%). The ranking shows Magento as the leading platform (0.575), excelling in security and functionality, while WooCommerce (0.567) is highly flexible and Shopify (0.563) stable though less customizable. PrestaShop (0.505) and OpenCart (0.496) scored lower, making them suitable for smaller businesses. The contribution of this study lies in the integration of AHP-derived weights into the NWA framework under a dual expert panel structure, ensuring methodological independence and reducing bias. This hybrid approach offers both practical implications for digital business strategy and theoretical insights into combining hierarchical and network-based MCDM methods, thereby addressing a research gap in e-commerce software evaluation.
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e-commerce, multi-criteria decision-making, AHP, NWA, software platforms, Magento, WooCommerce, ShopifyHow to Cite
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Copyright (c) 2026 The Author(s). Published by Vilnius Gediminas Technical University.
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Copyright (c) 2026 The Author(s). Published by Vilnius Gediminas Technical University.
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