Selecting the e-commerce distribution channel by applying the integrated FAHP and MOOSRA methods

This paper deals with the evaluation analysis of diverse distribution channels for products purchased in the e-commerce procedure using the hybrid MCDM method. The aim of the paper is to provide support in deciding which distribution channel in e-commerce is the most suitable from the aspect of e-customers, e-retailers and logistics providers. The hierarchical decomposition of the problem included five criteria (dimensions of logistics services) and six alternatives (e-commerce distribution channels). The weights of the criteria were obtained using the FAHP method, while the MOOSRA method was used to rank the distribution channels. According to the survey conducted at the Serbian market, the most convenient distribution channel from the aspect of e-customers is 'reserve and collect'; from the aspect of e-retailers, the most convenient is 'click and collect'; finally, from the aspect of the logistics providers, the most convenient distribution channel is 'place order online, have the product home delivered'.