Exploring the best e-commerce in Indonesia: In-depth analysis of price, security, user-friendliness, product availability, and promotions in determining the leading platform

In the increasingly digital era, choosing the right e-commerce platform is very important in achieving business success. The aim of this research is to carry out an in-depth analysis of the main criteria, including price, security, ease of use, product availability and promotion, in determining the best e-commerce platform in Indonesia. Through the Hierarchy Process (AHP) Analysis method, we evaluate the relative impact of each criterion in selecting e-commerce platforms, and compare the main platforms in Indonesia: Blibli, Bukalapak, Lazada, Shopee, and Tokopedia. Our research results show that in choosing the best e-commerce platform, promotions and discounts have the greatest influence, followed by product availability and ease of use. Although price has less influence in our analysis, security remains a significant consideration. These results provide insight into the priorities that businesses need to pay attention to when choosing a suitable e-commerce platform. This research also reveals that the leading e-commerce platform in Indonesia is Tokopedia which has the greatest influence on the selection of criteria analyzed. In this study, we obtained data from 105 respondents who participated. However, it is important to remember that selecting the best e-commerce platform should be based on the business context, consumer preferences, and desired strategy. Our conclusion provides a useful guide for business people in understanding the important factors to consider in choosing an e-commerce platform that is profitable and suits their goals.