Short answer

Prioritize building trust, offering compelling promotions, ensuring product variety, and refining the user interface to win in the e-commerce marketplace arena.

Field
Innovation & Markets
Source
Sistemasi: Jurnal Sistem Informasi (2026)
Method
Multi-Criteria Decision Analysis (MCDA)
Sample
200 participants
Evidence
Strong effect

A multi-criteria decision analysis reveals that consumers prioritize trust, user interface design, promotional offers, and product completeness when selecting an e-commerce marketplace. This innovation & markets research insight is drawn from a 2026 study published in Sistemasi: Jurnal Sistem Informasi. Using Multi-criteria decision analysis (mcda) with 200 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize building trust, offering compelling promotions, ensuring product variety, and refining the user interface to win in the e-commerce marketplace arena.

Study
Innovation & MarketsNew This WeekStrong effect

Consumer preference for e-commerce marketplaces is driven by trust, UI, promotions, and product completeness.

A multi-criteria decision analysis reveals that consumers prioritize trust, user interface design, promotional offers, and product completeness when selecting an e-commerce marketplace.

Sistemasi: Jurnal Sistem Informasi · 2026

01

Key Findings

  • 01Shopee ranked highest in both SAW and WP methods, indicating strong consumer preference.
  • 02Trust, promotional offers, and product variety were identified as key strengths for the top-ranked marketplace.
  • 03Tokopedia was ranked second, with its user interface design noted as a significant strength.
02

Application

Design takeaway

Prioritize building trust, offering compelling promotions, ensuring product variety, and refining the user interface to win in the e-commerce marketplace arena.

How to apply

Conduct similar multi-criteria analyses within your target market to identify the most impactful features and benefits for your specific user base.

Project actions

  • 01Clearly define the criteria that are most important to your target users.
  • 02Use established decision-making methods like SAW or WP to objectively rank options.
  • 03Ensure your data collection method (e.g., surveys) accurately captures user preferences.
03

Method & Evidence

AimTo determine the most preferred e-commerce marketplace based on consumer-defined criteria of trust, user interface design, promotions, and product completeness.
MethodMulti-Criteria Decision Analysis (MCDA)
ProcedureTwo MCDA methods, Simple Additive Weighting (SAW) and Weighted Product (WP), were employed to rank e-commerce marketplaces. Data was collected via questionnaires from active users, assessing their preferences across four key criteria. The methods were used to calculate weighted scores for each marketplace.
Sample200 participants
ContextE-commerce marketplace selection

Variables

IV["E-commerce marketplace features (Trust, UI Design, Promotions, Product Completeness)"]
DV["Marketplace ranking/preference score"]
CV["Participant demographics (implied by 'active respondents')","Geographic location (Bekasi City)"]
04

Strengths & Limitations

Strengths

  • +Utilizes established quantitative decision-making methods (SAW, WP).
  • +Focuses on key consumer-centric criteria relevant to the digital marketplace.

Limitations

The chosen criteria might not be exhaustive, and user preferences can be subjective and change over time. The study's scope was limited to specific marketplaces and a particular geographical area.

Reliability & validity

The use of established MCDA methods and a sample size of 200 participants suggests a moderate level of reliability. Validity is supported by the focus on key, relevant criteria, though it could be enhanced by exploring a wider range of influencing factors.

Think critically

How might the relative importance of these criteria shift for different user demographics or product categories?

05

Design Principles

"Consumer choice in digital marketplaces is a function of perceived trustworthiness, ease of use, value proposition (promotions), and product availability."

Understanding the key drivers of consumer choice in the competitive e-commerce landscape is crucial for platform development and marketing strategies. By identifying and prioritizing these factors, businesses can better allocate resources to enhance user experience and gain a competitive edge.

06

What This Means for Your Design

When people choose online shops, they care most about whether they can trust the shop, how easy it is to use, if there are good deals, and if they have the products they want.

How to use in your project

  • 1.Use the findings to justify the selection of specific features or design elements in your design project.
  • 2.Reference the study's methodology to inform your own user research and decision-making processes.
07

Add to My Project

08

Quick Cite

Paragraph starter

This study highlights the critical role of consumer trust, user interface design, promotional strategies, and product completeness in the selection of e-commerce marketplaces. By employing multi-criteria decision analysis methods such as SAW and WP, it was found that platforms excelling in these areas achieve higher user preference. These insights are directly applicable to the development of new digital products or services, emphasizing the need to prioritize user-centric features that build trust, offer value, and ensure a seamless user experience.

09

Source

Sistemasi: Jurnal Sistem Informasi

Selection of the Best Marketplace using SAW and WP Methods: A Case Study of Bekasi City

journal · 2026

View source

Questions About This Research

What does the research say about consumer preference for e-commerce marketplaces is driven by trust, ui, promotions, and product completeness?
Prioritize building trust, offering compelling promotions, ensuring product variety, and refining the user interface to win in the e-commerce marketplace arena. Evidence: Sistemasi: Jurnal Sistem Informasi (2026).
Why does "Consumer preference for e-commerce marketplaces is driven by trust, UI, promotions, and product completeness." matter for design?
Understanding the key drivers of consumer choice in the competitive e-commerce landscape is crucial for platform development and marketing strategies. By identifying and prioritizing these factors, businesses can better allocate resources to enhance user experience and gain a competitive edge.
How can designers apply this research?
Prioritize building trust, offering compelling promotions, ensuring product variety, and refining the user interface to win in the e-commerce marketplace arena.
What were the main findings?
Shopee ranked highest in both SAW and WP methods, indicating strong consumer preference.. Trust, promotional offers, and product variety were identified as key strengths for the top-ranked marketplace.. Tokopedia was ranked second, with its user interface design noted as a significant strength.
What research method was used?
Multi-Criteria Decision Analysis (MCDA) with 200 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2026 journal from Sistemasi: Jurnal Sistem Informasi.
What should I do differently in my next project?
Conduct similar multi-criteria analyses within your target market to identify the most impactful features and benefits for your specific user base.
What are the limitations?
The study focused on a specific geographic region (Bekasi City), and consumer preferences may vary across different demographics and locations. The criteria used, while comprehensive, may not encompass all factors influencing marketplace selection.