Kurt, Mahmut MahirYazıcıoğlu, Osman2021-12-292021-12-292021https://hdl.handle.net/11467/5152https://doi.org/10.3233/JIFS-202010Retail e-commerce has been growing over the years by attracting entrepreneurs’ attention. Increasing interest in retail e-commerce has affected competition and made it necessary to choose the right competition strategy. This study aims at selecting the right competition strategy to be successful in retail e-commerce under vague and imprecise conditions. AHP and TOPSIS methods are used under intuitionistic fuzzy environment, which allows decision-makers to reflect their hesitation in their judgements. After a literature review on retail, e-commerce, and competition strategy, the main criteria and sub-criteria of multicriteria retail e-commerce alternative selection are presented. Cost leadership, differentiation, and focusing strategies are evaluated as competitive strategies, based on the opinions of experts collected through a questionnaire. The results of the study show that the strategies are ranked as differentiation, focus, and cost leadership strategies, respectively.eninfo:eu-repo/semantics/closedAccessDecision MakingIntuitionistic fuzzyCompetitive strategyRetailE-commerceArticle41226172637Q4WOS:000697340200008N/A2-s2.0-8511541816810.3233/JIFS-202010