E-commerce is one of the industries most affected by big data, from collection to analytics in the highly competitive market. Previous research on big data analytics in E-commerce focused only on particular applications, and there is still a gap in presenting a framework to evaluate big data applications from a challenges-values point of view. This study employs a three-phase methodology to evaluate big data applications in E-commerce with respect to big data challenges and values using a hybrid multi-criteria decision-making technique that combines BWM and fuzzy TOPSIS. The results showed process challenge and the strategic value obtained the highest weight for challenges and values criteria. Financial fraud detection is relatively the most challenging, and online review analytics is the most valuable application of big data in E-commerce among identified applications. Evaluating big data applications based on cost and benefit criteria is practical for E-commerce managers and experts to make decisions on implementation priorities to overcome the challenges and make the most of values. Moreover, the proposed approach is not only limited to big data analytics in E-commerce and can also be applied in other industries to evaluate emerging technology applications.

During the Covid-19 pandemic, when strict restrictions were imposed to protect public health, e-commerce played a significant role in providing products on time. E-commerce technology and big data analytics enable companies to gain competitive advantages and respond to customers more efficiently. To make e-commerce more sustainable, the three dimensions of sustainability must be met, otherwise it can have negative consequences that lead to ecosystem destruction. Thus, e-commerce must learn how to effectively manage certain aspects of sustainability and adapt its operations to achieve balance. E-commerce's impact on sustainability can be measured in three pillars: economic, social and environmental and achieving a balance among these is the ultimate goal of sustainable development. Although the sustainability issue and big data analytics have gained increasing popularity in recent years, there is still a gap in evaluating applications of big data based on sustainable development indicators. In this study, we used a hybrid multi-criteria decision-making technique combining fuzzy TOPSIS and BWM to assess big data applications in e-commerce considering sustainable development indicators. The results showed environmental sustainability and energy consumption efficiency received the highest weight for the main pillars and sub criteria of sustainability indicators. Coordinating and monitoring supply chain processes, innovating product, process and business models, and creating new products and services are the top three applications of big data in e-commerce considering sustainable development indicators. E-commerce managers and experts can make better decisions about sustainable approaches by prioritizing big data applications based on sustainable development indicators. In addition, the proposed approach can also be used to evaluate big data analytics in other industries that consider sustainable development indicators.