This study identifies and prioritizes key e-service quality criteria within Malaysia’s domestic e-logistics system through structured expert elicitation involving ten top Shopee sellers in the Home & Living category, selected for their extensive operational experience with domestic logistics providers. Five main criteria were assessed: reliability, responsiveness, privacy and security, ease of use, and website design. The Fuzzy Analytic Hierarchy Process (Fuzzy AHP) was applied to address the subjectivity and uncertainty inherent in expert judgment, enabling a structured evaluation of criteria importance. The results indicate that privacy and security is the most important criterion with a weight of 0.2472, followed by website design (0.2285), responsiveness (0.1958), reliability (0.1705), and ease of use (0.1580). These findings highlight the growing importance of data protection and secure digital interactions in e-logistics, while emphasizing user-friendly platforms and responsive services. As the first phase of a two-part study, this paper establishes the weighted criteria that a companion Fuzzy TOPSIS study subsequently uses to rank individual providers, together offering a data-driven framework to help logistics providers identify critical service areas for improvement within Malaysia’s digital economy.
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