This study examines the impact of e-commerce on conventional retail by comparing five retail strategies using the VIKOR approach. The research evaluates each alternative based on key performance indicators, including revenue growth, market reach, operational costs, and customer engagement. By offering a multi-criteria assessment, the study provides insights into the opportunities and challenges of e-commerce adoption in traditional retail. The findings highlight the strategic implications of e-commerce integration, guiding retailers in adapting their business models to evolving consumer preferences and market dynamics. The study underscores the importance of balancing online and offline capabilities to optimize revenue, expand market reach, and enhance customer engagement. Ultimately, this research offers valuable insights for businesses seeking to integrate e-commerce effectively and thrive in the digital era.