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The primary purpose of this study is to investigate the strategic transition undertaken by e-retailers as they progress from meeting order-qualifier requirements to establishing order-winner elements within their operational frameworks. The overarching objective is to uncover how e-retailers can attain and sustain a competitive advantage in the marketplace.

This study adopted a focus group strategy, which involved collecting qualitative data. Evidence was collected from 41 customers and 16 business managers. The template analysis method was employed to code and organise themes identified during these discussions systematically.

The study identified 34 operational dimensions. 19 dimensions are related to e-retailing platforms and transaction processes, and 15 measurements are related to product or service characteristics. These dimensions were grouped into …