Significant work in service domain has focused on customer journey within e-service delivery system process (e-SDSP). Few studies have focused on process-centric approach to customer journey during delivery of e-services. This study aims to investigate the performance assessment of three online retailers (alternatives) using perceived service process during different stages of e-SDSP as a criterion for decision-making. TOPSIS is used in this paper to rate and evaluate multiple online retailers. Based on perceived service process as the criterion, results show that online retailer-2 outperforms other two online retailers. This study is one of the first to rate online retailers by utilising customer-perceived service process (latent variables) as a decision-making criterion throughout e-SDSP. The finding suggests that perceived searching process is the most essential criterion for decision-making, followed by the perceived after-sales service process, the perceived agreement process, and the perceived fulfilment process. Implications, limitations, and future scope are also discussed.