Abstarct: With developing social media and shifting the application to business, the perception of online shopping and e-commerce is becoming increasingly revolutionized. Currently, online shopping has higher proportion in commerce. Hence, understanding the perception of efficient online shopping factors is more important these days. The current study aims to not only identify and investigate the efficient online shopping factors, but also identify and rank the most important and critical identified factors by applying fuzzy analytic hierarchy process (AHP). At the initial step, the affecting parameters has been identified by focusing on previous studies and they were ranked by using statistical methods. The results showed that first parameter would be internet characteristic as sale channel; the second would be consumer characteristic; the third would be product characteristic and the fourth was website characteristic. In addition, from 10 second level sub-factors, familiarity to internet has been identified as the important factor in online shopping.