Abstract
This study develops an Analytic Hierarchy Process framework for prioritizing online e-wallets in India. The framework evaluates competing criteria, including security, ease of use, transaction costs, service reliability, and merchant acceptance. E-wallet selection is organized hierarchically around the overall goal, evaluation criteria, and alternative platforms. Pairwise comparisons are used to determine criterion weights and rank the selected e-wallets, while consistency analysis assesses the reliability of the judgments. The proposed framework offers a systematic approach for comparing digital payment platforms, supporting informed consumer choices and helping fintech providers improve security, service quality, and user satisfaction. criteria weights and the final ranking of alternatives is PhonePe > Google Pay > Paytm > Amazon Pay > MobiKwik.