Abstract
Business opportunities are expanding on e-commerce platforms such as Lazada, Shopee, and e-Bay. However, the Shopee app has the highest user statistics in Malaysia, making it the most suitable platform for small traders like B40 (bottom 40% income) women in Malaysia. Many B40 women experience problems identifying suitable products for sale, as well as improving their product quality. A study of customer reviews to identify the most important attributes of online food products was conducted. A Shopee scraper tool was built to acquire a home-business product dataset. Fourteen attributes were analyzed, and the top five most influential attributes were identified for both positive and negative reviews. The results show that the attributes that have the highest overall impact on online home-business food sales are taste, price, appearance, and texture as well as package condition, delivery service, and free gifts. It is noted that daily snacks and side dishes to go with main meals are suitable for year-round sales, while seasonal cookies are usually in demand only during festive seasons.
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