Survival in highly competitive e-retailing markets requires the entrepreneurs to focus on operating efficiency as the basis for competitive advantage. The aim of this paper is to explore the operating efficiency of global e-retailing entrepreneurs. A two-stage data envelopment analysis (DEA) method, which considers both the profitability and marketability, is employed to determine the operating performance of the e-retailing companies. It was found that the e-retailing companies exhibited a relatively high level of marketability efficiency but a low level of profitability performance. Decreasing returns to scale (DRS) were uncovered among the relatively large companies, which implied that these companies need to reduce their size in order to attain scale efficiency. The experimental results also indicated that the geographical location of e-retailing companies had negligible influence on either the profitability or marketability efficiency. In addition, e-retailing companies exhibit better performance on pro fitability in America and Europe, whereas companies tend to perform better on marketability in Japan. Finally, it was found that the most important factor influencing a firm's profitability performance. is the Selling and Administrative Expense.