First, in standard two-stage DEA (CCR and BCC) measure, both sub-stage and overall efficiency in ecommerce are higher than that in KH model taken into account internal series relationship and linking activities. In other words, efficiency score in standard two-stage DEA is overvalued in contrast to that in KH model, which also reveals the poor coordination among business processes. From a managerial view, virtual operation in ecommerce firms needs to focus on e-business application match with organization structure and internet strategy so that it can take advantage of cost saving to increase overall operation efficiency.