PurposeSupply chain efficiency can be enhanced by integrating the activities in supply chain through digitalization. Advancements in digital technologies has facilitated in designing robust and dynamic supply chain by bringing in efficiency, transparency and reduction in lead times. This research tries to identify and prioritize the customer requirements and design requirements for effective integration of supply chain through digitalization.Design/methodology/approachThe key nine customer requirements and 16 design requirements applicable for an electronics company were shortlisted in consultation with the experts from the company and academia. An integrated analytic network process (ANP) and quality function deployment (QFD) methodology has been applied for prioritizing the customer and design requirements. The relative importance and interdependence of these requirements were identified and a House of Quality (HOQ) is constructed.FindingsThe HOQ constructed has prioritized and identified interrelationships among customer requirements and design requirements for effective supply chain digitalization. These findings could be effectively used by managers for planning the objectives on long-term, medium-term and short-term basis.Originality/valueThis study tries to bridge the gap of identifying and prioritizing the design and customer requirements for effective supply chain integration through digitalization. The results could aid practicing managers and academicians in decision-making on supply chain digitalization process.