In this study, it is aimed to measure the financial performance of the companies in the BIST 100 Retail Trade Sector with the financial indicators determined. Within the scope of this purpose, Entropy-based MULTIMOORA approach, which is one of the CRM methods, is used to measure the financial performance of the related companies. When the literature is examined, there are not many studies conducted from this perspective. In the application, the weights of the objective criteria were determined by the ENTROPI technique and then these criteria were ranked by the Importance Coefficient, Reference Point, Exact Product and MULTIMOORA techniques of the MOORA method. As a result of the study, it was determined that the weights of the criteria determined by the ENTROPI method are functional in measuring financial performances and that the MOORA method is guiding in determining the companies with high financial performances. According to the results of the analyses conducted in the study, the company with the highest financial performance was determined as GMTAS. The company with the least successful financial performance was determined as TKNSA. It was also observed that not all of the sub-approaches applied in the MOORA approach yielded the same results. However, it was also determined that the related approaches gave very close results to each other.