Cold-formed sections (CFS) fabricated using high strength steel have recently been utilised in construction due to their numerous advantages, such as higher load-to-weight ratio, flexibility of shape, and availability in relatively long spans. High strength CFS channel sections can be used as purlins and joists in structural systems; thus, they are vulnerable to different buckling instabilities, including web crippling. Predicting their web crippling capacity using the current design guidelines may be insufficient due to their empirical nature. This study, therefore, aims to investigate the web crippling capacity of high strength unlipped CFS sections under End-Two-Flange (ETF) loading conditions. Numerical simulations were carried out using nonlinear finite element (FE) analysis. The developed models were first validated against available experimental data and then used as a base for conducting an extensive parametric study. The ultimate web crippling capacity obtained from the parametric study was used to assess the accuracy of the available design equations in the standards and those proposed in the relevant studies. The assessment revealed that the existing design equations are not suitable for predicting the ultimate web crippling capacity for high strength CFS channel sections under the ETF loading condition. Thus, a modified design equation was proposed, following the same technique of current design standards, and a new Direct Strength Method (DSM) approach was developed.