According to a recent study* which looked at 17,608 e-consumer complaints about online stores, the percentage distribution of complaint categories was as follows: delivery 19%, customer relations 17%, product 11%, return & refund 10%, order process 10%, billing & payment 9%, promotion & advertising 9%, website 8%, pricing 4%, company 2%, and privacy 1%.

If you are the owner or manager of an online retail business, you many want to review the following list of suggestions (developed in large part from that study) to help you avoid customer dissatisfaction.

* e-Consumer Complaints About On-Line Stores, Prof. V. Aslihan Nasir, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Volume 17, 2004, pp. 68-87.