There is an intense amount of competition in the e-commerce world. Your success depends on a lot of things like your ranking on search engines, your prices, and your product selection, but it also depends on how you treat your customers. In bricks and mortar retail when people have a bad experience they tell friends and family and their friends and family tell more people, and that can hurt your companies reputation.

Those same things apply to the internet. If someone shops at your store and has a bad experience they will share that with other people they know and that could destroy your companies reputation. The best things to do to avoid getting a bad reputation is to keep your customers happy by shipping items quickly, having real time inventories so that customers can know immediately when an item is out of stock. Also make sure you have contact information listed on your website so that people can email or call with questions or concerns. Also make sure you ship all your items with a tracking number.

Overall just do everything you can do to make a customer happy. If they are happy they will be customers for a long time. They will also tell friends about your company leading to more customers for your company as time goes on.