Though forums are littered with complaints about E-commerce websites, many of these should be taken with a pinch of salt. There are some e-commerce companies who are professional in their dealings with customers and you can expect the same level of service consistently over a period of time. There are other companies which take undue advantage of the customisation that e-commerce offers to deliver poor quality products to unsuspecting customers.
The easiest way to check if a customer complaint is genuine is to ask the customer for an order reference number. Most e-commerce websites follow a particular sequence in order numbers
Some of the reasons a customer complaint may not be real are
1. Fake complaint by a competitor
2. Customer has received the product but claims he or she has not received it, to claim a refund.