Customer Experience Matters

I’ve been selling in e-commerce for over 25 years.
Used items. New items. Repeatables. One-offs. If it can be sold online, chances are I’ve sold it.

Over those years, I’ve encountered thousands and thousands of buyers. Most were kind, reasonable, and easy to work with. Occasionally, you run into rudeness—it happens—but it’s rare.

What has surprised me over time?

Sometimes sellers are the real problem.

When Sellers Forget Who the Business Is For

Small sellers. Small businesses. Not all of them—not even most of them—but the ones who complain? They’re loud. Very loud.

There’s a recurring theme I see in seller groups:
“It’s all about me.”

Not the customer.
Not resolving an issue.
Not providing service.

Just ego, frustration, and assumptions.

A Real Example That Says Everything

Recently, I saw a seller post complaining about a buyer who “asked too many questions.”

Here’s what actually happened:

• The seller made an error in the listing
• The buyer politely pointed it out
• The buyer asked a second question
• Then a third

At that point, the seller shut the buyer down and told them they should “shop elsewhere.”

No thank you for catching the mistake.
No appreciation for the courtesy.
No attempt to help.

Why?

“It was probably just going to be a return.”

That assumption cost them a sale—and possibly future ones.

My Goal as a Seller Is Simple

When I list an item, my goal is straightforward:

• Get eyes on it
• Encourage questions
• Accept offers
• Make the sale

Not to push buyers away.

If someone has a few questions?
No problem.

That’s part of doing business.

Not Every Customer Shops Like You Do

Here’s something sellers forget far too often:

• Not everyone shops on a computer
• Not everyone is tech-savvy
• Many buyers are on mobile devices
• Photos get cropped
• Text gets hidden
• Displays differ wildly

And sometimes—life just gets in the way.

We have no idea what a customer is dealing with when they reach out. Stress. Health issues. Accessibility challenges. Distractions. Hesitation about buying online.

A question isn’t an inconvenience—it’s an opportunity.

Kindness Takes Seconds

Would it really hurt to take 20 seconds to answer a question?

If responding to customers feels like a burden, then it may be time to:

• Reevaluate how you do business
• Or hire someone to handle customer experience

Because customer experience is part of the job.

The Customer Isn’t Always Right — But They Matter

No, the customer is not always right.

But they are always a potential buyer.

Treat them with respect.
Provide basic service.
Be human.

Good customer experience doesn’t cost money—but poor customer experience costs sales.

And in this business, that matters.