E-merchants must keep their customers aware of the steps through the whole process of an online purchase. Through clearly stated policies e-merchants can communicate a lot of information and cut off lots of potential issues before they even begin. Stating the expectations for communications and shipping times that are realistic and do not promise what cannot be delivered will keep expectations of the customer at attainable levels.
Confirmation e-mails of purchases, shipments being sent, and tracking information will allow customers to feel like they are appreciated and respected. E-merchants who don't make it a priority to convey this information to their customers may have excessive questions from customers trying to confirm information that was not delivered to them. Many online merchants will also follow up with phone calls to discuss satisfaction with the process and evaluate the overall shopping experience so as to make it better in the future.
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