The simple answer to this is – YES! A very large and resounding yes. We’ve all heard the saying that the customer is always right, and on eBay this is very true. If you want to be a successful eBay seller, then you will want to go out of your way to make sure that every single one of your customers is 100% satisfied. No matter how much time or money it may cost you.
A dissatisfied customer will leave negative feedback, and negative feedback should be avoided at all costs. That one negative feedback rating will cost you more than it would to just deal with the buyers complaint, whatever the value of the items you sell. You should consider any positive feedback percentage under 100% a disaster, and personal failure.

But what about?
There are no buts, there is no situation that, as a seller, you should ever get into a dispute with a buyer. Here are a few common situations and how you might handle them.
The buyer says that the item never arrived. Politely request that the buyer wait a few more days to see if the item arrives late, and then ask that they email you if the item doesn’t turn up. If the item still doesn’t arrive, you should assume that it was lost in the post somehow and offer to send the buyer a replacement if you have one, or give them a full refund otherwise. Don’t think about the cost, if you are serious about selling on eBay then it is worth it.
The item gets damaged in the post. You must offer to either replace the item or take it back for a refund without hesitation.
The buyer says that the item doesn’t match the description. Resist the urge to email back that ‘yes it does, and they should have read the description properly’. Take the item back with a refund and edit your description if you need to, to clarify any points that might have been confusing.

I’m sure you have spotted a pattern in this. Offering a refund will make just about any problem go away. Believe it or not it will cost you less in the long run. Just keep in mind that one negative feedback rating will stay with you forever, while having a 100% positive rating is like having a gold status.
You should always handle customers’ complaints before they complain to eBay. In fact it is a good practice to email buyers pre-emptively to make sure they are satisfied. Going through the dispute process is time consuming, reflects badly on you, and is just downright unnecessary.
Still not quite convinced? Think that this only applies to those selling cheap items. Actually, the higher priced the items are that you sell, the more your reputation is worth to you. For example, if you were selling $5,000 worth of items each week, and making a profit of $500 each week overall. You might feel that refunding one customer’s $500 purchase would be devastating, because you are losing a whole week’s profit. However, if you don’t give the refund then you could not only lose the next week’s profit, but most likely a few weeks’ profit after that too. Now which would you rather face?
I absolutely cannot emphasize enough the importance of truly believing that the customer is always right.
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