Keeping the customer informed is often the key to a profitable e-business. Feedback on the progress of a purchase is important, such as giving order status and parcel tracking information. Good stock information and delivery estimates also encourage the potential purchaser.

Another type of feedback is the customer review, now popular on many sites. This peer-review process can add a great deal of value to potential purchasers, who want to be reassured they are getting the bargain they think. However, there is also great potential for this to backfire, if customers post bad experiences or problems with their purchases, and the feedback also needs to be monitored for more general abuse.

In some sites, the feedback is a fndamental part of the buying and selling process. The auction site, eBay [accessed 5 November 2006], uses customer feedback to give purchasers confidence in the sellers, since eBay is merely a broker for many retailers and private individuals. The “feedback score” gives an indication of reputation.