breakup of complaints on akoshas platform shows that 27 percent of the total complaints are related to deficiency in delivery which comprises of issues like delay in delivery order mismatch size issues issues related to product quality packaging issues amongst others the other 20 percent of the complaints registered on akoshas are related to delivery of damaged or faulty products singla adds that other types of complaints include scenarios like being cheated in lieu of attractive offers shutting down of online business and promised discounts not offered recurring issues it is clear that sale or no sale brands have not been able to tackle the common problems around deep discount sales the problems multiply as a much larger volume of sales take place largely the nature of complaints across brands has been more or less similar in the last few weeks there has been enough written and tweeted about the sales on flipkart snapdeal and amazon on our platform we have seen the similar kind of complaints reappearing after every major sale day promotion be it flipkart billion day sale amazon diwali dhamaka sale or snapdeals diwali bumper sale says singla akoshas data shows that these muchmarketed days turned into marketing and pr disasters due to consumer grievances like inaccessible website absence of discounted products advertised payment gateway failure site crashed during transaction order confirmation message not received delay in delivery delivery of damaged or faulty products each of these problems occurs even on a normal day but on a sale days the problems reached unmanageable levels according to saurabh arora founder ceo at airwoot a startup that helps businesses effectively engage with customers on social media says his firm has been crunching data on deep discounts customercentricity and the dissatisfaction being expressed on social media which is a reflection of how better or worse the business processes have been setup to cater to their customers on an average 30 percent of people who contact flipkart on twitter express dissatisfaction they report incidents of broken experience or lodge a complaint during the deep discount sales this number shoots up to 70 percent further breaking down the silos of complaints ecommerce brands receive almost 40 percent of the complaints about logistics and delivery says arora arora adds this has led to an interesting pattern where even the logistic companies such as delhivery gojavas amongst others have also opened up the support forums to customers who are dissatisfied with the delivery times hard target it is clear that customer satisfaction is hard to achieve with such flash sales singla says for a market like india where customers have very low faith in shopping online the first thing to be ensured is customer satisfaction ecommerce in india is gradually shifting to the marketplaceled model from the inventoryled business model but moving from an inventoryled model to marketplace is not an easy transition it is as good as building from scratch the biggest challenge faced in adopting this model is customer experience