Many companies, such as Flipkart and Infibeam, that were earlier procuring and selling goods directly pivoted to the marketplace model this year. The switch may have made good business sense but it has left customers disgruntled: consumer forums are crammed with complaints of undelivered goods, counterfeit products and broken promises.

Akosha, an online redressal site, has seen a 73% rise in complaints against companies that changed to the marketplace model. Another forum, Complaintbox said it now receives at least three complaints a day about online sites, substantially higher than what it received a few months ago. 

The rise in complaints has pushed companies to take corrective measures.They have introduced new checks to ensure that goods are packaged and shipped on time.Every one knows customers will not be patient for too long.