The social media can be devilish. If you offer quality - then the whole social media will go ga-ga over you. But if you fail to deliver what you promise; then it will screw you to the limits. I think this is exactly what the ecommerce startups in India are experiencing. Out of nowhere, there was a sudden inflow of startups in the ecommerce space. Then followed bigger promises which led to most of them raising lot of venture capital.

However, inflow of money seems to have shifted the focus from consumer care to other factors. The social media is responding badly to the customer care of these ecommerce startups. Search for the customer care reviews of popular ecommerce players like yebhi.com, letsbuy.com and several others and you'll find angry customers.

What's the lesson for entrepreneurs?