i. If the customer could not find the item, then the item is not existing, or the seller did not update their stock query. ii. If the customer did not buy the item, then they cannot give rating of the item 2. The rating system must follow customers’ preference. i. If the rating system is not catering for the customers’ preference, then the items will not properly be rated, or the queries would be messy. 3. Customer service is needed i. If the customer wants a refund for their item, then customer service person should be able to assist the customer 4.