You clicked ‘Buy Now’, but who did you really buy from?

If you shop online regularly the chances are you’re buying through a platform rather than directly from a retailer. Sites and apps like Amazon, Flipkart, Meesho, Myntra, Nykaa and Snapdeal have become the default way many people shop. You open the app, browse through thousands of products, compare prices, click “Buy Now”, and wait for the delivery.

From your point of view, it feels like you’re buying from the platform itself, but that isn’t always the case and when something goes wrong with your order, that detail can suddenly matter a lot.

The platform you bought from might not be the seller

When you buy something in a physical store or even from a brand’s own website, things are simple. You’re buying from that retailer and if the product is faulty or not what you ordered, the retailer is responsible for fixing it.

When you buy through a marketplace platform, it can work differently. Sometimes the platform is the seller. But quite often, the product you’re buying is actually being sold by an independent third-party seller who is simply using the platform to reach customers.

That means while you searched on Amazon or Flipkart, paid through their checkout system, and received emails from them, the company that legally sold you the product might be someone else entirely.

Most of the time you don’t notice this and when everything goes smoothly, it doesn’t really matter. But if the product is defective, fake, or never arrives, suddenly the question becomes – who is responsible for fixing the problem?

This is where things can get confusing

If something goes wrong with an online order, your first instinct will probably be to contact the platform where you made the purchase. But sometimes the platform may tell you that the seller is responsible, not them.

Many large marketplaces describe themselves as intermediaries. In other words, they provide the technology, payment system and marketplace where sellers and buyers connect, but they say they’re not actually the retailer selling the product.

So if the item is faulty or missing, you may be directed to contact the seller listed on the order.

That can be frustrating, especially if the seller is slow to respond or difficult to reach. Some sellers operate from different parts of the country, while others may even be based overseas.

From your perspective, you bought something from the platform. But legally, the responsibility may sit with the seller behind the listing.

Platforms still have a role in resolving problems

Even when the platform isn’t technically the seller, it still plays a big role in the transaction.

The platform hosted the product listing, processed your order and often handled the payment. Because of that, most large marketplaces have introduced buyer protection systems to help deal with disputes.

For example, platforms often allow you to raise a complaint if:

• your order never arrives
• the item is very different from the description
• the product arrives damaged or defective
• the seller stops responding

If the seller doesn’t resolve the issue, you can usually escalate the complaint through the platform’s support system.

These protections are part of the platform’s policies rather than formal legal rights. But in many cases, they can still help you get a refund or replacement. Platforms rely heavily on consumer trust, so they often step in when a dispute becomes serious.

The same confusion can happen with service apps

This issue isn’t limited to online shopping for physical goods. You might also order services through platforms like Swiggy, Zomato, Ola, Uber or Airbnb. These platforms sit between you and the business providing the service.

For example, when you order food through an app, several different parties are involved, there’s the restaurant preparing the food, the delivery partner transporting it and the platform managing the order and payment

If something goes wrong, maybe your order arrives late, incomplete or cold, then it may not be immediately clear who should fix the problem. The restaurant may say it’s a delivery issue. The delivery partner may say the restaurant delayed the order and the platform may say it simply connects you with service providers. From your perspective, the whole experience happened inside one app.

One small detail can make a big difference

If you run into a problem with an online order, one of the most useful things you can check is who actually processed your payment.

You can usually see this in:

• your order confirmation email
• your invoice or receipt
• your bank or card statement

Sometimes the platform collects payment from you and then passes it to the seller. Other times, the payment goes directly to the seller through the platform’s system. This detail can help you figure out who you should approach first when trying to resolve the issue.

If the platform handled the payment, it may have more influence in sorting out the dispute. If the payment went directly to the seller, the platform may expect you to contact the seller first.

What you can do if something goes wrong

If you have a problem with something you bought through an online marketplace, it usually helps to tackle the issue step by step.

Start by contacting the seller through the platform’s messaging or support system. Clearly explain what went wrong and what resolution you want,  whether that’s a refund, replacement or repair.

If the seller doesn’t respond or refuses to help, the next step is to raise the issue through the platform’s dispute or support system. Most platforms have formal processes for escalating complaints.

If the issue still isn’t resolved, you may have other options, such as contacting your bank if you paid by card or raising a complaint through consumer protection channels.

When something goes wrong with a purchase made through a platform, the hardest part is often figuring out who you should complain to. You might end up contacting a seller, the platform and even your payment provider, sometimes all at the same time just to resolve one issue, because when platforms blur the line between marketplace and seller, getting your complaint to the right place can make all the difference.

If you have any thoughts on this topic, or any other consumer issues you would like us to cover, feel free to get in touch with us at support@resolver.co.uk

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