Detractors refer to customers who hold a negative view of a brand and are likely to dissuade others from doing business with it. Detractors can harm businesses by lowering customer satisfaction, increasing customer churn, and hampering revenue growth.In the case of e-commerce businesses, recognizing and resolving detractors is crucial for enhancing customer retention and revenue growth. By addressing the issues that detractors raise and enhancing the customer experience, businesses can improve customer satisfaction, reduce customer churn, and increase revenue growth.