Inaccuracy in e-commerce, considering colours, is when consumers order clothes online in a specific colour, but upon receiving the product the colours are slightly different or a completely different one. Due to this issue, buyers have lost their trust in online shopping (Nitse et al. 2004; Kim and Lennon 2008). Nitse et al. (2004) believe marketers should pay more attention to consumers’ colour demands and be more concerned about the colour accuracy of their products. Likewise, Labrecque et al. (2013) noticed a small interest from marketers regarding improving the colours of their products online. By doing so, marketers will gain a competitive advantage on the e-commerce market place (Also see Primary Research - Observational research) (Nitse et al. 2004).