For every business organisation, customer feedback means a usable source for further development and improvement of its offer (in general for its business activities). The obtained feedback can have the character of an opinion, a suggestion, an evaluation, a comment or a complaint. This paper deals with customer feedback in B2C e-shops because e-shops have nowadays become more and more important in consumers' everyday lives. The aim is to identify how selective e-shops obtain customer feedback in a direct way (i.e. customers send his/her opinion directly to the particular e-shop). As a result, some schematic depictions are in this paper presented. These depictions can be used in business practice as inspiration for implementing methods that lead to obtaining customer feedback.