Winning a dispute by the seller

Dear Alexander, I read your beautiful post about seller's guide and I didn't get my answer. I had a dispute and claim from an Italian buyer on none receiving the item, I gave PayPal the tracking number and a prove of shipping and I lost. Thinking more about it even if I would have won the buyer would give me a negative feedback for losing his money and product so its pretty much a lose lose situation to the seller. How do I avoid or win the situation? I have a German non receiving buyer now. It cost me alot these disputes. Thanks Yaron

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