What's in Store

Trust is an important part of the shopping experience, especially when you are buying from a new merchant.  In many cases, you can decide where to safely shop online by following a few simple practices (that I compiled from a variety of expert sources including eBay’s Security Center). 

1. Learn as much as possible about the product and retailer.

Shoppers can learn about a retailer through its reputation, from previous purchases, from referrals through friends or from reviews and comments left by other shoppers. Customer reviews are often the best guide for determining which stores to trust.  When in doubt, a good resource are the Epinions consumer reviews found on Shopping.com.  Shoppers rate stores on a one-to-five “check” scale, often giving a detailed account of what they bought, what they liked and disliked about the store, and whether they would buy there again.  In addition, Shopping.com awards its Trusted Store seal to merchants who consistently receive positive customer ratings and reviews, provide accurate information and honor their price listings.  There is also a Smart Buy seal that calls out the lowest price from a Trusted Store. 

2. Understand the retailers’ refund and return policies.

Look for and ask about the refund and return policy. Questions to ask include: the required timeframe in which a buyer must contact the retailer and return the item; whether a full refund or a merchandise credit will be offered; and, whether an item that has been opened can be returned. If no refund policy exists, consumers may be able to take advantage of buyer protection programs, if offered by the retailer or the consumer’s payment service provider. These protection programs ensure that if there is a problem with a transaction, the consumer’s payment will be covered or refunded as a result.

3. Use a secure checkout and payment process.

Many Web sites use a technology called Secure Sockets Layer (SSL) to encrypt any personal and financial information sent over the Internet. To know if the retailer is encrypting information, look for the display of a locked padlock at the bottom of the Internet browser you are using. You can also pay with a fast, easy and secure payment method such as PayPal. Do not pay with cash or instant money transfer services. Also, never click on a link or reply to emails that ask for personal information such as account or credit card details, username or password.

4. If an offer sounds highly suspicious or too good to be true, it probably is.

As with any purchase, shoppers should read the fine print (or, in some instances, click the links describing the purchase agreement). While Internet retailers frequently offer lower prices than conventional stores, shoppers should be wary of unreasonably low bargain prices or unusually attractive promises.