If shopping is your raison d'etre, the Internet can be a dazzling place. Not only can you find any item that you would in a traditional brick-and-mortar retail shop, but you also extend your selection beyond the local centre.

With the click of a mouse, you have access to fashion, music, art, food, and tons of other products and services from around the world. From that fiery gourmet salsa you tried at a party and your favorite brand of socks to that cute little condo by the sea, you can find it on the Net. And you're not limited to retail sites either; there are plenty of online auction and bartering sites out there as well.

The Internet is fast becoming consumers' purchasing method of choice, especially as more homes become connected to the Net. According to Forrester Research, 49 million homes are expected to have Net access by 2004. And research firm Jupiter Communications estimates that by 2003, online sales will rise to US$78 billion for the holidays alone. However, to some, the rise of e-shops has transformed the Internet into a complicated maze of individual retailers and electronic "malls" that provide one-click access to hundreds of storesââ,¬"all of which are vying for your attention. The good news, as you'll quickly notice, is that the best Web shops combine strong technology components (sophisticated search engines, easy navigation, and well-designed, quick-loading pages) with good old-fashioned retailing practices (high-quality, in-stock merchandise, fair return policies, and competitive prices).

Before you buy

Before you buy from any e-tailer, though, you need to be sure the site is legitimate, and there are plenty of ways to do just that.

Positive experiences of friends and family are always helpful. But there are also consumer advocate organisations, such as the Better Business Bureau (BBB) and TRUSTe, that investigate online retailers to ensure they're safe to do business with. If so, these organisations will certify the retailers with a seal.

Look for consumer seals at each site and click on them to read about the company's basic policies and consumer-agreement information. If you don't see a seal, go to the BBB's or TRUSTe's Web site to view the lists of member companies. Also look for the company's privacy policy. At minimum, the merchant should reveal whether or not it will sell, trade, or share your e-mail address and personal information with other companies that sell products you might be interested in.

Many online retailers have built stellar reputations in the real world, while others have built up great reputations solely onlineââ,¬"take Amazon, for example. Many offer discounts and coupons, and some will even offer to match other site's prices. Online vendors will find many ways to gain your loyalty, including product-review databases, consumer ratings, consumer information, and personalisation.

Tip: You can save money by joining a frequent-buyer club. Online vendors work to gain your loyalty by offering extras, such as product reviews, consumer information, and personalisation services.

Little details go a long way toward making your online shopping experience a rewarding one. At the very least, you can avoid many hassles associated with traditional shopping: parking, lines, and pushy salespeople. If you use your street smarts, the Internet is the ultimate mega-mall and a great place to get the goods.

Add it to your cart

In many ways, entering an online marketplace is a lot like entering a brick-and-mortar retail storeââ,¬"you'll find shopping carts, shopping lists, departments, and checkout areas.

To help you find what you're looking for, most sites offer powerful search engines that let you search on a number of criteria, depending on the item. Once a site returns a list of potential matches, one click brings up product information, photos, and other details about your item.

Some sites offer a "wish list" option that lets you save items for a later dateââ,¬"or for your friends and family to view when they shop for you. It works very much like a department store-based gift registry. They need only know your name and e-mail address to access your preferences.

Once you've decided to buy a certain item, you simply place it in your shopping cart or shopping bag by clicking on an icon, which might read "Add to Shopping Cart" or the like. Although the name of the receptacle may vary, it's always an electronic holding area that saves a list of the items you want to buy.

Merely placing an item in the shopping cart, however, does not mean that you've bought it. And it's just as easy to remove, change, or add items to your cart as it is to put them in. Just click "Remove from Cart" or change the quantity of items from 1 to 2, for example. Many sites will hold your items in a shopping cart for a certain period of timeââ,¬"even if you leave the site before making a purchase.

Proceed to checkout

To actually purchase your items, click the button marked "Proceed to Checkout" or the like. The checkout area should be "secure," which means personal information, namely your credit card number, will be submitted to the merchant in encrypted form. A dialog box often pops up to alert you that you will be using a secure server, or a site will indicate up front that all transactions are secure. You may see a small closed-lock icon on the lower-right corner of your Web browser window or an "s" after the "http" in the URL. If you do not see any of these alerts, shop somewhere else.

You can rest easy if you enter information at a secure site. You're more likely to have your purse snatched at the local mall than you are to have your credit card information intercepted by a cyber thief. It's way too time-consuming for it to be worthwhile.

However, if you still feel uneasy about transmitting your credit card number over the Internet, you have other options. Most sites let you enter the last five digits of your credit card number, along with the expiration date. You can then call or fax in the rest of the number.

To process your order, other informationââ,¬"your name, shipping and billing address, e-mail address, and telephone number, as well as your credit card type, number, and expiration dateââ,¬"is required. You may also be asked to enter a promotional discount code, which is an electronic coupon that is often advertised on the site or sent via e-mail. Many sites offer free items to first-time shoppers or members of frequent-buyer programs. (Buy 10, get one free; spend $250, get a $15 gift certificate; and so on.)

Finally, you'll be asked about any optional services, such as gift wrapping or the type of delivery you want. Even if you don't need overnight delivery, you'll still pay for shipping at most sites, although some offer discounts for purchases over a certain amount. Shipping charges do vary widely from one site to another. Some charge based on the dollar amount you spend, others on the size or weight of an item, and still others charge a flat fee plus an incremental increase for each additional item.

If you don't have a credit card, you can usually pay by cheque or money order. The site will advise you where to send payment. But because merchants won't ship until the cheque clears, this could delay your order by several weeks.

Paying by cheque, however, is never recommended. There is very little recourse if a dispute arises in your dealings with the merchant. If you still want to go this route, make sure you're dealing with a reputable company. Search the site for a physical address (not a post office box), then make sure it's legitimate. Also, familiarise yourself with the merchant's customer service and return policies.

Remember, reputable merchants do want satisfied customers. So just be smart, and click away!

Getting satisfaction

If you're unhappy with your shopping experience, there are consumer advocacy and dispute-resolution services, such as Internet Consumer Assistance Bureau and iLeveL, that work on your behalf.

At the ICAB site, you fill out a complaint form. The group then e-mails the merchant for you and asks for a response within 72 hours. You have a chance to rate the response (very satisfactory, satisfactory, or not satisfactory, for example), and make a suggestion or send a follow-up comment.

iLeveL presents a "Notice of Dispute" to vendors with whom you've had a problem. The group's primary goal is to provide an expedited, non-litigated, economical means of dispute resolution. If the merchant is unwilling to reconcile your problem, the group will post your dispute for others to review. So before you buy from a site, you may want to check iLeveL to see if others have had any problems with the merchant.

Other places you can go for help are the BBB and the National Consumer Complaint Center. At the BBB site you can fill out a complaint form or check out the business and consumer alerts. The National Consumer Complaint Center lets you submit complaints to the appropriate government agency, including the Federal Trade Commission.

If you suspect fraud, you can turn to The National Fraud Information Centre page, sponsored by The National Consumers League. This site lists common fraudulent activities and suspect organisations.

Top 10 Online Shopping Tips

1. Always use a credit card.

2. Use shopping bots to find the best prices.

3. Look for a secure connection.

4. Know a vendor's reputation.

5. Consider shipping charges.

6. Track your delivery progress.

7. Check the terms of the sale.

8. Double-check order forms.

9. Save or print a copy of your receipt.

10. Know how to return merchandise.
    

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