In reality; that's something which individuals must decide, for themselves. As for myself; arriving at an answer to that question is inherently comprised of these separate, yet related, components:

• Buying Online versus Buying Offline (the "hidden costs" analysis)
• Safe-Shopping Online (locating safe-shopping-havens)
• Window-Shopping Online (researching and comparing items and features)
• Buying Online (actually providing personal info and making payments)

For purposes of the ensuing article, I'll address these components in their reverse order:

Q1.   Is Buying Online Safe?

My personal approach to answering that question begins with this analogy: Think of buying online in the same way that you would consider responding to ADs which come to you via any non-validated source (i.e., your postal mailbox, your e-mail mailbox, the pages of various magazines, newspaper classifieds, etc.).

Typically, these types of ADs appear to offer some "fantastic savings or irresistible deals" (which may or may not be real). In such instances; I would suggest obtaining the answers to several questions, before placing an order or paying for an item! In other words; become informed about the entity which placed the AD, and then decide if you want to buy something from them. Thus you should certainly let your approach to buying be a cautious one, but by no means a fearful one!

In like manner; I suggest that prior to buying something via an online-store (or any Web site's "individual item order form"), that YOU SHOULD SATISFY YOUR OWN LEVEL OF RISK/COMFORT! In other words; first you need to establish your own criteria as to how you personally feel about taking risks, and then proceed according to your (not someone else's) comfort level. For example; you might begin by answering the following questions (or substitute your own additional/similar) -- as they relate to any Web site's order form:

Q1.a.   Who is the owner of this specific Web site address (URL)?

• Are they reputable, like a local Sears store?
  (or are they Five-Fingered-Discounts-Inc)
• Are they new and/or inexperienced?
  (do they have the inventory & support to fulfill your order)
• Are you certain that this really is their Web site?
  (or is it the site of someone who is fraudulently impersonating them)

Reputable/legitimate sites will provide a legitimate digital certificate (viewable within your Web Browser) as a means for you to validate "who they are." For example; visit www.entrust.net, and get a feel for "digital certificates" and how they relate to "verifying that a Web site is indeed whom they claim to be".

For those using a Microsoft® Web Browser, information on digital certificates (and the viewing thereof) is located here. For those using a Netscape® Web Browser, information on digital certificates (and the viewing thereof) is presented as item #6 within their article entitled "Eleven Easy Ways to Protect Yourself" (while shopping online). To those NOT using a Microsoft® or Netscape® Browser -- for info on how to "view digital certificates", peruse your HELP files (click on HELP, within your browser's menu).

Q1.b.   Is my personal/credit information being submitted via a secure connection?

That is to say, are you submitting a "purchase order" to a Web address which begins with

HTTPS:// (secure), or
HTTP:// (not secure) ???

If the answer is "this is NOT a secure site" -- and furthermore; if it is not using TLS v1.0 methods -- then I suggest that you DO NOT proceed... but rather, that you "move on" to another store which utilizes TLS v1.0! And in case you are wondering "What exactly are the methods which are used to verify that a Web site is secure?" For an in-depth look at that issue, visit www.openssl.org.

Another security issue which is closely related to your privacy (covered by the next question); is the matter of "your electronic identity", and the potential for identity theft. How can someone "steal your identity", and then use it to ruin your credit rating (and/or good name)? And what can you do to prevent (or adjudicate) such an unwanted and unwelcomed event? For guidance on such matters, one might turn to the Federal Trade Commission.

Q1.c.   What is the site's privacy policy?

• Do they store your personal/credit info within an online database?
  (subjecting it to being hacked from afar)
• Do they share (or sell to others) their customers' private information?
  (are you being targeted/profiled by others?)

Any reputable/concerned Web site, which gathers information about you, will provide a link to their privacy policy (and will adhere to the statements therein). It's entirely up to you, to determine whether or not they meet with your risk/comfort criteria!

Q1.d.   What is the site's policy on returns, refunds, adjudication?

• What will it cost you to return an item, or to cancel an order?
• Do they offer 100% Satisfaction or Your-Money-Back?
  (beware of return-shipping and restocking fees -- they can be significant)
• Do they adhere to BBBOnline^® practices, displaying its seal on their site?

Q1.e.   If paying by Credit Card (CC), what is your CC Company's policy regarding:

• fraudulent transactions
  (are they proactively involved in prevention/prosecution?)
• dispute/refund adjudication?
  (what proof/paperwork is required of you?)
• multiple fraudulent uses of your CC number?
  (do they waive ALL such charges?)

Presented here, for your convenience, are links to some of the major CC companies' policies -- as they relate to the fraudulent use of your CC by others:

• American Express
• Discover Card
• MasterCard
• Visa

Q1.f.   What type of info -- is being requested from you, and is available about them?

On sites that accept your Credit Card (CC) as a means of payment; they really only need

• the card-holder's NAME (as it appears on the card),
• the card-holder's CC NUMBER,
• the card's EXPIRATION DATE,
• the card-holder's BILLING ADDRESS.
• the card-holder's PHONE NUMBER.

They DO NOT need additional information; such as, your Bank Account Number, Social Security Number, Mother's Maiden Name, Where (and/or how long) you are employed, your Annual Income level, etc. If asked for such items, QUERY them as to "WHY!", before providing such info (and/or move on to another site without completing the transaction)!

Somewhere on their site (typically beneath a "Contact Us" link), they should provide their business name, address, telephone number, and hours. I don't know about you -- but if I can not speak to a real person, regarding any questions which arise (before I make a purchase), then I'm inclined to NOT do business with that particular website!

I suggest that only after you have satisfied your own personal risk/comfort level by answering the above questions, as they relate to EVERY online transaction which you are considering, you may choose to proceed (or not) to buy items from that specific URL/store.

I personally have purchased items from online sources, and I have NOT encountered any problems whatsoever. However; there are potential problems "out there", and I've read about others who have encountered same. But I would attribute those problems to the victim's "NOT having asked the above questions" -- and/or -- to the victim's "having a greater risk/comfort level than is mine".

Q2.   So, Is Shopping Online Safe?

Much has been written about the potential dangers, and advantages, of shopping online -- and in general, about consumer protection/action. And I suspect that there will be much more written, as the Internet evolves! So rather than making this page any larger (and slower to load) than it needs to be, I'll simply refer you to what I consider to be excellent resources on these matters. There is some redundancy here, but each link addresses unique issues/perspectives. Peruse each of these, to compile your own personal risk/comfort checklist:

Tips and Guidelines for Safe Shopping Online
AARP.org Better Business Bureau CR's safe online shopping FDA.gov	FTC.gov GetNetWise.org GSA.gov Handbook SafeShopping.org TechTV.com

Q3.   Okay, where are the Safe-Shopping-Online sites?

In my view; the short answer to that question is, where ever you encounter sites which meet with your own personal risk/comfort criteria. But I'll also add this observation --as a means of helping to turn Internet "Comparison-Shopping Surfers" into confident "Online-Paying Customers"-- there are ongoing (and ever-evolving) efforts to provide "safe online shopping havens."

I'm speaking here, about a myriad of online "Malls, Portals, and Shopping-Channels". Typically wherein; the participating (registered) members are often offered special deals and discounts. Also wherein; the participating merchants agree/adhere to certain specified "consumer-accommodating criteria". You have probably encountered many Online-ADs which are designed to lead you to these safe havens doors. And most likely; your Internet Service Provider (ISP) already has set-up something (along these lines), just for you! Therefore; I'll not bother you with any such links (which would serve merely as ADs for these services).

Also; there are sites (beginning to spring-up), which give the consumer some means of "rating merchants" (and/or comparing their track-records). But the question in my mind is "Who is really behind all of those votes of confidence (in any particular merchant)?". There simply is no way to VERIFY just WHO is saying all those nice (or nasty) things. I suppose that I SHOULD NOT just totally discount the validity of such statements; however, when it comes to actually making an online-purchase, I rely much more on (a) my own personal risk/comfort criteria, on (b) the price/features of the merchandise, and I rely very little, on (c) some non-validated endorsement!

I'm not trying to be difficult here, I'm just being my usual skeptical-self.

Q4.   So, security & safety are not real issues for online shoppers?

One might argue... "No, they are not!" (if the shopper has prudently exercised certain precautions)

But, I'll conclude this article by submitting that there is at least one (often overlooked) hidden cost to shopping online... which could adversely impact you, your neighbors, and your local community. Therefore; I suggest that one should seriously consider all of the factors, prior to "jumping onboard the express train to online bargains!"

Most certainly I would concede that "shopping" online is a great way to compare product features and intrinsic value. But I also must contend that "buying" online might not always be the best alternative! For example; I have found that local stores can BEAT the price of online-stores, once you have "negotiated a discount" (by showing the local vendor "the price plus shipping costs" at the online-store)!

Where available... one should seek-out "local" online stores and services... preferring these to other stores which are NOT subjected to their local community's tax-base. I submit that this is an important consideration; to be carefully balanced against what one normally perceives as "the convenience of shopping online" at just any location! Perhaps that convenience is taking its toll on your lifestyle, in ways that you do not yet realize?!

If the "distant" online-store's price and the "local" store's price are essentially the same (within a few dollars) -- I opt to buy the item locally. Why?

Well, consider that the "distant" online-store is often located within another state, or half-way around the globe -- and thus; it's just possible that you might wake-up one day to a realization that those pot-holes (both figurative and physical) in your life are the result of lack of state or local funds.

In other words; unless located "just down the street", it probably doesn't contribute toward my local tax-base! And if that's the case; then among other things, it DOES NOT contribute toward:

• the health of my local economy,
• providing for public-safety services,
• maintaining local streets and roads,
• improving public libraries or hospitals,
• providing curbside garbage and recycling pickup,
• providing local schools' maintenance,
• employing my friends and neighbors!

Hmmm... something to think about?!

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