BY LISA BIANK FASIG
The Cincinnati Enquirer
There is no garland draping the Internet. No well-fed Santas luring Webheads to its countless commercial sites.
Still, what better excuse to graduate from novice surfer to novice shopper than the holidays?
With popular retailers such as the Gap and Macy's selling their wares electronically, consumers can drink their cider at home while ordering in their slippers. But beware of back-alley retail sites - those that look as good as the real deal, but prey on the inexperienced. Consumer Reports Thursday sponsored a telephone conference outlining e-tips for online shoppers. Among the key issues - especially for the new guys - are security and privacy, and knowing who runs the site.
"There's lot of cowboys out there on the Internet," said Lou Richman, finance editor of Consumer Reports.
This is not surprising. Internet fraud began shortly after the Internet posted signs. And the cheaters likely won't back down, since the Internet is expected to generate $6 billion in sales this year.
Here are some simple tips to avoid a cyber shakedown.
Security: Be sure the site uses encryption technology, and look for the "secure connection indicator" on the Web. A small, open padlock or broken key, for example, mean the site is not secure. The Web address might include the letter "s" after "http" to indicate a secure area.
Sometimes, there is an explicit statement about security. Wal-Mart's site, for example, clearly states that it will cover fraudulent charges relating to its site use.
Privacy: While certain information is necessary to make a purchase, users should be able to opt in or out of providing certain details. Look for the privacy policy statement at the site. If one can't be found, or it feels uncomfortable, just get out. There are hundreds of others.
Who controls the site: Find out who controls the site and how to reach that entity offline. Ideally, get a phone number, in case of a problem or complaint.
Shop around: As Nancy Macagno, new media director at Consumer Reports, put it: "There's no reason why you have to do business with one site instead of another."
Mr. Richman advises shoppers to break into e-commerce with small items - books and music CDs that aren't likely to disappoint - and be sure to check for steep shipping prices. It's best to work with trusted, legitimate vendors.
He also recommends against buying perishables online. Of the 20 gift baskets that 30 mystery shoppers purchased for Consumer Reports, two arrived in "dreadful spoilage."
