How can I verify if an online retailer is legitimate?

To verify if an online retailer is legitimate before making a purchase, follow these steps and look for potential red flags:

Steps to Verify Legitimacy

1. Check the Website URL: Ensure the website uses https:// rather than just http://. The s indicates a secure connection. Look for a padlock icon in the address bar as well.
2. Research the Retailer: Look for reviews and ratings on third-party websites, such as Trustpilot or the Better Business Bureau. Check for both positive and negative feedback to get a balanced view.
3. Read Return and Privacy Policies: Legitimate retailers provide clear return and refund policies, as well as privacy policies detailing how they handle personal information.
4. Verify Contact Information: Look for a physical address and customer service contact details on the website. Try reaching out to their customer service to gauge responsiveness and professionalism.
5. Check for Business Registration: Search for the retailer’s business name in official business registries or databases to confirm its existence and legitimacy.
6. Look for Red Flags:
   • Unrealistic Prices: If prices are significantly lower than those of competitors, it may be a sign of a scam.
   • Poor Website Design: A professional, well-designed website is often an indicator of legitimacy. Be cautious of sites with many broken links, typos, or low-quality images.
   • Limited Payment Options: Be wary of retailers that only accept unusual payment methods or ask for direct bank transfers.
7. Use Security Tools: Consider using online tools or browser extensions that check website safety, such as Norton Safe Web or McAfee WebAdvisor.
8. Trust Your Instincts: If something feels off—whether it's the website's appearance, pricing, or customer service—trust your instincts and consider looking for alternatives.

Example

Before purchasing a pair of shoes from a new online retailer, a consumer should:

• Check that the site is secure (https://) and look for clear contact information.
• Read customer reviews on independent platforms.
• Review the return policy to ensure it’s fair.
• Reach out to customer service with questions and see how they respond.

By taking these steps, consumers can better protect themselves from scams and ensure they are purchasing from legitimate online retailers.