Shopping secrets

Retail online

Only a few years ago, if you wanted to know whether your local book store had a certain title in stock, you'd need to have a copy of their paper catalogue, or dig up their phone number and give them a call and ask. You might even remember the Yellow Pages ads urging us to let our fingers do the walking not that long ago. These days, you can let your mouse walk for you by browsing the latest catalogues of your favourite retailers online.

Even if you don't fancy making the actual transaction online, whether it be because of security fears or just because you like the act of actually going in store and walking home with the goods, you can still browse the catalogues of several stores to compare prices and get the best bargain. Most large retailers have online stores with stock information and pricing, and while you're hunting around, you might well find a smaller retailer you've never heard of with an even better deal.

The next logical step for retailers has been to implement a form of e-commerce on their sites, allowing you to place orders and pay for them online. Many retailers, ranging from department stores to book and music stores, have online shopping features, and there are many that offer discounts for online purchases. Some stores also have other nifty features, such as order tracking, so once you've made your purchase you can keep track of exactly how it's progressing and get a better idea of when it will be arriving at your door.

The first issue that comes up when browsing online is actually finding the product or retailer you want. You should be able to find the websites of your favourite retailers easy enough, but there are thousands of smaller stores out there that may be offering an even better deal. This is where online directories come into play. There are many directories, and the better ones will not only give you a broad range of choices of where to shop, but they also rate the sites in terms of ease of use, product range and customer service. Beware, though, some require stores to pay for their listing, so they're not as reliable as sites that are free for the retailers.

Things to look for when shopping through a store's website are the usual security features (see 'Safe and Sound'), as well as the terms and conditions of the sale. Make sure you have the same rights as a walk-in customer, such as with returns and refunds. Also check the delivery details to get an idea of how long it will take to ship to you. The cost of delivery should also be clearly displayed, and you should make sure that you're not paying more overall than if you popped down to the shop, especially if you're only ordering a single item and paying high delivery fees. For stores you've never heard of before, you should also ensure they have plenty of information about the company, such as a physical address and a phone number you can call if you run into trouble. Finally, one of the basic truths of shopping online in general: if you see a bargain that's too good to be true, chances are it is.

If you're doing your Christmas shopping online, you'll also need to factor delivery time into the picture. Keep in mind that Christmas is also the busiest time of year for most retailers, so allow at least two weeks for delivery, especially in December. If you really need the product sooner, you can try for express delivery, although that'll come at a premium, and some sites also offer the option of picking up the product from a store or warehouse.