The amount and variety of goods and services sold via the internet continues to grow at an incredible rate. Each year brings with it new online sellers and buyers.

The reasons behind this success are the various advantages to both buyers and sellers. While buyers can find great bargains at the click of a mouse and from the comfort of their homes, sellers can reach million of buyers worldwide and do business at a much lower cost. But when transactions are conducted without meeting face-to-face, there tends to be more opportunity for fraud.

Most online sellers are honest and trustworthy. This is, in fact, another reason why online shopping has increased so much over recent years. However, as consumers we should still be extra careful prior to carrying out any virtual transactions. Our most effective weapon against untruthful sellers is complete information on who the seller is, where they operate from and how to contact then when necessary.

The payment method is a good clue to the integrity of the online seller. In general, limited payment options should be a signal for caution. However, it should also be pointed out that individuals or very small businesses may not be able to accept a wide range of payment methods, so this is not necessarily a hard and fast rule.

But if the chosen seller only accepts one payment method, this should ring an alarm bell and you should therefore investigate the reasons before proceeding with any transactions. More so if the seller is using a payment processor we are not familiar with. If asked to wire money directly to the seller, the risks are even higher. We should be inflexible on this point. In such situations, the advice is to walk away from the transaction immediately.

Reviewing the comments made by other buyers is another good way to get a first impression of a prospective seller. When judging sellers from online feedback it is better to stick to third party review sites, as the comments posted on the same site of the seller may be nothing more than the pure invention of a freelance writer.

On the other hand, third party review sites have no vested interest in comments given. However, it would be unfair to dismiss a seller on the basis of one or two negative comments. Obviously, the more reviews we manage to find about a specific seller, the more accurate our assessment will be.

While reading such reviews it is important to check out any comments made about the speed of delivery, the quality of shipping materials and whether or not the items received matched online descriptions.

Another way to rate the likely honesty of an online seller is by the completeness of information provided. Descriptions of any items for sale should be clear and free of any vague or ambiguous wording. When purchasing a physical object, as opposed to a service, we should insist on detailed photos from several different perspectives.

In addition to the information about the item being sold, distance selling regulations require sellers to provide other details, such as written information regarding the business address and other necessary contact details.

The correct price of the goods or services, including any taxes or charges due, should also be clearly specified. The seller is also obliged to inform us about payment methods and delivery procedures. We should also be informed about the existence of the right of cancellation in the event that we change our mind and also what to do in case the goods are unsatisfactory or damaged upon receipt.

In essence, the integrity of the seller is directly related to the completeness of the information they provide. If the seller offers us a complete range of payment methods, transparent and clear description of goods or services offered, and complete details on payment, shipping and returns, then we are almost guaranteed to enjoy a rewarding and worry-free online transaction.

Ms Vella is senior information officer, Consumer and Competition Division.

customer@timesofmalta.com, odette.vella@gov.mt