As the numbers of people browsing and buying online increases so, too, do the opportunities for it to become a risky option. Quite apart from the risks that come with not being able to see what you are buying before you hand over your hard-earned dollars, there is always a risk of you being scammed by people you don’t know, in a location that is virtual and that you can’t check out.

There is an old Latin phrase that everyone should heed; 'caveat emptor', roughly translated as ‘buyer beware’ the onus is on you to make sure what you are buying is real, legal and not simply a 'pig in a poke'.

How, then, can you even begin to shop safely online?

There are some basic rules to follow, the first of which has been around for so long that it ought to be ingrained on our consciousness; 'If a deal looks too good to be true, then it probably is!' That 60 inch LED, 3-D TV for $200 probably doesn’t exist, so just think before you leap in with your credit card details.

Next, it is always best to try and shop with names that you recognize, trust and can have some faith that they are real. Some of the major outlet names have their own e-tailing divisions so check that out first. Simply being listed on one of the search engines isn't proof that they exist - if they have a web address, navigate to it and see if there is a reference to a postal address or a phone number - it isn't proof but it helps. If the site appears to be from a country you haven't heard of, then its probably fraudulent, but the age old adage of 'don't judge a book by its cover' is almost always right - you owe it to your bank balance to check it out.

When you are looking to buy online - maybe it's a major purchase, then plug the name and catalog number into your search engine and see which comparison sites it comes up on. Its just like browsing for an item in multiple stores in the mall, go check a few of the listings and see what they are offering the item for. Make sure they are 'new' not 'pre-owned' and that the item is what you are looking for. If there are, say, half a dozen listings compare the price per line, delivery charges and delivery times - once you are confident as can be, then choose which etailer you want to go with and check them out too. It's difficult if it's an online only retailer or maybe an online auction but they do have returns and fraud policies that will help protect you. Buying from an individual can be tricky but if you use a money payment scheme like 'PayPal' that too offers a certain amount of protection.

It always pays to make certain that the site you have chosen is a secure website and you can do so by look for a symbol that looks like a padlock and which appears in the bottom right of the search window, another area to check is that the website URL (its Internet address) starts with 'https://' (this means it's a secure site - hopefully). Check out the sellers' site for evidence of a privacy and returns policy - particularly the timescales and charges related to returning something.

Some online businesses will use verification software such as 'Verified by Visa' or 'MasterCard Securecode', this protects both parties from illegal use and fraud and this is probably the only time you will be asked for a password – make sure its not easy to guess or one that you use for all your cards.

OK, so you have chosen the item, the e-tailer and the price, its now time to get out your credit card and take the plunge, but before you do you need to make sure that you have protection on your card should it go wrong. Remember that millions of folk are buying on line and the US Department of Justice reported recently that the risk of being subject to online fraud is as low as one tenth of one percent and that the average value of each was less than two bucks. This isn't to down play the risk but you are just as likely to be scammed in the mall or have your pocket book lifted, as you are online.

Is it easy to shop online safely? Well the statistics suggest so and the levels are increasing as folk become more and more adept at finding sites they can trust for products and services that they want.

Remember, never give your password online, don't reveal the details of your checking account, only give enough information to ensure that the item you want can be delivered and simply be careful.

What happens if it doesn't arrive? Well, most trustworthy sites will offer some form of redress - money back or the product replaced, but you need to check their policies, yes that means read the small print. The same is true if the goods arrive and they are not as described (go back and check how they were described) or are faulty or damaged - 99.99% of all online outlets will change goods out for you.

One last word, or two, of warning; never accept offers for products by email without checking a web-site independently and don't simply link from their email to the web-address they give it could be someone gathering data in a 'phishing' trip.

Last, but by no means least, shopping online can be a pleasurable experience, it rarely goes wrong, but if it does then don't just accept it complain to the seller, the website, the auction site or to the retail outlet from whence you bought the goods. One thing that etailers hate is bad feedback - it damages their reputation.

If you have had a good experience and are satisfied leave good feedback, it's like leaving a tip for great service!