Check Web policies before closing deal

Whether you're a novice or a veteran of online shopping, experts say consumers should - as with any type of business deal - understand what they're getting into before they spend their money.

Identify and understand security, privacy, shipping and return policies before conducting business with an online merchant.

''Always check out a site's policies,'' said Bette LaGow, managing editor of Consumer Reports Guide to Online Shopping.

Online retailers should be able to assure customers that credit card and financial information is secure.

Although consumers are liable for only $50 in the case of a credit card theft, some online merchants will absorb even that cost if it happens through their Web site, LaGow said.

Privacy policies should also tell consumers if names, e-mail addresses and other marketing information will be sold to a third party, said Kay Fuston, executive editor of Hotdots magazine, a new publication that focuses on Internet shopping.

''You usually don't want them to sell your name to someone else,'' Fuston said.

The company should give consumers the right to opt out of having their information sold, she said.

When ordering, shop early, LaGow said. One of the problems with deliveries last year was that many consumers waited until the last minute to shop.

''People seem to think the Web is fairly instantaneous, and it is, but deliveries aren't,'' she said.

Shopping during the first week of December is the best way to avoid late deliveries.

Consumers also should remember to print out order confirmation numbers.

And if they aren't sure about size or taste, consider shopping at Web sites where items can be returned to traditional stores.

Also, make sure you understand additional fees that may occur. Some companies, especially electronics outlets, charge restocking fees on returned merchandise.

(Contact Linda A. Moore of The Commercial Appeal in Memphis, Tenn., at http://www.gomemphis.com.)