Enhance your Internet shopping experience during the holidays with the following online shopping tips from Visa and the Better Business Bureau:

1. Shop with merchants you know, or research before you buy
   If you're not familiar with an online store, take the same precautions you would in the traditional marketplace. Responsible online merchants will clearly post their physical address and telephone number on their web site. Use that information to check the business’s complaint record with the Better Business Bureau (www.bbb.org) or local consumer protection agency. Ask friends and colleagues for references based on their online shopping experiences. Also, you can look for an online seal that signifies that the merchant is affiliated with a reputable online consumer protection program, like BBBOnLine (www.bbbonline.org).

2. Know the merchant’s customer satisfaction policies and the terms of the sale
   Before making a purchasing decision, consumers should look for information regarding shipping timeframe; return, refund or exchange policies (including related fees, if any); product warranty/guarantee details; and, information concerning the merchant’s commitment to resolve any disputes that might arise. Get a full, itemized list of costs involved in the sale, with a clear designation of the terms, conditions and methods of payment. Know the e-mail address or telephone number of the merchant’s customer service department.

3. Understand the difference between buying from a business and buying from a private seller
   With the expansion of online classifieds and auctions, it's now more common for individuals to be selling goods themselves via the Internet. Be aware that your legal rights against an individual may not be the same as against a business. While many private sellers are legitimate, your legal recourse may be different if you're not satisfied with the merchandise. Whether buying from a business or private seller, be wary of “too good to be true” prices or deals.

4. Use your payment card to shop online
   If you decide to use your credit or charge card to pay for goods and services online, your liability under federal law is limited to $50. Using your credit or debit card can also provide you with extra cardholder benefits. Check with your card issuer for protection details or other advantages. With Visa, you get the protection of a zero liability guarantee, so you’re not liable for any financial losses due to fraudulent activity on your Visa credit or debit card.

5. Be in a secure environment at point of purchase
   Before providing your credit card or financial information, be certain you are using a secure browser that will encrypt the personal data you are about to transmit online. At the point of purchase, look for the prefix https:// in the Uniform Resource Locator (URL) box, which lists the merchant’s web address. If you see that prefix, the site you are using is secure. If you have doubts or are not comfortable transmitting your credit or charge card account number online, call it in to the company’s telephone number or fax it.

6. Check out the merchant’s “security system”
   Once your personal and financial information is transmitted safely to the merchant, is the information stored in a secure manner? Look for information about the online merchant’s security policies that indicates the merchant provides industry-standard levels of security for the storage of personal data, as well as the payment and collection of personal data.

7. Protect your password
   Some online merchants require you to register a user name and password before buying an item. Just as you keep your Automated Teller Machine (ATM) code secret, keep your password secret from outside parties. If you use a smart card - including smart Visa - you have enhanced security because the password is embedded in a computer chip on the card that’s only known to you and the bank that issued your smart card.

8. Exercise the right to protect your privacy
   Shop at merchant sites that have posted privacy policies that reveal what personally identifiable information is collected about you and how it will be used, and offer you options about the use of your personal information. Look for signs that the site has been reviewed by trustworthy organizations like BBBOnline, to ensure that any personal data collected online is treated fairly and responsibly. Be leery if you are asked to provide sensitive personal information, like your mother’s maiden name, your bank account number or your social security number. The only information reputable merchants typically require is your password, credit card number and shipping information.

9. Keep a record of your transactions
   Just as you would save your receipt in case you need to return or exchange an item, you'll want to keep a record of all online transactions, including the merchant's URL (Internet address). That way, you'll have all the information at your fingertips in case a question about an order arises. Several computer software and browser providers now offer electronic wallets that can automatically log your Internet purchases. Many online merchants will email you an order confirmation that summarizes the price and quantity of a purchase. Print and save a copy of this information.

10. Know your consumer rights
    The same laws that protect you when you shop by phone or mail apply when you shop in cyberspace. Under the law, a company must ship your order within the time stated in its advertisements and no more than 30 days after the order date. If you decide to pay by credit card or charge card, your transaction will be protected by the Fair Credit Billing Act. Additional information about your consumer rights is available through the Federal Trade Commission web site (www.ftc.gov).

If you are a consumer who is seeking additional information, or need assistance with a complaint against a business, please contact your local BBB or visit the BBB web site (www.bbb.org).