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Internet fraud is rapidly on the rise. Part of the reason for this is that many people lack the online consumer protection know-how required to sheild themselves from Internet fraud. The need for online safety is growing as hundreds of millions of people worldwide engage in online shopping or e-commerce. While governments and other federal agencies work to find a fix for Internet fraud, Internet fraud prevention awareness is the only weapon against Internet fraud today. Online consumers should utilize Internet fraud prevention measures and protect themselves when online shopping. Common sense is the best rule of thumb when it comes to online consumer protection and online safety.

Guardian eCommerce provides online consumers with these general online consumer protection and online safety tips. The following are 11 online consumer protection or online safety tips to help consumers protect themselves:

• Know Who Your Seller Is - Always learn more about the party you are buying from. Look for feedback about the seller or the party you are buying from. If it's an online auction site, check the seller's feedback rating. Most online auction sites and many online shopping malls have forums where buyers can comment on their experiences with sellers. Alternatively, check the Web to learn more about the seller. Be cautious of sellers with negative or no feedback.
• Compare Prices - Before committing to an online purchase, make sure you're getting the most competitive price. Search for similar items to see if your item's price is fair-trade. Be suspicious of rare or hard-to-find items offered at a very low price. If a seller or the selling party offers many of the same items, ask to speak with the seller's supplier directly. Verify that the supplier is a legitimate business with the correct address and phone number through a telephone directory. It would not hurt to make sure the supplier has a good track record in the business community also.
• Choose Verified Sellers - Before engaging in any online purchase, make sure the seller or online selling party is a Verified member of a reputable third party like Guardian eCommerce, Better Business Bureau, or the like. Such verified sites help to ensure online consumers will be protected when engaged in online shopping or other e-commerce transactions.
• Don't Sacrifice Caution For Impulse Buys - Always shop online with common sense and a level head. Take the time to research the item you want to purchase. Get to know the product and seller before making the purchase. Don't buy if you are rushed, or if there isn't ample time to check for warning signs or buying risks.
• Use Extra Caution With High-Demand Items - When it comes to holiday online shopping, there are certain high-demand items associated with higher purchasing risks. In fact, some high-demand items can be priced higher than usual. Do the research, especially with computers, jewelry, electronics, and other items that are sold out in stores.
• Be Cautious Of Items With Delayed Shipment - Before you make that online purchase, make sure the delivery date is posted and reasonable. Delivery dates further than 20 days after payment involves more risk, and should be avoided, unless you know who you're dealing with online. Delivery dates of 7-10 days are the norm.
• If It Sounds Too Good to Be True - It's simple, if it sounds too good to be true, it probably is. Ask yourself if the information provided in the item description sounds believable before making that online purchase.
• Seller Has Large Quantity Of Rare Items - If an online seller claims to suddenly have a large quantity on an item that's impossible to find elsewhere, always question the validity of the claim. Ask to speak with the seller's supplier, and use a phone directory to verify that the supplier is a legitimate business with the correct address and phone number. As an added safeguard, check to make sure the supplier has a good track record in the business community.
• Seller Or Online Shopping Site Has Little, No, Or Negative Feedback - While a low feedback rating may simply indicate that the online seller is new, transactions with low feedback sellers tend to involve more risk. Online sellers with negative feedback should be avoided.
• Multiple Items With The Same Picture Or An Item With No Picture At All - Be wary of multiple items or listings with the same picture associated with the item. On the other hand, exercise caution with items that have no picture. Also, if the photo does not look genuine and/or is manipulated, avoid the buy.
• Buying Under The Influence - Avoid anything like alcohol or prescription drugs when online shopping. Such things only hinder your ability to make wise decisions and smart buys.

Now more than ever, online consumers need to implement personal measures to avoid Internet Fraud. Internet Fraud Prevention starts with online consumers and being wise. The following Internet Fraud Prevention tips will help protect online consumers:

• Check The Seller's Reputation - Most e-commerce or online shopping sites have forums where buyers can leave feedback on sellers' business practices, speed of shipment, and general experiences. Use extra care in placing orders with new online sellers. Look for sellers with long histories of successful transactions who have a number of positive comments from other like buyers. See if the seller is a valid 'verified' member of a reputable third party like Guardian eCommerce, for example. Search the Web for potential reputation information about the online seller.
• Use Extra Caution With High Value And Popular Items - Certain types of items (i.e. computers, jewelry, electronics, etc.) carry a higher fraud risk and require additional background checking before completing the sale. Do additional research, especially with popular items that tend to be sold out in stores. Be suspicious of online deals that seem too good to be true. They usually are. Be suspicious of online sellers offering very low prices for hard-to-find items who seem to have a large number of these same products. If an online seller is offering a number of the same items, ask to speak with the seller's supplier. Independently verify that the supplier is a legitimate business with the correct address and phone number through a telephone directory or by calling directory assistance.
• Be Cautious Of Unsolicited Offers From Unknown Sellers - If you receive an unsolicited email from someone selling a product, be careful about buying the product. While the email seller may be legit and offering a lower price, con artists often use this spam tactic to get around the official controls and consumer protections that reputable e-commerce sites provide consumers.
• Be Cautious Of Items With Delayed Shipment - Exercise caution when purchasing items online with a significantly delayed delivery date. Delivery dates further than 20 days after buyer payment involves more risk. Online sellers posting a delivery date of 20 days or more should be avoided, if possible.
• Confirm Authenticity - When shopping online for collectibles, such as sports memorabilia, take the steps required to confirm that the item is authentic before making the online purchase.
• When In Doubt, Ask Before You Buy - If you have questions or even doubts regarding an item, contact the online seller before making the purchase. Online sellers obviously prefer that consumers ask questions before the purchase is made. Good communication will make the transaction smoother for all parties involved. If you have concerns about a potential transaction or online purchase, don't make the purchase.
• Wiring Payments Before Receiving Goods - DO NOT wire any funds to anybody unless the goods purchased have been received. Better yet, DO NOT wire funds for any Internet purchase. Over 72% of these transactions are fraudulent.

If you suspect an online entity is engaged in Internet fraud or you are still unsure about whether you should transact with an online selling party, contact Guardian eCommerce and we will use our wealth of resources to assist you. As well, we urge online consumers worldwide to report Internet fraud always. Help rid the Internet of fraud. Finally, we ask all Guardian eCommerce supporters to post their Internet fraud incident on the Guardian eCommerce Forum. Help other avoid Internet fraud.