Hot! Hot! Hot! Online shopping is one of the hottest things happening today.

Retailers are flocking to the Web, and the number of online shoppers is exploding. According to Internet market researcher Cyber Dialogue, more than 35.4 million people (43% of all Internet users) will be shopping online by 2001, and you will probably be one of them.

Selection and convenience are two of the primary reasons for shopping online. Why should I get dressed, get in my car, drive through the traffic, and struggle to find a parking place to get to a brick and mortar store that may or may not have the item I want? Instead, I can sit in my living room in my robe and furry slippers and sip a glass of wine while I find the item I need online and arrange for overnight shipment.

Well, it really isn't as cut and dried as I've described. There are definite advantages and disadvantages to online shopping. For instance, if I really want to purchase a gift for the birthday party that I'll be attending later today, I'd better warm up my car. Even with express service, there is no real instant delivery. While the Internet can give you more information about a product than you'd get in a store, sometimes that information just isn't enough. For example, I can read that the new perfume is a combination of gardenia, freesia, and sandalwood with a delicate top note of vanilla, but nothing can compete with actually smelling the fragrance.

Is Online Shopping Really Safe

The first question that I am often asked about online shopping is this: "Is it really safe to use your credit card online?" The answer is that it is often safer to use your credit card online than paying for dinner by giving your card to a waiter or waitress who disappears for a given period. However, there are ways to confirm that you are protected when shopping online.

Start your Shopping at a Safe Spot

Talk to friends and neighbors. If they have been shopping online, ask what merchants they have used and liked. Then start your shopping at one of the most hightly recommended sites.

Shop Only at Secure Sites

Always make sure that you shop only at secure sites. Before you provide a credit card number or personal information, make sure the site has been authenticated as secure. If you have jumped to a shopping site from the AARP Marketplace, you can be assured that you are dealing with a secure site. However, sometimes, you may click from one site to another and may wonder whether the current site is really secure. There is an easy way to tell. The address of the secure page will begin with "https" instead of "http". The extra "s" stands for "secure." At the lower left-hand corner or bottom-middle of your screen depending on your browser, you will also see an icon in the form of an unbroken key or a closed padlock. Both of these represent secure sites using SSL or Secure Socket Layering, which is a particularly reliable encryption process, that scrambles credit card information once it is entered and before it is transferred. Remember, the entire site does not have to be secure, but you should see the https and the lock or unbroken key on the page requesting your shipping and credit card information. For even more excellent information about online shopping security issues, visit the AARP Safety and Security Page.

Use Reputable Companies

Be sure to shop with reputable companies. Because credit card fraud takes a bite out of their bottom line, most reputable companies have devoted a great deal of effort to ensure that your personal information is safeguarded and that your transactions are secure. Always read the security information as well as the refund, restocking, and return policies of the company even if they are a well-known business. Remember that anyone can set up an Internet site. If you are unfamiliar with this particular company, see if they have a toll-free telephone number that you can use, ask friends and neighbors for feed-back about the company, and place a few small orders with them before you purchase that $2,000 computer. Always remember to look for a valid physical address and/or telephone number for the company that you will be dealing with.

Pay by Credit Card

If you pay online by credit card, the Fair Credit Billing Act will protect your transaction. Under this legislation, consumers have the right to dispute certain charges and temporarily withhold payment; generally customers are held liable for only the first $50 worth of unauthorized credit card charges. The type credit card used can also make a difference. Some cards provide supplemental warranties or other purchase-protection benefits. Some Web sites, like Dell Computers, are subject to such a small amount of credit card fraud that they now even offer secure shopper guarantees covering the $50 liability.

Keep Good Records

Always print a copy of all your purchase orders and confirmation numbers. If the company sends an e-mail confirmation of your transaction, be sure to read the fine print on the e-mail. Also promptly check your monthly bank and credit card statements. Reconcile these statements with the records of your transactions to make sure that any billing errors or unauthorized purchases are reported within the required timeframe.

Just a Few Other Spots to Visit

I know that you will find plenty of shopping sites that suit your needs. You can explore shopping malls like shopping.com, shopnow.com, and imall.com. Many brick and mortar stores are now becoming what they call click and mortar stores. That means that while these retailers have real buildings, they also have an online presence. You'll find everything from Bloomingdales.com to The Office Depot in that category. Also important in the online shopping arena are sites like iQVC, which is an extension of the QVC television programming.

Of course, you can purchase almost everything that you can imagine online. Popular Web sites like Ebay let you join online auctions. You'll also find plenty of specialty shops like Virtual Vineyards and Omaha Steaks. There is even a site called Hot Hot Hot where you can find every hot sauce and spicy food imaginable. You can even buy your groceries online at sites like Peapod, Whole Foods Market, and the Kosher Grocer.

Gather Information

While you can't touch, feel, or smell your online purchases, you can often gather very interesting information while you are shopping online. I visited an online store called The Garlic Store and found out that there are over 450 identifiable strains of garlic. Even though I set out to purchase some garlic, I also found out how to grow garlic and how to remove the garlic odor from your breath. Yes, online shopping can really be informative!

The Future of Online Shopping

To get a feel for the future of online shopping, you may want to visit a site like The Lands' End Web site where you ladies can input your measurements and create an on-screen model that you can then use to try clothes on. It's a bit like playing with paper dolls, only more fun.

Another shopping site called Rodeoisland.com takes the concept of a mall literally, by offering different shopping areas with the look and feel of a real world mall.

If you are trying to find a specific item, try Storerunner.com, which is a CBS alliance and one of the popular online malls. It has an excellent search engine and many affiliate shopping sites.

Also, several sites have sprung up offering the opportunity to name a charity of your choice and have a portion of your online shopping dollars automatically donated to that charity. Check out your favorite charity online or visit The Greater Good to understand more about how this works.

Shopping online can be fun…If you are one of those shop-till-you-drop people, you can now choose where you want to drop –either in the mall parking lot or at home in front of the computer.