What is the most thing you must pay attention when shopping online?

I usually look for the feedback of a certain seller. Here in the Philippines, aside from eBay, we also have online Multiply shops... and seeing other customer's satisfaction over the products they bought, I am able to have a glimpse on the "what if's" of buying to this certain shop. Also, I try to make sure that I hoard right away... I try to think first if ever I will really be using these items before hitting the order form tabs.

most of important,you must pay attention when shopping on line,that is their paypment method.normally if a site can accept paypal that is the best proof to verify whether they do business serious.Also pay via paypal can protect your money well.
And also if you want to purchase on line,you should also consider their delivery time,after service,their reps there,and also the return policy.

I am also a shopping fans,I always shopping on chinafashiongate.com.the price there are reasonable,and the reps there are very nice.most of important,they do paypal.