RETAIL ROUNDUP:Shopping online and staying safe

Online shopping’s popularity has exploded recently with millions buying from Web retailers — and local companies are taking advantage.

According to NielsenNetRatings research, over 560 million unique users visited the top 50 shopping websites in January alone.

Don Bassler, owner of www.davidsteele.com was a pioneer, starting his online-based business in the early 1990s.

“I originally went online because I realized that if I opened up shop here in Newport, I’d have an interesting demographic, but I’d be limited to the amount of traffic that any one location could wrangle,” Bassler said. “It became immediately obvious to me that I could open up shop online and could have the world as my marketplace.”

Usually, brick-and-mortar stores open up a shop and then start a website. But www.pinkmascara.com , which sells high fashion to an international audience, reversed the traditional business model.

Last week, the Costa Mesa-based company’s mother-daughter team of Carol and Renee McCracken opened a store in Irvine after they’re website had done so well.

So it seems that e-commerce has become less risky for the entrepreneur, but how about the consumer? How does the average online shopper avoid being an identity theft victim?

Newport Beach Police Det. Dave White has worked on economic and high-tech crimes for several years and said that first and foremost, consumers should educate themselves about the sites they’re using.

“You want to make sure you know who you’re dealing with,” White said. “Do some homework on the company and make sure it’s legitimate.”

Carol McCracken suggested calling the customer service number to make sure you can get a person on the line. The McCrackens said they’ve always made sure to have excellent customer service, and it’s served them and their customers well.

Check with consumer watchdog agencies like the Better Business Bureau to see if the company has a positive rating. Bassler’s website displays the Better Business Bureau Reliability seal prominently on the homepage.

White said consumers should make sure they read the e-commerce site’s terms and conditions, security and privacy policies. If the website displays a small yellow padlock or an unbroken key on it, it generally means the website encrypts personal and financial information, White said.

He also suggested only giving information that is mandatory in order to process the order. Take your business elsewhere if you’re not comfortable with what they require.

Before entering financial information, take into consideration what payment method you’re using.

Use a credit card — and, further, use one you designate for online purchases only — when paying online. Most credit card companies have built-in fraud protection and the user can dispute fraudulent charges, which many times will spawn an investigation by the creditor.

Think twice before using your checking account routing and account number — White said it’s one of the easiest ways for people to be victimized by identity thieves.

ON THE WEB

The following sites have more information about identity theft and online shopping:

Federal Trade Commission: www.ftc.gov

Better Business Bureau: www.bbb.org

FBI and National White Collar Crime Center: www.ic3.gov

National Fraud Information Center: www.fraud.org

H&M; set to open next monthSouth Coast Plaza announced Thursday that H&M; will open its two stores at the shopping center at noon April 12.

If the Costa Mesa opening is anything like the price-conscious fashion retailer’s other Southern California openings, be ready to wait in long lines at the two shops, which collectively will carry the store’s entire line for men, women, and kids. If you’re looking for some “material girl” designs, you’ll be in the right place at H&M; — the store will feature the line Madonna collaborated on.

South Coast Plaza will have a 21,000-square-foot store in its Macy’s Home Store Wing and another 8,200-square-foot store in the future Bloomingdale’s Wing.

COMING SOON

Aside from H&M;, here’s a list of other stores set to open at South Coast Plaza in spring and summer:

April

Calypso Christiane Celle: Beachwear, home goods and fragrances

Movado: Watches, diamond, gold, silver and gemstone jewelry, personal accessories

Bare Escentuals: Makeup

May

Bloomingdale’s: The flagship store is set to open May 2

Molton Brown: Beauty and body care

Simon Pearce: Handblown glass and handmade pottery

July

Environment Furniture: Green furniture made from reclaimed wood

August

Marni: Men’s and women’s fashion

Allen-Edmonds: Mens’ footwear and leather goods