Buying online is something everyone knows how to do. Buying online without unpleasant surprises —a phantom package, a product that doesn't look like the picture, or nonexistent customer service—is another story. My job is to help retailers and restaurateurs with online sales: I spend my days analyzing what distinguishes a legitimate shop from an opportunistic website. Here are 7 telltale signs, whether you're buying tea, cosmetics, or CBD flowers.
1. A company identifiable in two clicks
A reputable business doesn't hide its identity. Scroll to the bottom of the page: the legal information must include a company name, a SIREN number, and contact details. A quick 30-second check: copy the SIREN number into the Business Directory, the free official directory managed by the French government. If the company exists, is active, and is indeed French—that's your first positive sign.
2. Genuine customer reviews (and we know how to recognize them)
Be wary of a perfect rating: 100% five-star reviews without a single lukewarm one are statistically suspicious. Genuine review profiles mix enthusiasm with occasional criticisms—and most importantly, the business responds, even to dissatisfied customers. A seller who takes the time to reply to a negative review shows you exactly how they will treat you if you have a problem.
3. A customer service that answers calls
Before placing your first large order, test it out: send a question by email or via the contact form. The speed and quality of the response are worth more than any quality label. No response within 48 business hours? Move on—it will be even worse when your package is in dispute.
4. Secure payment and clear return policy
The padlock icon in the address bar (https) is a minimum requirement, not a guarantee. Look instead for: recognized payment methods (credit card through a reputable provider, PayPal, etc.), and a clearly stated return/refund policy with specific deadlines. In France, distance selling gives you 14 days to change your mind on most products—a reputable website will remind you of this rather than burying it.
5. Transparency about what you buy
Origin, composition, certificates, and laboratory analyses (when applicable): a retailer proud of their products provides documentation. Vague product descriptions ("premium quality" without a single verifiable fact) are the opposite of proof. Another good indicator is a blog or detailed guides—those who take the time to explain know their stuff. This is especially true in legally regulated categories, where credibility is also measured by how well the retailer documents the legal framework surrounding their products.
6. A coherent existence outside its site
A website, devoid of any Google listing, active social media accounts, or any trace of itself anywhere, could have been set up last week and vanish next week. Search for the store's name on Google: check its business listing, external reviews, and mentions elsewhere online. The consistency of all this—same name, same address, same phone number—is precisely what professionals (and search engines) look for to assess a business's reliability.
7. Prices consistent with the market
A product permanently displayed at 70% off, a countdown timer that resets to zero with each visit, prices far below anything else: these aren't bargains, they're bait. A reputable retailer lives off their profit margin— their prices tell a credible story. Compare with two or three similar stores: if the difference is dramatic, the real question isn't "why so cheap?" but "what won't be there?"
The final word
Buying from a reputable independent retailer is the short supply chain of the web: you know who's serving you, they know their products, and your money supports a local business rather than an anonymous marketplace. The 7 checks above take less than five minutes—exactly the time it takes to brew a cup of tea.
About the author — Mathieu Mager is the founder of Restaurenta, an independent consulting firm based in Moselle, specializing in online sales and delivery (Uber Eats) for retailers and restaurateurs. A former multi-location restaurateur, he helps independent businesses grow their sales without sacrificing their profit margins.
