Check the seller

Know who takes the money, who supplies the item and which promises are written down.

A deal is only useful after the exact product, ordinary comparable price, seller, restrictions, delivered total and remedy have all been checked.

This section routes five different decisions. Do not collapse them into one checklist: the evidence that settles one may not settle another. A domain suffix, social following or search position is not proof of identity. Use independently verifiable business and fulfilment details.

Question	What it resolves	When to use it
How can I verify an online seller?	Check legal identity, physical contact details, history and consistency across sources.	Open the focused answer when this is the decision blocking progress.
What should I read in the terms before buying?	Find delivery, returns, expiry, exclusions, liability and governing seller.	Open the focused answer when this is the decision blocking progress.
How do I tell in-stock from pre-order?	Look for an actual dispatch commitment and a remedy for delay.	Open the focused answer when this is the decision blocking progress.
Can online reviews be trusted?	Assess recency, specificity, distribution, reviewer history and off-platform evidence.	Open the focused answer when this is the decision blocking progress.
How do I reduce counterfeit risk?	Check product provenance, authorised channels, warranty and implausible pricing.	Open the focused answer when this is the decision blocking progress.

How can I verify an online seller?

Check legal identity, physical contact details, history and consistency across sources. Use this focused route when that question is the fact preventing a decision; return to the hub when the next uncertainty belongs to another route.

What should I read in the terms before buying?

Find delivery, returns, expiry, exclusions, liability and governing seller. Use this focused route when that question is the fact preventing a decision; return to the hub when the next uncertainty belongs to another route.

How do I tell in-stock from pre-order?

Look for an actual dispatch commitment and a remedy for delay. Use this focused route when that question is the fact preventing a decision; return to the hub when the next uncertainty belongs to another route.

Can online reviews be trusted?

Assess recency, specificity, distribution, reviewer history and off-platform evidence. Use this focused route when that question is the fact preventing a decision; return to the hub when the next uncertainty belongs to another route.

How do I reduce counterfeit risk?

Check product provenance, authorised channels, warranty and implausible pricing. Use this focused route when that question is the fact preventing a decision; return to the hub when the next uncertainty belongs to another route.

Identify the contracting seller

Distinguish the marketplace, payment processor, merchant and delivery provider. This step supports every question in this section, but the linked focused answer supplies the narrower test.

Verify contact details

Check a business name, operating address and working contact route outside the sales page. This step supports every question in this section, but the linked focused answer supplies the narrower test.

Read the fulfilment promise

Find stock status, dispatch timing, delivery territory and the remedy for delay. This step supports every question in this section, but the linked focused answer supplies the narrower test.

Test the evidence

Look for consistent history and specific independent information rather than a single badge or review score. This step supports every question in this section, but the linked focused answer supplies the narrower test.

Inspect the exit

Know the return address, deadline, condition rules and who bears each cost. This step supports every question in this section, but the linked focused answer supplies the narrower test.

The Hong Kong Consumer Council publishes practical online-shopping guidance. Customs and Excise explains unfair trade practices under the Trade Descriptions Ordinance, while payment disputes remain subject to the card issuer or platform's own rules.

Save the offer, product description, seller identity, checkout total, delivery promise, return terms, payment record and correspondence in one evidence folder before any page changes.

A .hk address, large follower count, padlock icon or high search position is not proof that a seller is local, solvent or trustworthy.