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I haven't done a lot of online shopping but I would say that the one item I have difficulty buying online is clothing. I like to try things on to make sure they fit and look good on me.
The only other thing that gives me pause before buying online is knowing if a firm is reputable. There is always that feeling that the site is a fly-by-night operation. Being a behemoth like Amazon help. The other thing is excellent marketing. If the website looks like a million bucks I am comforted by that. I know that doesn't preclude getting ripped off but I suppose it is similar to buying goods from a store that has put some thought into its design or is in the right area of town.
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"My hands are on fire. Hands are on fire. Ain't got no more time for all you charlatans and liars."
- Old Man Luedecke
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