The company should have a physical location and phone number listed on its Web site. You need to have some means of contacting them if you have problems after the fact.

You need to know the reputation of the company you're dealing with.

It really depends on what the consumer values. Maybe the cost of getting in your car and the time spent walking exceeds that of shipping and handling.

While only 10 percent are considered 'financially troubled,' virtually every Internet company we have come across is tightening its belt. Clearly, the company has a lot of work in front of it.

Yahoo! is embarking on a major transformation. The company must now prove that online advertising is cost effective and integral to the marketing mix of traditional advertisers.

The company must now prove that online advertising is cost effective and integral to the marketing mix of traditional advertisers. There is an expectation that after six to nine months of calling on traditional advertisers, dollars will come pouring in. Our research suggests that turning 'toe-dipping' budgets into real dollars may take over two years.