Online selling has been increasing year on year over the last decade, with 2020 standing out. A massive 27.9% of retail sales were made online in 2020 according to the ONS, compared to just 6.6% in 2010. This is largely in part due to the COVID-19 pandemic, but also due to customer behaviour and preference. Shopping online is now part of everyday life for most households, of course there are exceptions but the shift from bricks and mortar to online looks set to continue. In a marketplace that is competitive and often overwhelmed with choice, how can consumers make sure that they are making the right decisions?