Authenticity of products purchased is another consideration for the online shopper. This is important because, it can help to prevent the shopper from purchasing replica items, or items that are very similar but with the same name and title of the item you are seeking. Verifying authenticity is not usually a problem when purchasing from a retailer who is licensed to sell the item. However, problems may arise when the shopper is buying an item through an auction website, an individual retailer, or the item is such an incredible bargain as not to be believed. This ability to spot authentic items usually comes from researching the items well and being aware of the key features, or by ensuring you use an extremely popular retailer.