CLEVELAND -- The busy holiday shopping season is in full swing, with malls and Internet sites expecting heavy traffic right through to the end of the year.

Online retail sales reached nearly $16 billion last holiday season, and this year promises to be equally impressive, experts report.

Shoppers should take extra precaution when dealing with Internet commerce. The Better Business Bureau has joined with the National Consumers League and the National Cyber Security Alliance to offer 12 simple steps to protect consumers from being taken:

1. Know the business you're dealing with. Check out unfamiliar sellers with the Better Business. If you’re buying gifts on an online auction site that provides a feedback forum, check the track record of the seller before you bid. Remember: Unsolicited e-mails offering products from an unknown company should be a "red flag" that they may be fraudulent.
2. Get all the details. Check the name and address of the seller, the bottom line costs you’ll be paying for the product or service, the delivery time, and whether there are shipping costs involved. Plus, ask about the company's privacy policy, as well as cancellations and returns.
3. Are you confident your online purchases are secure? When you submit your credit card information, the web site address should switch from http to shttp or https. That indicates the information is being encrypted and can only be read by the seller. You might also see a symbol like a key or a closed padlock.
4. Credit cards are the safest way to pay. If you're making a purchase that will be delivered later, federal law allows credit card purchasers to dispute charges if the seller doesn't come through as promised. You can also dispute any unauthorized charges, with many credit card companies offering "zero liability" policies that state you will not be held responsible if someone uses your credit card number without your permission.
5. Don’t enter your personal information on a pop-up screen. Identity thieves have been known to create pop-up screens that will appear when you visit a legitimate web site. These pop-ups attempt to get your credit card account numbers or other personal information. Legitimate companies don't ask for personal information via pop-up screens. Install pop-up blocking software on your computer to safeguard your information.
6. Document your purchases. When you've completed the online order process, there may be a final confirmation page and/or you might receive confirmation by email. Be sure to print this information and keep it handy in case your order doesn’t come through as expected.
7. You have rights. It's a federal law that orders taken by mail, by phone or online must be delivered by the date promised, or if no time was stated, within 30 days. You can cancel the order if it isn't shipped on time and demand a refund. There is no general three-day cancellation right, but you can reject merchandise if it was misrepresented or defective. Otherwise, it's the company's policies that determine if you can cancel the purchase, or get a refund or credit.
8. Look out for suspicious contacts seeking information. It could come in phony e-mails that arrive without warning claiming there may be a problem with an account and asking for personal information. Legitimate companies don’t operate that way.
9. Keep an eye on your credit card and bank statements. Notify the bank immediately if there are unauthorized charges or debits, if you were overcharged, or there are any other problems.
10. Keep your computer secure for safe shopping and other online activities. Install spam filters, anti-virus and anti-spyware software and a firewall. Two good sources for information are staysafeonline.org and onguardonline.gov.
11. Don't let credit sharks take advantage of you. Con artists take advantage of cash-strapped consumers during the holidays to offer persona loans or credit cards for an upfront fee. These scammers simply take your money and run.
12. Let the company know about any problems. Got a problem with your order? Go to the web site's service page and find the "contact me" link, their phone number or address. If your problem doesn't get resolved, contact the Better Business Bureau.