What to ask yourself before making your next online purchase

The holiday season has *officially* begun, which means one thing, and one thing only. Sales. And lots of them. If you’re planning out your new season wardrobe, or just getting a head start on your Christmas shopping, it can be an excellent opportunity to stretch your budget just a little further.

Wearing Atmos & Here polka dot top (also comes in a dress version), Dr Denim skinny jeans (old but similar here), Tony Bianco mules (similar style also here), Oroton bag, Mejuri earrings & bracelet, Muru Jewellery necklace, Linjer watch

I’ve personally always loved the convenience of online shopping. I can flit through the “new in” section of my favourite retailer before breakfast, or scroll through looking for wardrobe staples during the ads while watching TV at night. In my pyjamas. The best part is that if I’m buying clothes, I have a chance to actually try them on with different items in my wardrobe before deciding whether it’s a keeper, or not. It also means I can avoid the queues, and often, I’ve been able to snap something up for a bargain price just by being savvy about where I buy.

But, online shopping comes with its downfalls. For a purchase to be successful, you have to be acutely aware of sizing information (I always keep a measuring tape handy), and thoroughly scrutinise fit. Returns aren’t always free (I’ve paid $70+ to return items in the past…), so making a shopping mistake can cost you more than just the time spent returning it. It’s also easy to overspend and over-purchase. Shopping through one of your digital devices might be convenient, but it does remove you slightly from the physical process of checking out, and handing over your hard-earned cash for your purchases, especially if you’ve previously saved your payment details at the checkout.

Then there’s the quality and fit. It can be hard to accurately judge what something will look like when you receive it. The colour may have appeared slightly off on screen, or the texture might not fit what you were after. Or, it might just be the wrong silhouette for your frame. These are all things that are easy to judge in person, but not quite so easy when shopping online.

I first started shopping online at age 18 (I know… 13 years ago!!), and since then have made my fair share of online purchase mistakes. I thought it might be helpful to share some questions to ask yourself before clicking through to checkout for your next online purchase.

Is this similar to something I already own?

I’m totally guilty of buying something so similar to another item I already own, so I try and make a point of asking myself this question whether I’m shopping in-store or online. While I think duplicates are great for basics you are literally wearing on repeat (think basic tees, camisoles, or trousers/jeans in a certain silhouette), I try not to double up too much elsewhere. The reason is that I’ll usually end up favouring one item over the other. Basically, I end up clogging up precious space in my wardrobe, that I could use for something I’d actually get wear out of.

The other thing to consider is the fibre content. Heavy cotton sweaters with cable knit details are going to sit very differently to a lightweight cashmere crew.

Does this fit my wardrobe colour palette?

My wardrobe colour palette is pretty narrowly defined. It’s mostly neutrals, with the odd pastel hue thrown in for good measure. I’ve spent years experimenting with colour, and have found that this simple but pared back palette works best for my colouring. But that doesn’t stop me from being tempted by a piece that is printed or strays far from my comfort zone. Ask yourself whether the tones and key colour stories would fit in cohesively with what you already own. Trust me when I say that if it’s an out of the box buy that is completely out of character – colour palette wise – you’re less likely to end up wearing it.

Would this item work in at least three different outfits using pieces already in my wardrobe?

Versatility is key for me, and one of the main factors I consider when buying anything new. I like to try and map out at least three (if not more) outfits that I could style the item with. The catch here is that you need to already have the rest of the look tucked away in your closet. This helps me to realise whether it’ll be a wise and savvy online purchase, or if it’s one that I’ll have limited styling options with. Obviously if it’s the latter, I’ll generally give it a miss.

Would I pay the full RRP for a discounted item, or am I only buying it because it’s on sale?

In my early days of online shopping, I used to love browsing the sale section. Even better if there was an additional XX% off. I’d organise each category by price (low to high, naturally), and consider all the bargains I could get with my money. Never did I once thing whether I would have thought about buying that item at full retail. Safe to say, this often resulted in some rather questionable purchases. I still remember the time The Outnet held their first birthday sale and I managed to buy a pair of shoes that were a half size too large for $1USD plus shipping. Not only did I never wear them, but they were a nightmare to on-sell as the designer was fairly obscure in New Zealand.

While I wholeheartedly agree that sale season is a fantastic time to snap up great quality basics at a reduced price, you need to be extra shrewd about how you spend your hard-earned dollars.

Moral of the story is, if you wouldn’t buy it at full retail price (budget allowing), then it’s not worth buying just because it’s on sale, either.

What is the returns policy?

The final thing to check – or ask – before making an online purchase is what the returns policy is. If you’re shopping from an unfamiliar (to you) brand, or trying out a slightly different silhouette, having peace of mind that you can effortlessly return anything that isn’t right for you will make the whole online shopping experience much more seamless.

Many retailers offer free online or in-store returns, but there are many that don’t have these provisions. Read the terms and conditions carefully so you know upfront whether you’ll be burdened with any postage costs or a returns processing fee. Also be aware of customs charges that may apply when shopping from International retailers.