E-commerce - Take The Plunge

Sanabria's advice: Don't look at the prices or features of a dotcom—look at the company itself. Examine the customer base and research the management. Find out who is backing the company before you get involved.

"You need to look at a vendor's track record," advises Noosh's Hannebrink. "The types of customers usually indicate what type of organization you're dealing with." With customers such as Aetna, Wells-Fargo and Bank of America, Noosh passes the track record test with flying colors.