Sometimes when you’re shopping online you’ll come across prices that are so much lower than anyone else’s, it’s hard to believe they’re real.

That may be because they’re not.

Some retailers, especially some online electronics stores, post ridiculously low prices. Shoppers who bite typically receive a phone call from a salesperson trying to “upgrade” them into buying accessories or other products or services, often at inflated prices.

If they refuse to purchase additional items, shoppers find that the retailer cancels the sale, claims the product has been back-ordered for months, or, if they did purchase the additional product, sends lower-quality merchandise or items that were never ordered. Returns can be difficult, if not impossible.

And in June, New York Attorney General Andrew Cuomo announced $765,000 in settlements with seven Brooklyn, N.Y.-based retailers he accused of using such tactics to bilk consumers nationwide out of hundreds of thousands of dollars. Together the companies operated under more than 100 names and Web sites, reported the Web site HD Guru. It posted a complete list, which it said it obtained from the New York State Attorney General’s office. 

Along with bait and switch practices, Cuomo said, the companies posted fake customer testimonials and changed their names and Web sites so often that prospective customers couldn’t find any truthful online testimonials about them.

The companies are Best Price Camera, Foto Connection, 1 Way Photo, 86th Street Photo, Broadway Photo, Camera Wiz, and Sonic Photo. Camera Wiz and Sonic Photo agreed to go out of business immediately. The remaining companies have agreed to change their business practices.

Some of the settlement money will be used to reimburse consumers. If you’ve been victimized, you should file a claim with the New York Better Business Bureau. The BBB  still is setting up filing procedures. Updated information will be posted on the organization’s Web site.

To protect yourself when shopping online, be wary of unrealistically low prices. Don’t be persuaded to buy additional products or services just because you’re getting what looks like a good deal on one.

Stick with retailer reviews found on major shopping sites, such as Amazon.com, PriceGrabber.com or Shopping.com. Even if reviews are positive, find out whether the company has a report at the Better Business Bureau. (Look for a company that has at least a “B” rating.) Also, do a Web search using the company name and keywords such as “rip off” or “complaint” to see if the retailer is mentioned on message boards or elsewhere online. Don’t assume that the absence of a BBB report or message board complaints mean the company is worthy of your business.

Also, find out whether the product you’re buying comes with a manufacturer’s warranty. Some discounters can sell at below-market prices because the products are intended for sale in non-U.S. markets and aren’t covered by U.S. warranties.

Finally, use a credit card. If there are any shenanigans, you can dispute the charges.–Anthony Giorgianni