How do I know which internet retailers to trust?

I had actually stumbled upon this bargain shop online which was giving away great deals. But I was not very sure I could trust the site. Since, its a fairly new auction house in my area which also has their own website I asked around to my neighbours and got a positive response.

Generally, I always use well known companies for anything I buy online, like Amazon.But you can look at the retail site and look for reviews and check around to see what others have said about it. I'll find a site that looks good and then google that site and reviews and other people's experiences with that site generally show up. But I find it best to go with the ones that are well known and reliable. Safer also.