Apart from food shopping, which I do locally (or not so locally in the case of my eggs
), price is my main consideration really, as I'm careful with money and really love getting a 'bargain' (other half usually mutters something about it 'only being a bl**dy bargain if we needed it in the first place
)
If it's a particular item I want (last thing I bought was a wine frigde where I knew the size I needed but didn't care about colour/brand) then I'll spend a couple of hours online comparing price including delivery, minus any cashback/discount codes I can find.
I pay barely any attention to the look/design of the site, and very, very rarely bother to read their 'about us' page (on the off chance their USP is that they pride themselves on customer service etc etc). I literally just compare the price. Maybe I'm unusual in this respect, in terms of taking a risk with unknown shops - I dunno? I've certainly become a new customer of many, many different online shops in this way, and never had a bad experience yet (touch wood). I will, however, make sure to go back once I've used them to check their price if I'm looking for something else, and if the price is the same across the board, give them my repeat business.