Avoid unreasonable shipping and handling fees; avoid unfair pricing (such as excessive and discriminatory pricing); consider value pricing; honor the price match/guarantee policy that is stated on company website; avoid price irregularities and inform consumers about price changes; do not make price changes during a transaction; charge shipping and handling fee on the basis of the weight of the products; avoid inconsistent pricing between brick and mortar and online stores; provide automated systems that charge the right sales tax for the right state/country; enable consumers to view all additional fees prior to the end of ordering (for instance give estimated shipping and tax fees during the beginning of order process).