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Traditionally, customers have chosen to purchase lingerie in stores. When websites began to sell lingerie online, many consumer experts predicted that the experiment would prove to be a failure, and that customers would not wish to purchase intimate, personal and expensive articles of lingerie without being able to see the garments and try them on properly. However, ten years later the experiment has proven to be an overwhelming success: there is a large number of online retailers who now offer excellent deals on sexy lingerie, and the business they do is considerable enough to threaten the existence of lingerie boutiques in malls and on high streets. Nevertheless, there are many women (and men) who are reluctant to purchase lingerie online. There are some important points that should be considered before making an online purchase.

When purchasing online, you should have the size of the recipient of the lingerie clearly in mind – this will greatly simplify the process of choosing and purchasing, and reduce the likelihood of having to return the items when they do not fit. There is an additional difficulty that companies' sizes vary across brands, and customers do not have the option of comparing the same size across many brands in the changing room. Many customers choose to purchase from the same online retailer once they have found their correct size, because this greatly simplifies the buying process. Of course, if the retailer has a bricks-and-mortar store, you can go and try on sample sizes and styles. Online buying works particularly well for buyers who know the size that they need to purchase, particularly how it varies across different lingerie brands. It is a convenient option for those who are looking for greater variety, because online lingerie boutiques almost always carry a greater selection of items than brick-and-mortar shops. Of course, purchasing online has an in-built delay: customers have to wait several days or up to a week for their purchases to be dispatched and delivered.

The internet can be a great resource for those who are otherwise unable to find attractive lingerie in mall stores and boutiques. For women with special needs, such as those who have undergone a mastectomy, there are retailers of specialist sexy lingerie that can cater to their needs. One of the other benefits of purchasing lingerie online is that consumers can choose to support smaller designer labels or boutiques for niche markets (such as eco-friendly, retro and hand-made lingerie) that they would otherwise be unable to access.

When choosing from the wide range of styles that are available from online retailers, bear in mind also the personality and conservatism of the recipient – what you consider to be sexy lingerie, they may consider to be distasteful or too provocative. It is best to gather as much information as possible before making a purchase, and if possible get a record of previous purchases of the person you are buying for. Buying online is the best option for those buying for themselves who like to bargain hunt and compare prices across a range of stores. Buying lingerie online is now easier than ever, with many top and designer brands offering significant variance in prices, sizes and styles.

When purchasing from an online boutique, it is sensible to check the company's returns policy, in case you are dissatisfied with the purchase and wish to return. Most online companies offer returns for free, so that the customer only pays for the cost of posting the item back. It is also worth choosing retailers that offer multiple views of the items, to see the full design and avoid any unexpected surprises when it arrives, as well as get a clear idea of how the fabric of the garment will behave.