Check the company's mailing address. You should also be aware the most out of country companies that use a street address to give you the impression that they are a local firm. If you deal with a firm from outside Ontario you're not protected by the province's consumer laws. Know what you're buying. If the price seems too low for the item advertised, it may be of low quality.
Many companies offer incentives to boost sales.
For example, you may receive the first in a series of collectibles for less if you agree to pay full price for the other pieces. Other companies may offer a gift if you order by a certain date. The consumer's best policy is to never buy a product because a gift is offered with it. If the product isn't worth the price on its own, chances are the bonus won't have much value either. Check the return policy.