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Preventing scams when selling through own website

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Hi MMORPG community!

A LOT HAS BEEN SAID ABOUT PAYPAL SCAMMS, CHARGEBACKS ETC... WHAT I WOULD LIKE TO KNOW IS WHAT THE SAFETY TIPS ARE WHEN SELLING DIRECTLY THROUGH WEBSITE WHERE THE PROCESS IS:
-CUSTOMERS REGISTER
-PLACE AN ORDER, REVIEW DETAILS, CHECKOUT WITH E.G.PAYPAL
-AND PAY VIA PAYPAL. AFTER THAT THE GOLD IS DELIVERED.
Ok, in one of the previous guides it has been said that one should always REQUEST MONEY and NOT just simply send it.
How does that work on a e-commerce website? Also, what description should one give to the goods the customer is purchasing? wow gold, account etc. or wow service or something similar? any other tips? maybe I did not look at the right post
 
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