Check if they specialize in hardgoods like surfboards, not just apparel. Legit sites will have detailed dims, rocker profiles, and tech specs for each board. Look for real customer reviews and see if they have a physical location or partner with known shapers. A good sign is if their customer service can chat fins, tail shapes, and construction types. Avoid places that just sell “surf-style” gear; you want a retailer that serves surfers, not just sells to them.