i think it's very important to make sure that you do your own research and talk to the people in charge of the project if possible - check to see if the project is thoroughly thought through and if the solution proposed is interesting/innovative. some ICO projects go through advisories or platforms that have successfully pushed out other ICO projects that eventually got listed on an exchange. for eg out of all the new projects running right now, BCART Blockcart is a pretty good one. Airdrop and bounty is still live! Haven't seen any blockchain projects that target online shopping/e-commerce specifically yet, so was interested in this one for the concept. As for current altcoins present on the market, same rules apply - make sure there is good communication with the team and project in charges, that they promptly reply their social media account etc.