The time of chip that would be used is RFID. While I am aware of the disadvantages of it, I think over time, as RFID becomes more popular, there will be more solutions for them, and thus, the problem will go away eventually. Until then, warnings would, of course, have to be put on the product as a warning to consumers.
If for whatever reason, the website could not track your item, you could be shown a graph of where you normally lost other items, and so you would have a few ideas of where to search. And if you were uncertain of how to use the website, or how to use the chip, there would be instructional videos readily available (in both Adobe Flash and HTML 5) on how to use them. :)
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