With power comes responsibility. So when it comes to the amazing access businesses now have to directly interact with their consumers, it is important to understand all the data privacy rules and risks in the world of eCommerce.
When you shop around on the internet, you are essentially sharing information on your habits, interests, preferences, and so on. It is no coincidence when you get a random email from a company you’ve never purchased from. This is the result of technology making it easier than ever before for businesses to hone in on potential customers.
But as the reputable klaviyo email marketing agency will attest to, there are many privacy issues around consumer data that businesses need to be aware of. While having access to more of your consumer’s private details can create a better consumer journey, it equally can make it challenging for companies to not break privacy rules.
In fact, recent studies are showing that there is a growing trend of privacy issues being broken, especially as more and more rules come into play regarding data.
Data privacy is something that everyone should care about. It is essentially your freedom and protection when on the internet.
This is why it is important to stay up to speed with the various privacy issues others have found themselves in and how both businesses and consumers can stay protected.
Here are the top data privacy issues to be mindful of.
1. Your Location
The location of your IP address is often collected by any eCommerce website. Some locations are general and will record the city or state that the IP address is from. But others are much more detailed and can actually pinpoint the exact location. Whatsmore, your location can sometimes continue to be tracked to if it is coming from your phone. So as a business, you want to be mindful of the type of location you are tracking, the rules around that and ensuring that what you are doing is in fact okay.
2. Your Browsing Movements
Another type of data that has become more and more accessible is the fact companies can actually track consumers’ movements on the internet in general. This means that they will be able to collect cookies on your journey from website to website and your behavior on each of those platforms.
As a result, many consumers are using blockers that prevent this information from being collected. This means that companies won’t be able to target consumers in as much detail as they hop from website to website.
3. Your Search History
Another common data privacy issue that often happens in eCommerce is access to consumer search history. There is a reason why you may feel like your Google ads are a complete replica of previous websites you have visited—it is because companies are able to actually get access to your search history.
While in one regard it is valuable and can serve as a good reminder of items you were considering purchasing, your privacy is equally something that should be respected by businesses.
Consumers now have the ability to search the internet with private search engines and prevent their browsing and search history from becoming public knowledge.
4. Storing Consumer Data for Unlimited Lengths
Another common data privacy breach is the fact that websites can store consumer information for long durations of time, if not indefinitely. With recent rules, consumers can now request eCommerce sites to delete their data. In fact, consumers should technically be allowed to do this themselves.
Why This All Matters
We are living and working in a data-driven world. There is so much data available and accessible to businesses that often it can be overwhelming. And unintentionally businesses can find themselves getting into issues surrounding data privacy rules.
Even with the best of intentions when it comes to data, it can be extremely tricky to navigate it all correctly. In fact, most scenarios are honest mistakes where a company simply did not have the right team or expertise to ensure that data privacy issues are not met.
Data privacy is basically the expectation that the company that gets your data will solely use it to serve its own relationship with you.
That is why often it is best to engage with third-party agencies that are experts in navigating data privacy rules, regulations, and expectations. They will often also be able to help come up with even better strategies that can ensure companies build solid relationships with their consumers, develop email marketing campaigns that use data on consumers correctly and effectively, and protects any honest missteps from occurring.
Getting data is a privilege. So every time it is used, it should be used with care and respect. And ultimately, used to enrich both a company and the consumers it is connecting with.