# The Privacy and E-Commerce Report  
## Balancing Personalization and Consumer Privacy

### Introduction  
Data privacy and protection continue to be top of mind for consumers and businesses alike.  
Consumers want, expect, and demand privacy and transparency about how businesses use and protect their data. New and changing laws support rising consumer expectations, and many businesses must comply with privacy regulations.  
However, it’s more than just having to comply. Brands that want to prioritize consumer privacy and take the steps to do so, even if they aren’t required to, will win customer trust and loyalty.  
Building trust and loyalty takes time and effort, and it doesn’t happen overnight. The second something breaks built trust, recovering it can take even more time and effort. When it involves something as important as consumer data, brand trust may be lost forever. Consumer privacy is critical for retail success.  
Today’s consumers are hyper aware of companies collecting and using their data, so businesses must be hyper vigilant about how they collect, use, and protect it. Many aren’t. Year after year, we hear stories of companies — including retailers — that mishandle data and end up with a public relations nightmare.  
As lawmakers introduce new regulations and consumer expectations continue to grow higher than ever before, retailers are on a journey to give their customers what they want — especially when it comes to data privacy.  
In this Privacy and E-Commerce Report, you’ll get access to the latest data privacy statistics to keep you ahead of the competition while learning how to stay compliant with data privacy laws and exceed customer expectations to become a brand customers are proud to support.

### Highlights  
- 78% of people wouldn't shop at their favorite retailers if they found out the retailer doesn’t keep their personal data safe.  
- Consumers are more likely to delete their data from social media, financial/banking, and online retail sites compared to others.  
- Younger generations are more aware of and feel more overwhelmed about their online privacy.  
- Over 40% of Zoomers and Millennials, respectively, feel overwhelmed by privacy compared to only 30% of Baby Boomers.  
- Every generation has high trust in financial sites, with differing levels of trust across other industries by generation.  
- Younger generations are more delighted, amused, or impressed with personalized experiences.

### The Evolution of Data & Brand Trust in Retail  
Longtime members of the retail industry probably remember when most people only shopped in brick-and-mortar stores and brands had little access to customer data. As payment technologies evolved, retailers inherently gained more access to data in the form of customer names, credit card information, and spending details.  
When e-commerce and mobile commerce made their debut, data started to hold a truly powerful role in the retail industry. Now, retailers have access to everything from how often customers visit their websites to specific purchase patterns. The risk of improper data use is at its height, and the reward for respecting consumer privacy is much more meaningful. The reward we’re talking about is, of course, strong brand trust and loyalty.

### E-Commerce Privacy Regulations  
As data’s role in retail expands and brand building becomes increasingly vital for commercial success, companies need to care about and understand privacy laws and regulations. Major privacy laws like the California Consumer Privacy Act (CCPA), California Privacy Rights Act (CPRA), and the European Union’s General Data Protection Regulation (GDPR) help consumers across the EU and in certain parts of the United States understand and exercise their data privacy rights.  
With these laws in place, and more undoubtedly on the way, customers have the right to know what personal data companies collect and share with third parties, and how they use it. Consumers also have the right to access their data, delete their information, and opt out of data sharing entirely. Depending on the type of company, some organizations may experience more consumers exercising their privacy rights via data subject requests (DSRs).  
We asked consumers about the types of companies they’re most likely to exercise their privacy rights with:  
- Social media  
- Email providers  
- Messaging platforms  
- E-commerce  
- Work productivity  
- Travel sites  
- Customer review sites  
- News sites  
- Online retail sites  
- Health sites  
- Lifestyle sites  
- Financial / Banking sites  
- Sharing economy sites

### Types of Companies Consumers are Most Likely to Exercise Their Privacy Rights