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Privacy in online shopping

Privacy in online shopping: simple rules for buyers and shops

Clear and practical: data minimisation, account options, consent, cookies and understandable notices for online shopping — without legal advice.

Published 19 October 2026Neutral editorial guide

Data minimisation as a basic rule

Data minimisation means collecting only the information needed for the task. For many orders, name, shipping address and one contact method are enough. Fields such as birthdate or occupation are usually optional and should not be mandatory. Forms should be designed to keep required fields minimal and mark optional fields clearly. Technically, separating sensitive data — for example keeping payment details in specialised systems — reduces risk compared with storing everything in a single database.

  • Limit required fields to essentials
  • Mark optional fields clearly
  • Store sensitive data separately and securely

Accounts, guest checkout and fewer stored: Guest checkout lowers barriers for first-time buyers and reduces stored customer data. Shops should offer both options: an account for repeat buyers and a guest flow for one-off purchases. Account registration should request only basic information and keep extra profile details optional. When creating an account, let users choose which extra features to enable, such as wish lists or marketing emails.

  • Offer guest checkout as an option
  • Keep account registration minimal
  • Make extra features opt-in

Consent, cookies and clear notices: Consent must be voluntary and informed. That means plain language, clear buttons and separate choices for different purposes (for example essential cookies vs tracking). Cookie banners should offer simple options like «essential cookies only» and «allow personalization». Detailed information about cookies, processing purposes and retention should be easy to find, for example in a privacy notice that explains in everyday language what data is used and why.

  • Provide separate consent choices by purpose
  • Offer a clear «essential cookies only» option
  • Keep the privacy notice simple and accessible

Personalisation without overreach: Personalised offers can improve relevance but must respect privacy. Shops can implement recommendations so data is processed locally or pseudonymised. Another approach is to ask users to opt in to personalised content. Transparency is key: explain which data is used for recommendations and how long it is retained.

  • Make personalised offers opt-in
  • Process data locally or pseudonymously where possible
  • State retention periods and purposes clearly

This guide was created with AI assistance and published automatically. Binding product details are shown on the linked product pages.

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More guides

Privacy in online shopping: simple, transparent, data‑minimalA short guide: which data a shop actually needs, guest checkout vs accounts, what consent and cookies mean, and how to keep personalization privacy friendly.Read guide →Privacy in online shopping: simple, clear and data‑lightHow to reduce personal data when shopping online and understand sensible choices — for customers and shops in Switzerland.Read guide →Privacy in online shopping: simple ways to reduce data collectionHow to keep online purchases private by reducing unnecessary data collection. What shops can offer and what customers can check before they buy.Read guide →Privacy in online shopping: minimal data flows and clear noticesUseful tips for privacy in online shopping: collect only needed data, offer guest checkout, handle consents and cookies clearly, and keep personalization privacy‑friendly.Read guide →

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Review the product images carefully and look at the shape, colour, surface and other visible details. Several views can make the size, condition and important features easier to understand before you decide. Then read the description and check whether the written details match what you can see. This gives you a clearer picture of the product before purchase.

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Browse at your own pace and discover useful products for daily life, your home or a suitable gift. Open the offers that interest you and review the price, condition, stock and handover information. Before you buy, check the important details once more and give yourself enough time to decide. This helps you make a careful choice and understand what happens next.

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