Everything we do online generates new data. This includes information about behavior on websites, registrations, payment records, conversations, interactions, and so on.
For those who sell products or services online, this data is invaluable. It allows them to better understand each customer, enabling companies to make better offers and know what the experience is like on each page of an online store, for example.
Furthermore, when a company has data on who visits its e-commerce site, it can maintain communication with the user long after they have accessed the website. It's possible to place ads for the products they viewed on social media, contact them via email, SMS, etc.
Gathering information
The collection of so much personal information must now comply with the LGPD (Brazilian General Data Protection Law), since it came into effect in September. An example of this is that it is now mandatory to obtain user consent for... use of cookies, which record your online browsing data.
This is one of the most important changes for online stores, because when opening the website, the user will have to consent or not to the use of cookies. Thus, each person can choose whether they accept that their browsing data will be stored, as well as select what types of information they wish to share.
Visitors should be able to clearly see what types of cookies the website uses and the purpose of each, so they can independently decide which ones to accept. The page should also contain a link to the... privacy policies from the website, which will have more information about the collection of personal data.
Purpose of data collection
In addition to the purpose for which cookies are used being clearly stated on the website, this information must also be included in forms that request personal information. At the end of the form, the user must be able to consent or not to the use of the data they provided for commercial purposes, such as sending advertisements.
If the requested emails and phone numbers are used for marketing actionsCustomers should be aware of and agree to this.
Therefore, it is extremely important to improve the relationship with the audience and increase the quality of brand ads and content. When a customer has a good experience receiving emails and messages from an online store, there is a greater chance that they will consent to the use of their contact information.
User security
Another important issue is that large e-commerce websites can suffer hacker attacks seeking personal information. These threats can compromise the personal data of visitors.
The most common security and privacy threats include phishing (fake emails and websites), theft or misuse of personal or credit card data, malware, and hackers. The LGPD (Brazilian General Data Protection Law) requires enhanced security to prevent customer information leaks in these situations.
Password and identity theft is also something that e-commerce businesses should consider. Websites should require strong passwords or advanced authentication methods, and educate customers about best practices when creating passwords (avoiding the use of predefined passwords). simple combinationsOtherwise, attackers can find patterns and easily discover consumers' passwords, allowing their personal data to be stolen.
Stores must comply with requests from data subjects.
Last but not least, with the LGPD (Brazilian General Data Protection Law) in effect, customers can request access to the personal data that online stores hold about them. They can request the review, modification, and deletion of this information whenever they wish. Therefore, it is important that the store has a... dedicated and specialized customer service channel for your customers.
The presence of a DPO, or Data ControllerTherefore, in the team of large online stores, it is essential. This professional will handle requests from data subjects, in addition to reporting to the National Data Protection Authority (ANPD), the body responsible for overseeing the new law.
The LGPD (Brazilian General Data Protection Law) helps online stores that collect data online, encouraging them to be more transparent, more focused on customer needs, and more creative.
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