Do you ever wonder what kind of information your favourite online shops collect about you? It’s probably a lot more than you think!
Cyber security experts at VPNOverview have analysed the privacy policies of some of the biggest online retailers in the UK to establish which sites compromise your privacy the most.
Despite the ease of Christmas shopping from the comfort of your home, online shopping comes with its own hazards, and your online privacy is always at risk. It turns out that when you press the checkout button, it’s not just money that is taken from you; online shops save everything from your phone number and location to your date of birth and bank details.
Detailed below are the top five companies that collect the most data from their customers*:
Link to the infographic:
1. Amazon: King of data collection
Overall, Amazon was found to be the site with the most points of data collected. The online retailer giant took a staggeringly high £23.19 billion of revenue in 2021 in the UK alone. But that’s not the only valuable thing they took from their customers: Amazon’s website collects 60 different pieces of personal information. This ranges from the basics of name, address, and phone number to Alexa voice recordings, your friend’s emails, and even your credit history information from credit bureaus.
2. AO: Trade your personal information for tech
For those who are looking to give home and tech gifts this year, AO’s sales might be on your radar already — but AO has its eyes on you, too. The site is responsible for collecting 38 elements of your private information, earning it a second place on the list.
The data collected ranges from expected info like your name and address to your preferences, the size of your family, and how affluent you are. You’re not alone if you’re wondering why AO needs all of this information. Does the company really need to know your gender and marital status to send you your Christmas orders? We sincerely doubt it.
3. John Lewis: From social media handles to your ID
If you’re planning on gifting homeware, fashion, and electricals for Christmas this year, you may be heading to John Lewis’ website. We found that this luxury retailer took the third-largest amount of data from its visitors, collecting 31 elements, including your social media handle, clothing size, and identification documents.
In some cases, it makes sense for the company to be aware of this kind of information. Their privacy policy mentions that your social media username will be known to them if you interact with the company through those platforms. However, they actively store and use this information to tailor your shopping experience — in other words, to hopefully get you to spend more money.
4. Currys: Share your financial position with Currys
The homeware appliance and technology online shop collected 29 pieces of information from their customers, the most notable being subscription services and your financial position. They even collect the date and time of texts and calls you receive on their network and your location at the time they take place.
Although Currys comes in at number 4 on our list, some of the details they might be gathering about you are particularly alarming. Not even Amazon asks you for data about your current job or financial status. This information might seem trivial but imagine how uncomfortable you’d feel if the person behind the counter asked you how much you earn before handing you your change.
5. ASOS: Data collection — but make it fashion
For those of you heading to ASOS to buy your Christmas presents this winter, be wary. This clothing retailer is another top contender for collecting the most data on its customers. It ends up closing our top five with 20 kinds of personal data.
The research found that the clothing site collects basic information and records your body shape and size, screen name, saved items, and past purchases.
Tips to Keep Your Data Secure While Online Shopping
If you don’t want these big corporations to gather so much information about you, you can take some easy steps to minimise the amount of data that websites collect on you. Here are the three most effective steps:
- Disable and delete third-party cookies: Next time you go online shopping, don’t click “allow all cookies” without a second thought. If you do, you give these websites permission to track you. Third-party cookies are used to track your activity between sites, so they can create a scarily accurate profile on who you are and what you like. If you can, disable these third-party cookies (along with other unnecessary trackers) and delete the existing ones from your browser.
- Think twice before you share personal details: Many platforms allow you to create your own profile with a profile picture, date of birth, checkout details, and a variety of other facts about your life. Before you fill this in, always consider whether the website actually needs that information for the service they offer. If you have the option, don’t fill out these details and leave them blank instead.
- Use a VPN: Some people might advise using your browser’s incognito mode to stay anonymous online, but this doesn’t work. “Private mode” isn’t enough if you don’t want your data to be saved anywhere. Instead, consider getting a VPN (Virtual Private Network). A VPN encrypts your information and hides your IP address, meaning that websites won’t be able to read your location and other bits of personal information as easily.
In short, if you want to stay safe while online shopping, you need to watch your cookies, think critically, and use the right technology. This will give you excellent protection against big corporations and their data collection schemes.
A representative from VPNOverview commented on the study: “Online shoppers must be careful when navigating these sites and making purchases for Christmas this year.
“Although some of the information being collected is essential to the site’s functionality, having your financial status or the number of family members you have to be shared with faceless corporations can be rather alarming.
“In most cases, customers have no idea where that information could end up or how it could be used.
“If you’re looking for a VPN to try, we recommend Surfshark. This VPN provider is relatively cheap and works well on desktops, smartphones, and countless other devices. Moreover, Surfshark might even enable you to get better Christmas deals and escape price discrimination. If you’re interested, you can always check out the Surfshark website.”
VPNOverview are a dedicated team of cybersecurity and privacy professionals offering guidance on these topics in the most accessible way possible.
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