Survey: Data transparency remains top concern for online shoppers
An overwhelming majority of consumers shopped online during the holiday season, but concerns still remain about how retail brands are using their data.
Most consumers (95%) bought items online this past holiday season, and nearly half (47%) of consumers believe that brands collect extensive data on them, including their preferences, location and online behavior, according to a new survey from retention marketing firm Clutch.
Virtually all (98%) consumers say data collection transparency is important to brand trust, with an almost equal percentage (97%) agreeing that brands need to meet strict privacy and data protection standards.
A third of respondents do not trust brands to use their data responsibly, and nearly half of consumers (46%) are uncomfortable with sharing their data. However, 43% of consumers say they are willing to share more data if there is a financial incentive, such as discounts, rewards or exclusive offers.
“Consumers aren’t opposed to sharing data, but they want honesty and accountability,” said Anna Peck, Clutch analyst who manages marketing content. “When transparency falls short, trust erodes quickly.”
When it comes to how data is used, more than a third (36%) of surveyed consumers do not find personalization tactics helpful, but if they do, cart reminders (24%), personalized product recommendations (24%), recently-viewed item reminders (23%) and tailored emails or content (22%) are the most effective. While AI use has become more mainstream, 41% of consumers told Clutch they are uncomfortable with brands using it for personalization.
According to the survey, 58% of consumers feel that recent privacy laws have improved how brands handle their data, suggesting that regulation is influencing consumer behavior. If they request it, more than half (56%) of consumers say they are confident that brands will follow through with deleting their data.
[READ MORE: Fewer than one-in-five consumers trust AI to complete a purchase]
“Consumers are making deliberate tradeoffs,” Peck said. “They’ll share data when the value is clear, but many are choosing privacy over convenience.”
Clutch surveyed 402 consumers in the U.S. during December 2025 about their feelings about brands and data privacy. The full report can be found here.
