By Erick Every click, every scroll, every abandoned cart – they’re watching
You just bought a kurta online. Five minutes later, Facebook shows you ads for matching juttis. Instagram suddenly knows you’re into ethnic wear. WhatsApp Business messages flood your inbox with “exclusive offers.” Coincidence? Hardly.
Welcome to the wonderful world of digital surveillance, Indian shopping style! Where your every online move is tracked, catalogued, and sold faster than chai at a railway station. Let’s dive into this privacy nightmare that’s become as common as auto-rickshaw drivers refusing to go by the meter (in Chennai latest :)).
The Data Goldmine: What Shopping Apps Actually Know About You
Remember when you casually signed up for that shopping app with your Google account? That innocent “Continue with Google” button just handed over your entire digital life on a silver platter.
Here’s what these platforms are actually collecting from you (you’ll get this prompt as you sign in for the first time at least):
Personal Information
- Your name, email, phone number (obviously)
- Location data – where you live, work, and probably where you buy your morning coffee
- Payment details and transaction history
- Device information – your phone model, operating system, screen size
- Contact list access (yes, they know your friends too)
- Photo and camera permissions
- Microphone access (gulp!)
Behavioral Goldmine
- Every product you view – even if you don’t buy it
- Time spent browsing – they know you spent 47 minutes deciding between two identical phone cases
- Search patterns – your midnight searches for “bluetooth headphones under ₹1000” are noted
- Cart abandonment data – they know exactly why you didn’t complete that purchase
- App usage patterns – when you shop, how often, which features you use
The scariest part? Most of us don’t even realize the extent of this data collection. We’re so focused on getting that 10% cashback that we mindlessly tap “Allow” on every permission request.
Admittedly, this is a bit of a conundrum because if you don’t “continue with google”, you’ll have to create a password and I’m very keen on all of us needing strong passwords that we should never write down anywhere. Still, if you use a password manager or your phone’s native password key, this problem should be solved.
The Data Marketplace: How Your Information Gets Sold
Think your data stays with the shopping platform? Sweet summer child (this is me trying to be mild-Karen of Karen & Ken meme association), let me introduce you to the thriving data marketplace where your information changes hands more frequently than currency notes during wedding season.
Third-Party Data Sharing
Shopping platforms don’t just keep your data for themselves – they monetize it by sharing with:
- Advertising networks – Google Ads, Facebook Ads, and dozens of other platforms
- Data brokers – companies whose entire business is buying and selling consumer information
- Analytics companies – firms that create detailed consumer profiles
- Partner brands – other retailers who want to target you
- Credit scoring agencies – yes, your shopping habits affect your credit profile
The Revenue Model
Here’s something I have said before: You’re not the customer, you’re the product. I even made a short video about it and have written many posts about it, like this one.
These “free” apps make money by:
- Direct data sales – selling your information to advertisers
- Targeted advertising revenue – charging premium rates for precise targeting
- Consumer insights – selling aggregated behavioral data to brands
- Cross-platform tracking – building comprehensive profiles across multiple services
Behind the Curtain: How Digital Tracking Actually Works
Let’s get technical for a moment (don’t worry, I’ll keep it simple). Understanding how you’re being tracked is the first step to protecting yourself.
Cookies: The Original Stalkers
Think of cookies as tiny spies that live in your browser. Every time you visit a shopping site:
- Session cookies track your current browsing session
- Persistent cookies remember you across visits (sometimes for years)
- Third-party cookies allow other companies to track you across different websites
Tracking Pixels: The Invisible Watchers
These are 1×1 pixel images embedded in web pages and emails that:
- Track email opens and clicks
- Monitor page views and user behavior
- Sync data across platforms
- Build detailed activity timelines
Device Fingerprinting: The Ultimate Identifier
Even if you delete cookies, your device has a unique “fingerprint” based on:
- Screen resolution and color depth
- Browser version and plugins
- Operating system details
- Time zone and language settings
- Hardware specifications
This combination is so unique that you can be identified with 99.5% accuracy even without cookies or login information.
Cross-Device Tracking
The really creepy part? Platforms can connect your phone, laptop, and tablet usage to build a complete picture of your digital life. Search for shoes on your laptop, get ads on your phone. It’s like having a digital shadow that follows you everywhere.
India’s Privacy Landscape: The DPDP Act Reality Check
India’s Digital Personal Data Protection (DPDP) Act 2023 was supposed to be our knight in shining armor against data misuse. The reality? It’s more like a security guard who’s perpetually on chai break.
What the DPDP Act Promises
- Consent requirements – companies must ask before collecting data
- Data portability – you can request your data and move it elsewhere
- Right to erasure – you can ask companies to delete your data
- Breach notifications – companies must inform you of data leaks
- Heavy penalties – fines up to ₹250 crores for violations
The Implementation Gap
Here’s where it gets interesting (and frustrating):
- Vague guidelines – many provisions lack clear implementation details
- Enforcement challenges – limited resources for monitoring and enforcement
- Corporate lobbying – many compliance requirements have been watered down
- Consumer awareness – most Indians don’t know their rights under the act
Reality check: While the DPDP Act exists on paper, practical consumer protection remains limited. It’s like having speed limits on Indian highways – theoretically they exist, practically… well, you know.
Privacy Audit: How Exposed Are You Right Now?
Time for some uncomfortable self-reflection. Let’s check how much you’ve already compromised your privacy:
Quick Privacy Health Check
- How many shopping apps are on your phone? (Average Indian user: 8-12)
- When did you last read a privacy policy? (Be honest – never counts)
- How many “Continue with Google/Facebook” logins have you used?
- Do you use the same email for shopping and personal accounts?
- Have you ever reviewed app permissions after installation?
The Scary Statistics
- Average Indian smartphone has 67 apps installed
- 78% have location tracking enabled for shopping apps
- 91% never read privacy policies
- 85% use the same password across multiple platforms
If you scored poorly on this audit, don’t panic. You’re in the majority. The good news? It’s never too late to start protecting yourself.
Your Privacy Protection Toolkit: Fighting Back
Enough doom and gloom. Here’s your practical defense strategy against the digital surveillance state. Note that none of the tools mentioned below are sponsored – I just do my research and list them here out of the need to fulfill my mission to make you stay informed about tech in India. And for, you know, sh*ts and giggles.
Level 1: Basic Protection (Everyone Can Do This)
Browser Settings:
- Block third-party cookies in Chrome/Firefox settings
- Enable “Do Not Track” requests
- Clear browsing data regularly (weekly recommended)
- Use incognito/private browsing for sensitive searches
App Management:
- Review app permissions monthly – revoke unnecessary access
- Uninstall unused shopping apps – if you haven’t used it in 3 months, delete it
- Turn off location services for non-essential apps
- Disable microphone/camera access unless absolutely necessary
Level 2: Intermediate Protection (Slight Learning Curve)
Privacy-Focused Browsers:
- Firefox with privacy settings maxed out
- Brave Browser – blocks ads and trackers by default
- DuckDuckGo Browser – no tracking, no data storage
Ad Blockers:
- uBlock Origin (free, highly effective)
- AdGuard (comprehensive protection)
- Ghostery (shows you what’s being blocked)
Email Protection:
- Use separate emails for shopping vs. personal use
- Create disposable email addresses for one-time purchases
- ProtonMail or Tutanota for privacy-focused email
Level 3: Advanced Protection (For the Privacy Paranoid)
VPN Services:
- ExpressVPN or NordVPN for reliable protection
- ProtonVPN for maximum privacy focus
- Always use VPN on public WiFi
Advanced Browser Setup:
- Tor Browser for maximum anonymity
- Firefox with custom configs for enhanced privacy
- Browser extensions: Privacy Badger, ClearURLs, Decentraleyes
Payment Protection: (tough but this is for the uber-paranoid)
- Virtual credit cards for online purchases
- PayPal or UPI instead of direct card details
- Separate bank account for online shopping
The Nuclear Option: Going Off-Grid
For the truly privacy-conscious (or uber-uber-paranoid):
- Dedicated device for shopping only
- Cash-only purchases where possible
- Regular digital detox periods
- Alternative platforms that prioritize privacy
The Uncomfortable Truth About Convenience vs. Privacy
Here’s the thing nobody wants to admit: perfect privacy requires sacrificing convenience. That personalized shopping experience you love? It comes at the cost of your data. Those relevant product recommendations? They’re based on extensive profiling.
The Indian shopping paradox: We want the best deals, fastest delivery, and personalized experience, but we also want complete privacy. Unfortunately, you can’t have your kulfi and eat it too.
Finding Your Privacy Sweet Spot
The goal isn’t to become a digital hermit. It’s about conscious choices:
- High-value purchases: Use maximum protection
- Regular shopping: Moderate privacy measures
- Experimental browsing: Go full incognito
Remember: Every privacy measure you implement makes you a harder target. You don’t need to be completely invisible; you just need to be more difficult to track than the average user.
The Future of Privacy in Indian E-commerce
The landscape is evolving, and there are some reasons for cautious optimism:
Positive Trends
- Increased consumer awareness about data privacy
- Growing demand for privacy-focused services
- International pressure from GDPR and other regulations
- Tech giants implementing (limited) privacy features
Challenges Ahead
- AI and machine learning making tracking more sophisticated
- IoT devices creating new tracking opportunities
- 5G networks enabling more granular location tracking
- Weak enforcement of existing privacy laws
Your Next Steps: Taking Control Today
Privacy protection isn’t a one-time setup – it’s an ongoing process. Here’s your action plan:
This Week:
- Audit your apps – delete what you don’t need
- Review permissions – revoke unnecessary access
- Install a good ad blocker
- Change your browser settings
This Month:
- Set up a VPN for public WiFi use
- Create separate email accounts for different purposes
- Review and update passwords
- Read privacy policies for your most-used apps (yes, actually read them)
Ongoing:
- Monthly privacy checkups
- Stay informed about new privacy threats
- Support privacy-focused alternatives when possible
- Educate friends and family about digital privacy
Final Reality Check
Your data is already out there. Multiple companies have detailed profiles about your shopping habits, preferences, and behaviors. The horse has bolted from the stable.
But that doesn’t mean you should give up. Every step you take towards better privacy protection makes you a smaller target and gives you more control over your digital footprint.
The choice is yours: Continue being a willing participant in the surveillance economy, or start taking back control of your digital life.
Because at the end of the day, in the battle between convenience and privacy, the winner should be your conscious choice – not their algorithms.
Now go forth, shop responsibly, and remember: just because everyone’s doing it doesn’t mean you have to make it easy for them.
What’s your biggest privacy concern when shopping online? Have you noticed any creepy targeted ads recently? Share your privacy horror stories in the comments below – misery loves company, and we’re all in this digital surveillance boat together!