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Implications of First-Party Data for E-commerce Businesses

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Google has recently announced that it plans to phase out the use of third-party cookies in Chrome by 2024 with the goal of increasing user privacy and promoting more privacy-friendly alternatives to tracking. It will undoubtedly require all organizations across various industries around the world to quickly adapt to changes, develop new marketing strategies and tactics to maintain advanced customer intelligence and engagement.

E-Commerce and First-Party Data

First-party data (also known as 1P data) refers to data that is collected directly by a business from its own customers or website visitors. In the context of e-commerce, first-party data might include information such as customer names, email addresses, purchase histories, and browsing behavior on the company's website.

First-party data is invaluable for e-commerce businesses because it allows them to better understand their customers and target their marketing and sales efforts more effectively.

Impact of Cookieless Marketing on E-commerce Businesses

The marketing landscape for e-commerce businesses is constantly evolving, and the use of first-party data is an important part of this evolution as e-commerce businesses seek new ways to use data to improve their marketing efforts and provide a better shopping experience for their customers.

Here are a few ways how the use of first-party data can affect the e-commerce businesses:

Segment360™ developed an application to help e-commerce companies segment their first-party data customer information. Customer segmentation is the process of dividing a customer base into smaller groups with similar characteristics. In the context of e-commerce, customer segmentation can be used to create targeted marketing campaigns and to tailor product recommendations to specific groups of customers.

First-party data: game-changer for e-commerce businesses. It powers personalized customer experiences and fuels customer loyalty and retention.

Cookieless World: 10 Ways to Collect First-Party Data

In a cookieless world, it can be more challenging for e-commerce businesses to collect first-party data. However, there are still several ways to collect valuable first-party data without the use of cookies.

  • Use web analytics tools: Web analytics tools, such as Google Analytics, can help you track and analyze user behavior on your website without the use of cookies. You can use these tools to collect data on page views, user demographics, and other valuable metrics.

  • Implement login systems: By requiring users to log in to your website or platform, you can collect data on their preferences and behaviors. This can be especially useful if you offer personalized recommendations or services.

  • Use opt-in forms: You can use opt-in forms on your website or platform to collect information from users who are interested in receiving emails or other communications from your company. These forms can be used to gather data on user preferences and interests.

  • Leverage social media data: If you have a strong presence on social media, you can use data from your social media accounts to gain insights into your audience. This can include data on demographics, interests, and engagement.

  • Use customer surveys: Surveys can be an effective way to collect data from your customers. You can use online surveys, in-person surveys, or phone surveys to gather information on customer preferences, experiences, and demographics.

  • Utilize customer feedback: Customer feedback can be a valuable source of data. You can use online reviews, social media comments, and customer service interactions to gather insights into your customer base.

  • Use loyalty programs: Loyalty programs can be a great way to collect data from your customers. By offering rewards or incentives for customers who make repeat purchases or engage with your brand, you can gather data on customer preferences and behaviors.

  • Use lead capture forms: Lead capture forms can be used to collect information from users who are interested in receiving more information about your products or services. These forms can be used to gather data on user preferences and interests.

  • Analyze user behavior on your website: By analyzing user behavior on your website, you can gain insights into what content is most popular, what pages users spend the most time on, and other valuable data.

  • Use A/B testing: A/B testing can be used to compare different versions of a website or product to see which one performs better. This can help you to gather data on what works best for your audience and optimize your offerings accordingly.

All in all, the key is to be transparent with your customers about the data you are collecting and to provide them with clear options for opting in or out of data collection. This will help your company to build trust and maintain the integrity of your data collection efforts.

Overcoming First-Party Data Challenges

There are several challenges that companies may face when using first-party data, including:

  1. Data quality: Ensuring the quality of your first-party data can be challenging, as it may be incomplete or inaccurate. To overcome this challenge, you may need to implement processes for verifying and cleaning your data regularly.

  2. Data privacy: Ensuring that you are collecting and using first-party data in a way that respects the privacy of your customers is critical. To overcome this challenge, you should have clear and transparent policies in place for data collection and use, and ensure that you are complying with all relevant laws and regulations.

  3. Data security: Protecting your first-party data from unauthorized access or misuse is important. To overcome this challenge, you should implement robust security measures, such as encryption and access controls, to protect your data.

  4. Data integration: Integrating first-party data with other data sources can be challenging, as different data sets may be in different formats or structured differently. To overcome this challenge, you may need to use data integration tools or engage the services of a data integration specialist.

  5. Data management: Managing large amounts of first-party data can be time-consuming and resource-intensive. To overcome this challenge, you may need to invest in data management tools or hire additional staff to help manage your data.

Most importantly, the key is to have a clear plan in place for collecting, storing, and using your first-party data, and to be proactive in addressing any challenges that may arise.

If you have any questions on utilizing first-party data, our consulting squad is here to help. Just drop us a line anytime at

Disclaimer: This blog post is for general informational purposes only. It is not intended to be, and should not be relied upon as, legal, or as a recommendation of any particular legal understanding. Please consult a qualified professional for specific advice related to your individual circumstances.


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Segment. Integrate. Activate.

Segment360 is a powerful data activation platform designed to help businesses unlock the full potential of their first-party data. With an extensive range of features, Segment360 streamlines customer segmentation and data activation, enhancing the precision and effectiveness of marketing campaigns.



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