2023 Results

How does your brand rank?

Gem logo

The consumer research was fielded in August 2023 by 3gem on behalf of the Ethical Commerce Alliance & Empathy.co and surveyed 2,008 UK consumers who shop online.

Metrics Open
Metrics Open

What do consumers think?

As part of the RTI, we surveyed over 2,000 online shoppers in the UK to gauge consumer sentiment and the impact of intrusive data practices on consumer trust.

100% of our respondents say they buy goods and services online highlighting how popular online shopping is and therefore, how important it is to get it right.


of consumers believe online tracking practices are intrusive

This is a 5% increase from last year's RTI research

Three ways consumers are avoiding online tracking from retail brands:

  1. 23%

    Shop from another retail brand


  2. 24%

    Shop in store

  3. PET

    Use privacy enhancing technology

    i.e., internet tracking blockers


of consumers are aware online retail brands track and use your online browsing history

20% increase from last year's RTI research


of consumers state online retail brands don't effectively communicate their tracking practices and use of cookies


of consumers would avoid shopping with a retail brand that has suffered a data breach


clear data privacy policies were the most important factor in building online trust with almost half of consumers

Three most important factors consumers consider before trusting online retail brands:

  1. 44%

    Clear data privacy policies

  2. 43%


  3. 38%



of consumers would change their online shopping habits to avoid online tracking from retail brands