Lesson 10.5: E-commerce, retail and marketing
Customer data, loyalty programmes and ads. This DPDPA 2023 course page explains e commerce retail and marketing in plain language.
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What you will learn about e commerce retail and marketing
- Apply consent to marketing
- Check Third Schedule thresholds
- Handle reviews, returns and delivery data
Key points (e commerce retail and marketing)
Delivery needs only the data necessary to deliver. Marketing needs separate consent. Large platforms meeting the Third Schedule thresholds must erase inactive-user data after three years with 48 hours’ notice. Loyalty profiling must not target children.
Customer journey
Select a numbered box to read more.
Do and do not (e commerce retail and marketing)
| Do | Do not |
|---|---|
| Separate consent boxes | Bundle marketing with order |
| Honour unsubscribe fast | Keep emailing |
| Set retention | Keep forever |
Worked example
A store adds an unticked marketing box to checkout and removes the data of customers inactive for three years.
Activity (5 minutes) (e commerce retail and marketing)
Review your checkout page against this list.
Check your understanding of e commerce retail and marketing
Q1. Marketing needs:
Q2. Large platforms erase inactive data after:
Q3. Cookies for ads need:
Educational material for learning purposes, not legal advice. Check the official text of the DPDP Act, 2023, the DPDP Rules, 2025 and MeitY notifications for the latest position.