Consumers Data: When the Private Goes Public : An exploratory study on consumers’ concerns in the public and private spheres of e-commerce.

Abstract: In the digital era, e-commerce has gained significant traction, displacing traditional brick-and-mortar stores. However, this transition has raised concerns among consumers regarding e-privacy and e-security. Disclosing personal information on public e-commerce platforms exposes individuals to potential risks, such as data breaches. It is crucial to address and understand these concerns to foster consumer trust and ensure the sustained growth and success of e-commerce. Therefore, this research employs a qualitative deductive approach which is valuable in achieving the purpose of this paper, in exploring consumers' concerns in e-commerce when the private goes public. Thus, semi-structured interviews were conducted with eight (8) participants to ensure the gathering of in-depth information.  The key findings of this study emphasise that despite their concerns, consumers continue to engage in e-commerce due to its convenience. Trust in reputable e-commerce platforms is critical in alleviating privacy concerns. Individual knowledge and past experiences shape consumers' concerns, highlighting the significance of utilising trusted platforms and third-party payment methods. However, there remains a lingering caution stemming from potential hidden costs and fears of data misuse. The study underlines the importance for businesses to prioritise privacy and security measures, enhance transparency, and build trust. Additionally, it recommends implementing more explicit privacy policies and increasing consumer education on these matters.