The RGPD, aka the General Data Protection Regulation, has been democratized: all users are aware of the importance of personal data and their management on websites.
This management is under the responsibility of website owners. In October 2020, the CNIL published new rules for the use of cookies on the Internet, in accordance with the RGPD and ePrivacy regulations, in order to protect the data of Internet users.
This change shakes up the codes in terms of e-commerce conversion tracking in particular. We explain you how this new regulation works in e-commerce and the changes made on your online store.
What is a cookie?
Internet cookie : definition
The cookie is the small name of the text file deposited by the server of a website on the terminal used by the user who visits the site (mobile, tablet, computer).
The cookie will be kept for a maximum of 13 months and will allow the user to be recognized each time he visits the same site.
The cookie does not take into account the name, the email or postal address, nor the bank details, unless the user has already filled in a form on the website before.
In e-commerce, this data allows to know where the visitors come from but also to follow the conversion, which explains why the cookie is a help to improve its marketing strategy.
These elements make it possible to personalize the visit of the recurring user, by proposing to him suggestions compared to his former research for example.
What is a Third Party Cookie?
A third-party cookie is a cookie that is not generated by the website operator but by a third party using advertisements.
They collect important marketing data such as age, gender and origin, but also information about the user’s behavior.
Most of the time, the third-party cookie will collect data that is already largely collected by the internal cookie.
Cookies e-commerce sites: what changes on online stores
With the new regulations of the CNIL in 2021, all online stores are required to display a consent banner for the use of cookies.
This regulation provides for the obligation to give clear information about the use of cookies made by the e-merchant. In addition, the user must be given the possibility to accept or refuse, all easily.
Third party cookies are refused by default, and it is this point that changes for e-commerce. Indeed, because of this change, Google announces a loss of 0 to 30% on the conversion statistics and on all acquisition levers.
So don’t worry about your analytics! The whole e-commerce sector is in the same case as you.
Managing cookies on your online store
The appearance of a new pop-up
A classic information banner was displayed at the bottom of the screen. This banner is now replaced by a pop-up when your page is opened on the user’s screen: e-commerce homepage, categories, product sheet…
This pop-up, customizable to your liking, gives the visitor two choices: “Accept” or “Continue without accepting”.
The changes for you and your visitor
The new pop-up only allows the visitor to accept or decline all cookies. The next step will consist of a precise choice of the cookies to keep or not for the Internet user and this will be the subject of a future update of our settings.
Note that some scripts do not collect personal data. This is particularly the case for certain scripts that allow animations on your site.
These cookies are important for you, for your browsing experience, and are not subject to authorization. In this case, these free scripts will be “forced” even if the user refuses the cookies.
To do so, online store e-merchants can check or uncheck the box “This script does not require RGPD validation”.
By default, all scripts are forced to avoid a maximum of blockages and technical problems. Therefore, we invite you to check your scripts to make sure that they are compliant with the RGPD.
When the new layout is set up, the old texts will disappear: copy and paste your old message to add it to your new layout.
An RGPD pop-up in your image
You will have access to an innovative design as well as advanced parameters for the management of your e-commerce scripts. Thus, your store will be compliant and the visitor will be reassured in his navigation.
To set up your pop-up on online store: Settings (wheel) > “Shop settings” section > “Advanced options” tab
This module is mandatory, so take the time to configure it with all your attention. Your e-commerce is now up to date, in all simplicity!
