Exploring the Impact of GDPR on Big Data Analytics Operations in the E-Commerce Industry

Abstract

This research explores the impact of data privacy and protection laws on e-commerce companies in the Netherlands. Specifically, this study focuses on the General Data Protection Regulation (GDPR). The purpose of this regulation is to refine privacy laws and emphasize the importance of consumer protection and consent. GDPR might challenge enterprises, especially data-driven organizations. Notably, the e-commerce industry is known for relying heavily on big data analytics, business intelligence, and other data-related technologies. Multiple semi-structured interviews with e-commerce professionals and consumers were conducted to gain a deeper understanding of the impact of GDPR based on the strategies employed by e-commerce companies and the online user experience of customers in the Netherlands. The main findings show that while GDPR compliance incurred additional costs for companies, it also improved data security and increased customer trust. Furthermore, the results also suggest that GDPR affects the e-commerce analytics operations in organizations after its adoption. Thus, many organizations have altered their practices to achieve compliance with the laws. The findings of this research contribute to the ongoing exploration of the effects of GDPR on online retail businesses that utilize (big) data analytics.