How did they know I was shopping?

It happened again the other day. I was shopping online, casually browsing for some home essentials. I found a couple of items I liked, popped them into my basket, and then got distracted by life. You know how it goes — my tea went cold, the washing machine beeped, and before I knew it, I’d forgotten all about my shopping.

A few hours later, as I was scrolling through my emails, there it was: “Still thinking about those items?” The shop had sent me a little reminder about the things I’d left behind in my basket, complete with pictures of the exact products I’d considered buying. I’ll admit, it was a little unsettling. How on earth did they know I’d abandoned my order?

It’s all thanks to clickstream tracking, a method websites use to monitor every click, scroll, and pause you make online. It’s like leaving a breadcrumb trail that shows businesses exactly where you’ve been and what you’ve done. This data helps them understand your behaviour and nudge you back towards a purchase — just like they did with me.

Websites use tools like cookies, which are small files stored on your device, to keep track of your activity. They can also use tracking pixels — tiny, invisible images that notify the website when you open an email or visit a page. Together, these tools create a detailed map of your online journey.

In my case, the shop’s system noticed I’d put items in my basket but didn’t complete the checkout process. Using the email I’d logged in with, they sent me a friendly nudge to come back and finish what I’d started.

But it doesn’t stop there. Businesses use this kind of data for more than just reminders. They personalise your experience, tailoring product recommendations, discounts, and even homepage displays based on your preferences. They also work with advertising networks, which is why you might see ads for something you looked at on one site suddenly following you across the internet.

For businesses, this kind of monitoring is gold. It helps them increase sales and build loyalty. But for you, it raises important questions about privacy. What happens to the data they collect? How is it stored? Who has access to it?

The truth is, your clickstream data is often shared with third parties, including advertising networks and data brokers. While this is legal in many cases, it’s not always clear how far this sharing goes or how secure your information is. And though laws like GDPR in the UK and EU aim to protect your privacy by giving you more control over your data, the responsibility to safeguard your information largely falls on you.

So, what can you do? First, start by managing your cookies. Many websites now allow you to customise which cookies are stored on your device — though it’s worth noting that some sites make opting out tricky. Second, consider using tools like ad blockers or browser extensions that limit tracking. You can also clear your browser history regularly and use private browsing modes to reduce your online footprint.

Another simple step is to check a website’s privacy policy before signing up or making a purchase. While it might seem tedious, this document outlines how your data is collected, used, and shared. And if you’re feeling overwhelmed by personalised ads, many platforms let you adjust your ad preferences or opt out entirely.

For me, this experience was a wake-up call. It’s one thing to enjoy the convenience of tailored shopping, but it’s another to hand over my privacy without thinking twice. As consumers, we should all be more aware of the data trails we leave behind — and take steps to protect ourselves.

The next time you get an email about something you left in your basket, remember it’s not a coincidence. It’s a reminder of just how much the internet knows about you. Whether you find that helpful or a little creepy, one thing’s for sure — it’s time to take control of your data.

• business a.m. commits to publishing a diversity of views, opinions and comments. It, therefore, welcomes your reaction to this and any of our articles via email: comment@businessamlive.com