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It's been 14 months. The GDPR is making Internet surfing a bit more irritating with the extra security pop-up. Moreover, the regulation is causing e-commerce websites to lose money with less site visits, page views and sales. 

GDPR locks
© Olivier Le Moal / Shutterstock.com

Effects Of The GDPR

Since the regulation has been enforced, page views went down by 9.7%, with website visits decreasing by 9.9%, according to a study called Regulating Privacy Online: The Early Impact of GDPR on European Web Traffic and E-commerce. This and more was reported by ecommercenews.eu.

In Europe, the effects are slightly less damaging, with recorded site visits down 5.6% and a revenue decrease of 8.3%. Using data from Adobe Analytics to figure out the impact of GDPR on important economic outcomes, researchers were able to glean information from a diverse set of firms. According to them, it is one of the first studies of its kind to study GDPR, and its price for many companies – who are paying millions of Euros to comply with the monolithic regulation.

E-mail And Online Display Advertising 

The GDPR also affects e-mail and online display advertising. A decline in traffic and revenue for e-commerce websites in Europe can also be attributed to the increased risk that comes with e-mail and online display advertising in relation to the GDPR. An excerpt from the study says it best: “The higher costs of using personal information can affect personalized marketing channels that drive online traffic. Both e-mail and online display advertising rely on personal data in the form of cookies or the e-mail lists. As such, the quality and quantity of advertising through these channels may fall.” 

The researchers also pointed out that previous EU legislation reduced ad effectiveness by 65%. They also noted that overall website traffic could change, because users are more aware of how their information is used. “GDPR enforcement brought ubiquitous privacy notices on websites that serve EU users. By increasing the salience of privacy concerns, these notices may have changed user preferences for how much time users spend online and which sites they frequent."

Maybe after a bit more time passes with the GDPR in effect, e-commerce will stabilize and, instead of being something bad, it will just be something different.