Privacy policy

Last updated: October 28, 2026

SecondFirst operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). SecondFirst is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

Contact details including your name, address, billing address, shipping address, phone number, and email address.
Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
Account information including your username, password, security questions, preferences and settings.
Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information from the following sources:

Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases. This may include using your personal information to better tailor and improve the Services.
Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously have purchased or added to your cart and other activity on the Services.

Meta Advertising and Measurement

We use the Facebook & Instagram by Meta integration provided through Shopify and Meta Business Tools, including the Meta Pixel, Conversions API and Advanced Matching. Our Shopify integration uses the Maximum customer data-sharing setting.

Subject to your consent where required, these tools may collect or receive:

• activity and event data, including pages and products viewed, search activity, items added to or removed from a cart, checkout activity and purchases;
• transaction information, including product identifiers, order identifiers, order value and currency;
• technical information, including IP address, browser and device information, user agent, referring URL, cookies and advertising or click identifiers; and
• customer identifiers, where available, including name, email address, phone number and location or address information.

Contact identifiers may be transformed, such as by hashing, for matching purposes. Payment card details are not sent to Meta through these advertising tools.

We use this information to measure advertising performance, attribute conversions, build and measure audiences, limit irrelevant advertising, and deliver or optimize advertisements on Facebook, Instagram and other Meta services. Meta may match this information with information it already holds and process it in accordance with the Meta Privacy Policy and Meta Business Tools Terms.

For visitors in the European Economic Area, the United Kingdom and other regions where consent is required, we rely on consent for non-essential advertising and measurement technologies. These technologies should not operate for marketing purposes until consent has been given. You can refuse or withdraw consent at any time through the “Cookie preferences” link in the website footer. Withdrawing consent does not affect processing that took place lawfully before withdrawal.

More information:
Meta Privacy Policy: https://www.facebook.com/privacy/policy/
Meta Business Tools Terms: https://www.facebook.com/legal/terms/businesstools/

Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and to secure our services. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password or other access details with anyone else.
Communicating with You. We use your personal information to provide you with customer support, to be responsive to you, to provide effective services to you and to maintain our business relationship with you.
Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

Lawful Bases for Processing

Where applicable data protection law requires us to identify a lawful basis, we rely on:

• Contract: to process and fulfil orders, provide customer accounts, deliver products, handle payments, returns, warranty requests and customer support.
• Legal obligation: to comply with tax, accounting, consumer protection, fraud prevention and other legal requirements.
• Legitimate interests: to secure and improve our Services, prevent misuse, understand service performance and operate our business, where those interests are not overridden by your rights.
• Consent: for non-essential cookies, advertising technologies, personalized advertising and marketing communications where consent is required.

Where we rely on consent, you can withdraw it at any time.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping).
With Meta Platforms Ireland Limited, Meta Platforms, Inc. and their affiliates when we use the Meta Pixel, Conversions API, Advanced Matching and related advertising services. Meta processes the information it receives in accordance with its own privacy documentation and applicable Meta Business Tools Terms.
With business and marketing partners to provide marketing services and advertise to you. For example, we use Shopify to support personalized advertising with third-party services based on your online activity with different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you to show you targeted advertisements and marketing based on your online activity with different merchants and websites. .
When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
With our affiliates or otherwise within our corporate group.
In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

SecondFirst iPhone App

This section adds to the rest of this Privacy Policy and applies when you use the SecondFirst app for iPhone (the "app"). Everything else in this Privacy Policy also applies to the app, including your rights and how to contact us. Where this section mentions our server, it means our own back end, hosted by Supabase in Frankfurt, Germany.

With or without an account. You can use the app as a guest or sign in to your SecondFirst customer account. As a guest, your bag, wishlist, saved addresses, recent searches, recently viewed products and the app's own list of the orders you placed in it are stored on your device only and are not synced with this website. The addresses, name and email address you save in the app are only used to pre-fill Shopify's checkout, where you can change them.

Signing in to your account. Your SecondFirst account in the app is the same account you use on this website. Signing in is optional. Shopify, which runs our shop, handles the sign-in in a secure iOS sign-in window; the app does not see what you enter there. You can also use Sign in with Apple. Apple then shares your name and email address with Shopify; if you choose to hide your email address, Apple gives our shop a private relay address that forwards our emails to you. The app and our server do not receive Apple's sign-in tokens.

While you are signed in. The app shows your account details, addresses and orders (including orders you placed on this website) directly from Shopify; it does not keep a copy of your account details, addresses or website orders on your device. Orders you place in the app, also while signed in, are stored on your device, as they are for a guest; the ones placed while signed in are marked with a one-way code for your account and shown only while you are signed in. To keep you signed in, the app stores the sign-in tokens Shopify issues in your iPhone's keychain, on this device only and not in backups. They are deleted when you sign out, delete your account or erase your data in the app; if you delete and reinstall the app, you are signed out. Your bag, wishlist, recent searches, recently viewed products, alerts and the details you saved as a guest stay on your device, also when you sign out or someone else signs in on it, and are not added to your account. When you check out while signed in, the order is placed on your account.

Checkout and orders. Checkout in the app is Shopify's own checkout; it processes your contact, delivery and payment details as described in the rest of this Privacy Policy. The app itself never sees your payment card details. To show your order status in the app, the app attaches a random reference to your checkout, and our server uses it to look up that order at Shopify. Our server does not store your order.

Advertising and analytics. The app contains no advertising or analytics software. The app itself does not ask for consent to analytics or marketing, and every checkout it opens is started with Shopify's consent settings for analytics, marketing, preferences and sale of data set to "not given". The advertising and measurement tools described under "Meta Advertising and Measurement" rely on that consent.

Alerts. If you turn on a back-in-stock or price-drop alert, our server stores your device's push token, a one-way hash of a random identifier for your device's alerts, and the product you chose (for a price-drop alert, also its price at that moment). The notification is sent through Expo (650 Industries, USA) and Apple's push notification service. If sending fails temporarily, we try again a limited number of times. An alert is deleted when you remove it or within a day after its notification has been sent, and in any case after 6 months. When you erase your data, we keep a one-way hash of the erased identifiers (not the identifiers themselves) for at most 30 days, only to make sure a request that was still under way cannot register the alert again.

Right of withdrawal in the app. If you withdraw from a purchase in the app, our server stores your name, email address, order reference, the items and (optionally) your reason with the date and time, and we email you a confirmation. We keep this record, as proof of your withdrawal and for our administration, for 7 years after the date of your withdrawal.

Deleting your account. In the app, Account > Delete account deletes your SecondFirst customer account. If you have never placed an order, Shopify deletes the account straight away. If you have placed orders, in the app or on this website, we ask Shopify to erase your personal data, such as your name and addresses. Shopify processes such requests after a 10-day period in which the store can still cancel them, and keeps a record of what was sold and when. For this, the app sends your sign-in token to our server; our server uses it only to ask Shopify which account it belongs to and does not store it. To follow up on an erasure request, our server keeps a random reference number, a one-way hash of your Shopify customer number and the dates of the request, and deletes them 180 days after Shopify has confirmed the erasure. Records we must keep for tax and accounting reasons are kept for as long as the law requires, and the record of any withdrawal you submitted is kept as described under "Right of withdrawal in the app". Data Shopify holds through Shop and Shop Pay is not covered; you can erase it in the Shop app or through Shopify's privacy portal. If you used Sign in with Apple, you can also stop using it for SecondFirst in your iPhone's Settings: tap your name, then Sign in with Apple, choose SecondFirst and tap Delete.

Erase my data. In the app, Account > Settings > Erase my data deletes what the app stored on your device (your bag, wishlist, recent searches, recently viewed products, saved addresses and details, the orders and withdrawals shown in the app, your alerts, and, where possible, the checkout's cookies and website data in the app) and your alert registrations on our server, and signs you out on this device. Your appearance setting and whether you have seen the welcome screens are kept. It does not delete your account; use Account > Delete account for that. It also does not delete your orders at Shopify, records we must keep for legal and tax reasons, or the record of a withdrawal you submitted. Order pages you opened in your browser are kept by that browser and can be cleared in its settings. For any other request, contact support@secondfirst.tech.

Service providers for the app. Shopify (our shop, checkout, customer accounts and orders); Supabase, our server in Frankfurt, Germany (order status look-ups, alerts, withdrawals and account deletion requests); Expo (650 Industries, USA) and Apple (push notifications); and Apple (Sign in with Apple, if you use it). To protect our server against misuse, it limits requests per IP address using a keyed one-way hash of the address, which is deleted after one day. Where personal data is transferred outside the European Economic Area, the "International Transfers" section of this Privacy Policy applies.

 

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you. In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes. To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy . Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted.As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes or enforce applicable contracts and policies.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

Right to Access / Know. You may have a right to request access to personal information that we hold about you.
Right to Delete. You may have a right to request that we delete personal information we maintain about you.
Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made.

If you reside in the UK or European Economic Area, and subject to exceptions and limitations provided by local law, you may exercise the following rights in addition to the rights outlined above:

Objection to Processing and Restriction of Processing: You may have the right to ask us to stop or restrict our processing of personal information for certain purposes.
Withdrawal of Consent: Where we rely on consent to process your personal information, you have the right to withdraw this consent. If you withdraw your consent, this will not affect the lawfulness of any processing based on your consent before its withdrawal.

You may exercise any of these rights where indicated on the Services or by contacting us using the contact details provided below. To learn more about how Shopify uses your personal information and any rights you may have, including rights related to data processed by Shopify, you can visit https://privacy.shopify.com/en.

We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your requests, as permitted or required under applicable law. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting a request from an agent, we will require proof that you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required by law.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities here.

International Transfers

Please note that we may transfer, store and process your personal information outside the country you live in.

If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date and provide notice as required by applicable law.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, please call +31 6 14840112 or email us at support@secondfirst.tech or contact us at SecondFirst Tech, Wethouder Beversstraat 185, 7543 BK Enschede, Netherlands. For the purpose of applicable data protection laws, we are the data controller of your personal information.