Privacy Policy
Last updated: June 21, 2026
This site is operated by Eric Dewhirst, operating as ActivateMerchant (“ActivateMerchant,” “we,” “us”). This policy explains what personal information we collect, why, and the choices you have. We keep it short and plain on purpose.
Information you give us. When you submit the request form or contact us, we collect your name, email address, the brand or store URL you provide, and any message you include.
Usage data. Like most websites, we collect basic analytics through Google Tag Manager and Google Analytics, such as pages viewed, approximate location, device and browser type, and referring links. This is used in aggregate to understand how the site is used.
Publicly available business information. ActivateMerchant scores publicly accessible e-commerce product pages. The data we capture for a score (screenshots, page content, performance metrics, structured data) comes from public web pages, not from any private or account-protected source. This is business information about a store, not personal information about an individual.
To respond to your request, to deliver and improve the scoring and benchmark service, to operate and secure the site, and to communicate with you about something you asked for. We do not sell your personal information.
We use a small set of service providers to run the business, and they process data only on our behalf: Supabase (database and storage), Vercel (hosting), Google (analytics), Resend (transactional email), and screenshot/performance tooling used to capture public pages. We may disclose information if required by law. We do not share your personal information with advertisers.
We keep request and contact information for as long as needed to follow up and for our reasonable business records, and we delete it on request (see below). Aggregate analytics are retained per our analytics provider's defaults.
You can ask us to access, correct, or delete the personal information we hold about you, and you can opt out of any non-essential email at any time. To make a request, email eric@activatemerchant.com and we will action it within a reasonable time. If your brand's page has been scored and you want it reviewed, corrected, or removed, see our Terms.
ActivateMerchant is operated from Ontario, Canada, and handles personal information in line with Canada's Personal Information Protection and Electronic Documents Act (PIPEDA). If you visit from outside Canada, including the United States or the European Economic Area, your information may be processed in Canada and in the countries where our service providers operate.
We use a small number of cookies for analytics and basic site function. You can block cookies in your browser settings; the site will still work.
This is a business-to-business service and is not directed to anyone under 18.
If we change this policy, we will update the date above. Material changes will be reflected here.
Questions or requests: eric@activatemerchant.com.