Impact of privacy on e-tailing:

Lack of trust is always barrier for shopping online, Therefore, in the e-commerce context, trust and privacy are closely related constructs as many authors have suggested.
As result companies consider two important things, privacy statements and privacy seals.
Those increase trust in the system, trust in the cyber merchant and has a positive impact on behavioural intentions.
consumers should know what information is being collected about them and how to withdraw from such marketing activities.

OPT-IN:
Privacy statements exist in various forms: they may be presented in an “opt-in” format where the cyber merchant requests the consumer’s permission to use his or her personal information and where the consumers are empowered to decide how their personal information will be used and shared.