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E-commerce

Yahoo Ecommerce

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Yahoo Ecommerce, also known as Yahoo Small Business or Yahoo Stores, is a hosted ecommerce platform operated by Yahoo Inc in the United States that lets merchants build a storefront and accept orders through Yahoo domains.

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Overview

What does Yahoo Ecommerce do?

What is Yahoo Ecommerce

Yahoo Ecommerce, originally Yahoo Small Business or Yahoo Stores, is a hosted online shop service. Merchants build a storefront on yahoo.com subdomains such as store.yahoo.com or shopping.yahoo.com, manage products and orders, and benefit from the wider Yahoo audience and advertising network operated by Yahoo Inc, now part of Apollo Global Management.

Cookies and data collected

The platform sets a wide range of cookies on Yahoo domains. The B cookie is a browser identifier, A1 and A3 are advertising and personalisation cookies, IDSYNC is used for cross domain ID matching, GUC is a global user cookie and yht stores Yahoo home page traffic data. Pixels and IDs are shared across the Yahoo advertising network, which can include behavioural and interest segments.

GDPR and ePrivacy legal basis

Advertising, audience and non strictly necessary analytics cookies require prior consent under Article 5(3) ePrivacy Directive and Article 6(1)(a) GDPR. Order management uses Article 6(1)(b) GDPR (contract). Fraud and security signals fall under Article 6(1)(f) GDPR (legitimate interest), subject to the standard balancing test.

Data transfers to the United States

Yahoo Ecommerce is operated from the United States. Personal data on visitors, buyers and audience segments are routinely transferred from the EU to the United States. Yahoo Inc relies on the EU US Data Privacy Framework and Standard Contractual Clauses 2021/914. EU controllers must follow the Schrems II case law and complete a transfer impact assessment.

DPIA considerations

A DPIA under Article 35 GDPR is strongly recommended. The processing involves large scale behavioural advertising, profiling across the Yahoo network, cross device identity syncing and an EU US data transfer. The DPIA must address the legal basis for each cookie, the Data Privacy Framework status, retention of advertising IDs and the rights of data subjects to opt out of audience targeting.

Compliance steps

Block advertising and audience scripts until consent, list Yahoo Inc in the privacy notice and cookie banner, document the EU US transfer mechanism, monitor the Data Privacy Framework certification, sign a data processing agreement with Yahoo and offer easy opt out, deletion and access for buyers.

Compliance

Yahoo Ecommerce and the GDPR

Yahoo Ecommerce is classified as “Preferences”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Article 6(1)(a) GDPR (consent) for advertising, audience and analytics cookies set by the Yahoo ecommerce platform, combined with Article 6(1)(b) GDPR (contract) for the strict order management and Article 6(1)(f) GDPR (legitimate interest) for fraud and security signals.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, TTDSG, LOPDGDD, Schrems II, EU US Data Privacy Framework, Standard Contractual Clauses 2021/914, CNIL guidelines on advertising cookies, CCPA, EDPB transfer guidelines

Impact assessment (DPIA)

A DPIA is recommended because the platform combines large scale behavioural advertising, cross device identity syncing through the Yahoo advertising network and a systematic transfer of personal data from the EU to the United States. The DPIA must address the legal basis for each cookie family, the Data Privacy Framework status of Yahoo Inc, the supplementary measures applied and the data subject rights for advertising audiences.

Sample text for your banner

Our shop runs on Yahoo Ecommerce, hosted in the United States. With your permission, Yahoo will set advertising and analytics cookies (B, A1, A3, IDSYNC, GUC) and transfer your data to the US under the EU US Data Privacy Framework. Do you accept these cookies?
Cookies and trackers

What Yahoo Ecommerce sets and contacts

Tracking method
First party Yahoo cookies on the shopping or store domain plus third party identity, advertising and audience cookies set from Yahoo and related Verizon Media (Apollo Global) ad tech domains. Heavy use of pixels, ID syncing and audience segmentation across the Yahoo network.
Server location
United States. Yahoo Small Business and Yahoo Stores are operated from US data centres by Yahoo Inc, owned today by Apollo Global Management.
Data transferred outside the EU
Personal data are transferred from the EU to the United States. Yahoo Inc relies on the EU US Data Privacy Framework and Standard Contractual Clauses 2021/914 for international transfers. EU controllers must monitor the validity of the framework following Schrems II and document a transfer impact assessment.

Cookies set (8)

NameTypeDurationPurpose
Bthird_party1 yearBrowser identifier set by Yahoo across yahoo.com domains. Used for analytics, ad selection and frequency capping in the Yahoo advertising network.
A1third_party1 yearStores the visitor advertising profile and consent state for Yahoo personalised advertising.
A3third_party1 yearLong lived advertising cookie used to measure ad performance and to deliver Yahoo personalised content.
IDSYNCthird_party1 yearUsed to synchronise Yahoo user identifiers with partner advertising networks for cross site targeting.
GUCthird_party1 yearGlobal user cookie that ties Yahoo profile and advertising preferences across Yahoo properties.
yhtthird_party1 yearTracks Yahoo home page and store traffic for audience measurement and personalisation.
yc_sessionsessionSessionStrictly necessary cookie that maintains the buyer cart and authenticated session on the Yahoo store.
y_csrfsessionSessionCross site request forgery token that protects checkout and account forms on the Yahoo store.

Third-party domains contacted (6)

  • shopping.yahoo.com
  • smallbusiness.yahoo.com
  • store.yahoo.com
  • ads.yahoo.com
  • analytics.yahoo.com
  • b.yjtag.yahoo.co.jp
Questions

Frequently asked questions about Yahoo Ecommerce

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Which cookies does Yahoo Ecommerce set?

Yahoo Ecommerce sets a broad set of cookies including B (browser identifier), A1 and A3 (advertising and personalisation), IDSYNC (cross domain ID matching), GUC (global user cookie), yht (Yahoo traffic) and various session and security cookies. Many of them are advertising or audience cookies that require consent in the EU.

Is consent required for Yahoo Ecommerce?

Yes. Advertising, audience and non strictly necessary analytics cookies set on the Yahoo storefront require prior consent under Article 5(3) ePrivacy Directive and Article 6(1)(a) GDPR. Only strictly necessary order management cookies can be set without consent.

What is the GDPR legal basis for the platform?

Three bases coexist. Consent (Article 6(1)(a) GDPR) covers advertising and audience cookies. Contract (Article 6(1)(b) GDPR) covers the order and account management. Legitimate interest (Article 6(1)(f) GDPR) covers fraud prevention and platform security.

Are buyer data transferred to the United States?

Yes. Yahoo Inc operates the platform from the United States, so personal data of EU buyers are transferred to the US. Yahoo Inc uses the EU US Data Privacy Framework and Standard Contractual Clauses, but EU controllers must document a transfer impact assessment.

Is a DPIA required for Yahoo Ecommerce?

A DPIA is strongly recommended. The platform combines large scale behavioural advertising, cross device identity syncing across the Yahoo network and a systematic EU US transfer, which trigger several criteria of Article 35 GDPR.

How should Yahoo Ecommerce be implemented correctly?

Use a consent management platform that blocks Yahoo advertising and audience scripts until consent, surface a granular cookie banner, sign a data processing agreement with Yahoo, monitor the Data Privacy Framework certification and offer clear opt out, access and deletion paths.

What are the alternatives to Yahoo Ecommerce?

Common ecommerce alternatives include Shopify, Adobe Commerce (Magento), PrestaShop, WooCommerce and BigCommerce. Each one has its own hosting region, third party cookie footprint and transfer mechanism that should be reviewed before migration.

How do I update my cookie policy for Yahoo Ecommerce?

Describe each Yahoo cookie family (B, A1, A3, IDSYNC, GUC, yht), the purpose, the retention, the controller relationship with Yahoo Inc, the EU US transfer mechanism and a link to the Yahoo privacy notice. Refresh the entry whenever Yahoo updates its cookie list.

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