DATA PRIVACY CONCERNS AND CONSUMER TRUST IN E-COMMERCE PLATFORMS IN MUMBAI

With the fast development of e-commerce platforms in Mumbai, data privacy has turned into a huge concern for 
consumers. Online shopping requires users to share personal and financial information, which fuels the risk of 
data misuse, fraud, and cyber threats. This research examines how data privacy concerns influence consumer 
trust in e-commerce platforms operating in Mumbai. The research focuses on elements such as data security, 
transparency of privacy policies, safe payment systems, and past experiences of consumers. Primary data is 
collected through surveys and questionnaires from online shoppers across different age groups in Mumbai. The 
discovery signifies that consumers are heavily Inclined to trust and continue using e-commerce platforms that 
clearly communicate their privacy practices and ensure strong data protection measures. On the other hand, 
fear of data breaches and misuse negatively affects consumer confidence. The research emphasizes the 
significance of effective data privacy policies in building long-term consumer trust and sustaining growth in 
Mumbai’s competitive e-commerce market.