Privacy policy

Overview

At Little & Lively, we are committed to protecting your privacy and handling your personal information in a safe, transparent, and responsible manner. This Privacy Policy explains how we collect, use, share, and protect your information when you visit our website or make a purchase from our online store.

This policy has been designed to comply with privacy laws including Canada's Personal Information Protection and Electronic Documents Act (PIPEDA), applicable Canadian provincial privacy legislation (including British Columbia's PIPA, Alberta's PIPA, and Quebec's Law 25), and California's Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA).

By accessing or using our website, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with these terms, please do not use our website.

Who We Are & How to Contact Us

Little & Lively is responsible for the personal information we collect and process. We have designated a Privacy Officer who oversees our privacy practices and ensures compliance with applicable privacy laws.

Contact Information:
Email: [email protected]
Phone: 604-557-0027
Mailing Address: 31141 Wheel Avenue unit 402, Abbotsford, BC, V2T 6H1, CA
Privacy Officer: [email protected]

Information We Collect

Personal Information

  • Identifiers: Name, email address, mailing/billing address, phone number, account credentials (for passwordless login), IP address, device identifiers
  • Commercial Information: Purchase history, payment details (processed securely), shopping preferences, order number, order total, order currency, product IDs
  • Internet or Network Activity: Website usage data, pages viewed, clicks, scrolling and interaction data, referring websites, device and browser details, browser type and version
  • Location Information: City, state/province, country, and approximate location derived from IP address
  • Professional/Employment Info: If provided during communications or account setup

Sensitive Personal Information (CCPA/CPRA)

We may collect limited sensitive personal information in specific circumstances:

  • Account login credentials (encrypted)
  • Customer service emails or chat messages you send us

We do not knowingly collect sensitive categories such as Social Security numbers, Social Insurance numbers, health data, or biometric identifiers.

Non-Personal Information

  • Aggregated analytics data
  • General demographic info
  • Website performance metrics

How We Collect Your Information

  • Directly from you: Account creation, purchases, product reviews, forms, surveys, support interactions, or via social login (Google/Facebook: only name & email).
  • Automatically: Cookies, analytics tools, Shopify platform data, advertising pixels, and tracking technologies.
  • Via advertising and analytics platforms: We use advanced tracking technologies including Meta (Facebook) Conversions API, Google Analytics, Google Ads (including Enhanced Conversions), Microsoft Advertising (Universal Event Tracking), Microsoft Clarity, and Reddit to collect information about your interactions with our website and marketing campaigns. This includes both browser-based and server-side tracking methods (hosted via Stape).
  • From third parties: Social login providers (Google, Facebook: name & email), payment processors, analytics partners, and advertising platforms.

How We Use Your Information

  • Order Processing: Fulfill orders, process payments, send confirmations, provide customer service, manage returns.
  • Account Management: Maintain accounts, enable passwordless login, facilitate social login.
  • Marketing (with consent): Send newsletters, promotions, updates.
  • Advertising Optimization: Measure and improve the effectiveness of our advertising campaigns, build custom and lookalike audiences (including via hashed customer lists), and deliver relevant ads to customers.
  • Website Improvement: Analyze usage, monitor security, optimize site performance and user experience.
  • Legal Compliance: Meet tax, accounting, and regulatory obligations; prevent fraud.

Information Sharing & Disclosure

We do not sell your personal information for monetary consideration. We may share data with trusted third parties for:

  • Service Providers: Shopify, Shop Pay, Stripe, PayPal, Sezzle, Canada Post, UPS, FedEx, DHL, Sendlane, Judge.me, Stape (server-side tagging infrastructure), and advertising and analytics partners including Google (Google Ads and Google Analytics), Meta (Facebook and Instagram), Microsoft (Microsoft Advertising and Microsoft Clarity), and Reddit.
  • Social Login: Google/Facebook (only name & email; no passwords or posts).
  • Legal Requirements: If required by law, court orders, or government requests.
  • Business Transfers: In case of merger, acquisition, or asset sale.

Relationship with Shopify

Our store is powered by Shopify. This means that your personal information is also collected and processed by Shopify in order to provide us with the Services, including operating our website, processing payments, fraud prevention, and analytics.

Shopify may also use information from your interactions with our store and other merchants on its platform to improve and protect its services. In these cases, Shopify is independently responsible for the processing of your personal information.

To learn more about how Shopify collects and uses your personal information, please review the Shopify Consumer Privacy Policy. Depending on where you live, you may also exercise certain rights directly with Shopify via their Privacy Portal.

Data Retention

  • Customer accounts: Active + 7 years after closure
  • Order info: 7 years (legal & tax compliance)
  • Marketing data: Until unsubscribed
  • Analytics: Up to 2 years
  • Customer service: 3 years

Data Security

  • Technical: SSL/TLS encryption, cryptographic hashing (SHA-256) for customer list matching, secure storage, regular patches, secure payments.
  • Physical: Restricted access facilities.
  • Organizational: Staff training, role-based access, regular audits.

Cookies & Tracking Technologies

  • Strictly Necessary: Site functionality (cart, checkout, login).
  • Performance/Analytics: Google Analytics, Microsoft Clarity, performance monitoring.
  • Functionality: Language, region preferences.
  • Advertising: Advertising pixels and tags from our advertising partners (such as Meta, Google, Microsoft, and Reddit) for conversion tracking, measurement, and remarketing.

You can control cookies via browser settings, but disabling may affect site functionality.

Advertising & Marketing Analytics

To provide you with relevant content and measure the effectiveness of our marketing efforts, we utilize advanced advertising and analytics technologies, including both browser-based tags and first-party server-side tracking.

Meta (Facebook) Conversions API & Server-Side Tracking

We use Meta's Conversions API and server-side Google Tag Manager (hosted via Stape), which are server-to-server tracking technologies that enable us to optimize our advertising campaigns and better understand how customers interact with our brand. This technology works by securely transmitting information directly from our Shopify store and first-party tagging server to our advertising partners, including Meta, Google, and Microsoft Advertising.

Information Shared via Server-Side Tracking:

  • Contact details: Name, email address, phone number (hashed where required)
  • Location data: City, state/province, postal/zip code, country
  • Technical information: IP address, browser type and version, device information, click and browser identifiers
  • Transaction details: Order number, order total, order currency, product and variant IDs

Purpose: This information is used to measure advertising effectiveness, optimize ad delivery, attribute purchases accurately, create custom and lookalike audiences, and provide you with more relevant advertising content across platforms such as Meta (Facebook, Instagram, Messenger), Google, and Microsoft.

Important Note: Because server-side tracking operates through server-to-server technology, this data transmission occurs directly between our servers and our partners' servers and may not be blocked by standard browser-based ad blockers or privacy extensions. This ensures more accurate measurement and better advertising performance.

Google Analytics, Google Ads & Microsoft (Bing & Clarity)

We use Google Analytics to understand how visitors use our website, which pages are most popular, and how we can improve your experience. Google Analytics collects information such as page views, session duration, device type, browser information, and general geographic location. We also use Google Ads (including Enhanced Conversions) and Microsoft Advertising (Universal Event Tracking) to measure conversions and serve relevant ads across Google and Microsoft search and display networks.

Additionally, we partner with Microsoft Clarity to capture how you use and interact with our website through behavioural metrics, heatmaps, and session replay to improve and market our products and services. Website usage data is captured using first- and third-party cookies and other tracking technologies to determine the popularity of products and online activity. For more information about how Microsoft collects and uses your data, visit the Microsoft Privacy Statement.

Customer List Matching

To show relevant ads and to measure and improve our advertising, we may share limited contact information (such as email address, phone number, name, and general location) as well as order value or purchase history with our advertising partners, including Meta, Google, Microsoft Advertising, and Reddit. Contact information is encrypted (hashed) before it is shared, used only to match with existing accounts on those platforms, and is not used by them to identify you to us. Advertising partners process this information under their own terms and privacy policies.

We may use matched audiences to show you relevant ads, to avoid showing you ads for products you already have, and to find new customers with similar interests (including value-based lookalike audiences). You can ask us not to include your information in customer list matching at any time by emailing [email protected].

Your Advertising Choices

While server-side tracking and customer list matching operate independently of browser cookie settings, you maintain control over how your information is used for advertising purposes:

Social Login (Google & Facebook)

What We Access: Only your name and email.
How We Use It: Authenticate or create your account, pre-fill details.
Your Control: Optional, revoke anytime in Google/Facebook settings, or contact us to disconnect.

Your Privacy Rights

  • All Customers: Right to access, correct, delete, withdraw consent (including opting out of marketing communications and customer list matching).
  • California Residents (CCPA/CPRA): Right to know what personal information is collected, right to know whether personal information is shared or disclosed (and with whom), right to opt-out of sharing of personal information for cross-context behavioural advertising, right to limit use of sensitive personal information, right to non-discrimination for exercising privacy rights.

Exercise rights by emailing [email protected] or calling 604-557-0027.

Children's Privacy

Our website is not intended for children under 16. We do not knowingly collect their information. If you believe a child has submitted data, please contact us immediately.

Third-Party Links

Our site may link to third-party sites. We are not responsible for their privacy practices. Review their policies before sharing data.

Changes to This Privacy Policy

We may update this policy. Updates will be posted here with a new date. Significant changes may be notified by email or site notice. Continued use of the site = acceptance of the new policy.

Jurisdiction-Specific Information

For Canadian Residents: Complies with PIPEDA and applicable provincial privacy legislation (including British Columbia, Alberta, and Quebec Law 25). Please note that our service providers and advertising partners may store or process your personal information outside of your province or outside of Canada (including in the United States), where it may be subject to the laws of those jurisdictions. You may file complaints with the Office of the Privacy Commissioner of Canada or your provincial privacy commissioner.

For California Residents: Includes CCPA/CPRA disclosures. Complaints can be filed with the California Privacy Protection Agency or Attorney General.

Additional Disclosures (California)

Past 12 months collected: Identifiers, commercial info, internet activity, location information, limited sensitive info.
Sources: Directly from consumers, automatically via site, social logins, service providers, advertising platforms.
Purposes: Fulfillment, operations, marketing (with consent), advertising optimization, legal compliance.
Third parties shared with: Service providers, advertising platforms (Meta, Google, Microsoft Advertising, Reddit), legal authorities, professional advisors.
Sharing for advertising purposes: We share certain personal information with advertising platforms such as Meta, Google, Microsoft Advertising, and Reddit for purposes of targeted advertising and campaign measurement. California residents have the right to opt out of this sharing.
No personal information sold for monetary consideration in the past 12 months.

Thank you for trusting Little & Lively with your personal information.
This Privacy Policy is effective as of October 20, 2026.
For questions: [email protected]