1. Introduction

ProfitEdge is a product of Merstell Limited (Company No. 16930998), registered in England and Wales ("we", "us", or "our"). This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our service, including our platform integrations and the website at profitedge.app.

We are committed to protecting your privacy and handling your data in an open and transparent manner. Please read this Privacy Policy carefully. If you do not agree with the terms of this Privacy Policy, please do not access the service.

2. Information We Collect

2.1 Information You Provide

We collect information you provide directly to us, including:

Account Information: Name, email address, and company name when you create an account or connect a store
Communications: Information you provide when contacting us for support or submitting a demo request

2.2 Store Data

When you connect your store to ProfitEdge - whether through the Shopify App Store, a direct integration, or another supported method - we request access to your store data. For Shopify merchants this is handled via Shopify's OAuth permission system; other integrations may use API keys or data feeds. We access product, order, inventory, and store profile data as needed to deliver our pricing intelligence and optimisation services. You can revoke access at any time by disconnecting or uninstalling the integration.

2.3 Billing

ProfitEdge does not collect or store any payment card details or billing information directly. For Shopify merchants, all billing is processed through Shopify's Billing API - you approve charges within your Shopify admin and Shopify handles all payment processing on our behalf. For other integrations, billing may be handled through a third-party payment provider. In all cases, we never have access to your payment card details.

2.4 Information Collected Automatically

When you use our service, we automatically collect standard usage data, device information, and server logs (such as IP address and access times).

2.5 Information from Third-Party Integrations

If you choose to connect additional integrations, we may receive:

Google Ads: Campaign performance, ad spend, and conversion metrics (if you connect this integration)
Google Merchant Center: Product matching data and price insights for competitive analysis (if you connect this integration)

3. How We Use Your Information

We use the information we collect to:

Provide, maintain, and improve our pricing intelligence and optimisation services
Generate pricing recommendations based on your product, order, and competitor data
Retrieve competitor pricing information to support your pricing strategy
Synchronise your store data to keep recommendations current
Send transactional emails such as onboarding guidance, alerts, and support responses
Respond to your comments and questions
Detect, investigate, and prevent fraudulent or unauthorised activity
Comply with legal obligations

4. Data Sharing and Disclosure

We do not sell your personal data. To deliver our services, we use trusted third-party service providers for functions including:

Cloud hosting and infrastructure: To store and process your data securely
Authentication: To manage secure access to your account
Email delivery: To send transactional emails such as alerts and support responses
Competitor data retrieval: To gather publicly available pricing information for your market
Google APIs: To provide Google Ads metrics and Google Merchant Center product matching, where you have connected these integrations
Ecommerce platforms: To sync your store data and process billing (e.g. Shopify, and any future supported platforms)

Each provider is contractually bound to process data only as necessary to perform their function. A complete list of sub-processors is available on request by contacting support@profitedge.app.

We may also share your information in the following circumstances:

Legal Requirements: When required by law or to respond to legal process
Business Transfers: In connection with a merger, acquisition, or sale of assets
With Your Consent: When you have given us permission to share your information

5. Data Security

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction. These measures include:

Encryption of data in transit (TLS) and at rest
Regular security assessments
Access controls and authentication requirements
Principle of least privilege for internal access to data

However, no method of transmission over the Internet or electronic storage is 100% secure. While we strive to protect your personal data, we cannot guarantee its absolute security.

6. Data Retention and Deletion

We retain your data for as long as your account is active and as necessary to provide our services. When you disconnect your store or request account deletion, the following retention rules apply:

Product data, order data, and pricing history are permanently deleted within 30 days of account deletion or disconnection.
Core account records (store URL, user email, and account identifiers) are retained indefinitely to prevent trial abuse and maintain billing integrity. These records contain minimal personal data.

If you would like to request full erasure of your core account records, please contact us at support@profitedge.app. We will assess each request in accordance with applicable data protection law, balancing your rights against our legitimate interest in preventing abuse.

7. Merchant Data Rights

ProfitEdge complies with the data protection requirements of each platform we integrate with, including Shopify's API Terms of Service. As a merchant, you have the following rights:

Access and portability: You can request a copy of all data we hold about your store
Revoke access: You can disconnect ProfitEdge at any time (e.g. by uninstalling from Shopify or revoking API credentials), which immediately revokes our access to your store data
Request deletion: Upon disconnection or written request, we will delete your product data, order data, and pricing history within 30 days
Transparency: We only access the data and permissions necessary to deliver our service

8. Your Rights (GDPR)

If you are located in the European Economic Area (EEA) or United Kingdom, you have certain rights under data protection laws:

Access: Request a copy of your personal data
Rectification: Request correction of inaccurate data
Erasure: Request deletion of your data ("right to be forgotten")
Portability: Request your data in a portable format
Restriction: Request limitation of processing
Objection: Object to certain processing activities
Withdraw Consent: Withdraw consent where processing is based on consent

To exercise these rights, contact us at support@profitedge.app. We will respond to all requests within 30 days.

9. Cookies and Tracking

We use cookies and similar tracking technologies to collect and store information about your use of our service. These include:

Essential Cookies: Required for the service to function (e.g., authentication session tokens)
Analytics Cookies: Help us understand how you use our service
Preference Cookies: Remember your settings and preferences

You can control cookies through your browser settings. Note that disabling certain cookies may affect the functionality of our service.

10. International Data Transfers

Your information may be transferred to and processed in countries other than your country of residence, including the United States where some of our sub-processors operate. These countries may have different data protection laws. When we transfer data internationally, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses approved by the European Commission or the UK International Data Transfer Agreement.

11. Children's Privacy

Our service is not directed to individuals under 18 years of age. We do not knowingly collect personal data from children. If you become aware that a child has provided us with personal data, please contact us.

12. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page and updating the "Last updated" date. For material changes, we will provide notice through the service or by email.

13. Contact Us

If you have questions about this Privacy Policy or our data practices, please contact us:

Email: support@profitedge.app
Address: 1st Floor Unit 2, Fareham Heights, Fareham, Hampshire, PO16 8XT, United Kingdom
Company: Merstell Limited, Company No. 16930998

14. Data Protection Officer

For data protection enquiries, you may contact our Data Protection Officer at support@profitedge.app.

15. Supervisory Authority

If you are located in the UK or EEA and believe we have not adequately addressed your data protection concerns, you have the right to lodge a complaint with your local supervisory authority. In the UK, this is the Information Commissioner's Office (ICO).