Online retail faces two conflicting requirements: personalised offers on the one hand and high data protection standards on the other. SDI4ECom develops solutions that enable users to provide their data in a controlled manner using digital identity wallets. This allows shopping profiles to be stored locally in the wallet and shared as needed – without central storage and independently of large platform providers. This not only creates transparency and trust, but also opens up new possibilities for data protection-compliant personalisation. At the same time, it creates innovative options for companies to address customers and integrate new identity solutions.

The goal is to develop a demonstrator that tests the shopping experience with wallets in practice and provides transferable recommendations for action. This will be achieved using participatory and user-centered methods. A human-centered design process forms the methodological backbone for the development of practical, understandable, and secure wallet solutions.

SDI4ECom addresses online customers, shop operators, and e-commerce service providers alike. For online shoppers, the project offers increased control over personal data and a more secure, personalized shopping experience without opaque data sharing. Online retailers can tailor their offerings to be more personalized and compliant with data protection regulations without having to rely on the vast amounts of data collected by large platforms. E-commerce service providers benefit from new, interoperable interfaces and the ability to integrate wallet-based identity solutions into their systems.