Privacy policy
Last updated: 23 October 2026
The short version
- You can scan stores and read reports without giving us any personal data.
- If you create an account, we keep your email address (and your name, if Google shares it) to run your account and send the emails you asked for.
- Analytics cookies and session recordings are used only if you choose "Accept analytics".
- We never sell your data, and we don't send personal data to the AI that writes fixes.
- You can see, correct or delete your data, or object to how we use it, by emailing contact@merxonlabs.com.
The rest of this page gives the details.
Who we are
Parsewell is a product of MerxonLabs. We decide how and why the personal data described here is used, which makes us its "controller" under UK data protection law. Our full legal name and address are under "Legal details" at the end of our Terms of use.
Contact us about anything in this policy at contact@merxonlabs.com. We're a small business and aren't required to appoint a data protection officer, so please contact us directly.
What we collect from you
- Your email address, when you create an account, sign in with an emailed link, or join the Shopify app waitlist.
- Your account activity: which store is your "My store", the reports you've scanned, fixes you mark as done, and your weekly email setting.
- Store addresses you type in, and the reports we make from them.
- Analytics: which pages and features are used, for example that a scan was started or a fix was copied. Signed-in users are identified by an account number, never by email.
- Session recordings, only with your consent: how the page was used (clicks, scrolling, page changes), with everything you type and all text on the page hidden, except store addresses typed into the scan box.
- Feedback you send: your rating and comment, the report it was about, and your email if you leave one for a reply. If you tick “You can quote this”, also the name you give us to show with it.
- Technical data: your IP address and browser details. We use your IP address for a short time to apply fair-use limits, and store only a scrambled form of it, never the address itself. Our hosting providers keep it briefly in their logs.
What we get from other places
- From Google, if you choose "Continue with Google": your email address and, if your Google account shares it, your name.
- From public Shopify stores: a scan reads a store's public pages. Reports are about stores and products, but they can include business contact details the store publishes, such as an owner's name or a support email in its policies or contact page. We don't look for or collect this information on purpose.
Why we use it, and our lawful bases
| What we do | Why | Lawful basis |
|---|---|---|
| Run your account: sign-in emails, My store, saved progress, AI fixes for your store | To give you the features you signed up for | Contract |
| Weekly re-check email for your store | To tell you how your store changed (turn it off at any time) | Legitimate interests |
| Fair-use limits and security | To keep Parsewell working and protect it from abuse | Legitimate interests |
| Analytics without cookies | To see which features are used and fix what isn't working | Legitimate interests |
| Analytics cookies and session recordings | The same, in more detail | Consent |
| Reports, including any business details a store publishes | To show what AI assistants can read on a store | Legitimate interests |
| Shopify app waitlist | To tell you when the app is ready | Consent |
| Feedback | To improve Parsewell, and to reply if you leave an email | Legitimate interests |
| Quoting your feedback on our website | To show what users think, only if you tick “You can quote this” | Consent |
| Anonymised, aggregated scan data | To improve Parsewell and publish benchmarks, for example how many stores are ready for AI shoppers. These figures contain no personal data | Legitimate interests |
Our legitimate interests
Where we rely on legitimate interests, they are:
- Weekly email: keeping store owners up to date with the store they added. It's part of what you set up, it only goes to you, and every email has a one-click unsubscribe.
- Feedback: learning what works and what doesn't, so we can improve Parsewell. Comments are read by us and nobody else, and you choose whether to leave an email.
- Fair-use limits and security: stopping abuse and keeping Parsewell free and available. We use a scrambled IP address and keep it for 24 hours.
- Analytics without cookies: understanding how Parsewell is used so we can improve it. Nothing is stored on your device, and signed-in users are identified only by an account number.
- Reports: showing a store's public information as AI assistants see it. We only read what the store chose to publish, and any store can stop ParsewellBot (see ParsewellBot).
We've checked that each of these is necessary and doesn't override your interests. You can ask us for details.
Your right to object
You can object at any time to any use of your data that relies on legitimate interests. Email contact@merxonlabs.com and tell us what you object to. We'll stop unless we have compelling reasons to continue, such as defending against abuse. You can stop the weekly email straight away with the unsubscribe link in any email, or on your My stores page.
Who we share it with
We never sell personal data. These providers process it for us, under contracts that require them to protect it and use it only on our instructions:
| Provider | What they do | Where |
|---|---|---|
| Supabase | Database and sign-in | US (Northern California) |
| Render | Hosts the app | US (Oregon) |
| Vercel | Hosts merxonlabs.com, through which the app is reached | Global network |
| PostHog | Analytics | EU |
| Resend | Sends our emails | US |
| Confirms who you are, if you choose "Continue with Google" | US | |
| Anthropic | Writes fix suggestions and search phrases from a store's public product information. We don't send it personal data | US |
Reports show store photos and logos straight from the store's own image servers (usually Shopify's), so those servers see your IP address, as they would if you visited the store. Reports can be shared by link, and anyone with the link can see that report. We may also share information if the law requires it, or with a buyer if Parsewell is ever sold, who would have to keep to this policy.
International transfers
Our database and app are hosted in the United States, so account data leaves the UK. When we transfer personal data outside the UK, we use a safeguard UK law recognises: the UK–US data bridge, for providers certified under it, or the UK International Data Transfer Agreement, or the UK Addendum to the EU standard contractual clauses. PostHog keeps analytics in the EU, which the UK recognises as giving adequate protection. Email us for a copy of the safeguard used for a particular provider.
How long we keep it
| Data | How long |
|---|---|
| Account data | While you have an account. Delete it any time with “Delete my account” on your My stores page: it goes straight away, along with your sign-in record. If you email us instead, we delete it within 30 days |
| Reports | 24 months, so share links keep working |
| Scrambled IP addresses for fair-use limits | 24 hours |
| Analytics and session recordings | 12 months. Once your account is deleted, analytics tied to your account number can no longer be linked to you |
| Logs kept by our providers | For the short periods their services set, typically up to 30 days |
| Waitlist | Until the Shopify app launches, until you ask us to remove you, or until you delete your account |
| Feedback | 24 months, or until you delete your account. A quote stays on our website only while we have your permission |
| Emails you send us | As long as needed to deal with them, and no more than 2 years |
Do you have to give us your data?
No. There's no legal requirement, and you can scan stores and read reports without an account. To create an account we need your email address, because we sign you in by email and can't run an account without it.
Automated decisions
We don't make decisions about you using only automated means, and we don't profile you. Parsewell's grades and suggestions are about stores, not people.
Keeping your data safe
Connections to Parsewell are encrypted. Account data is stored so that each account can only reach its own records, and only we can reach the systems that hold it. Our providers are chosen for their security, and we keep the personal data we hold to a minimum.
Your rights
You have the right to:
- see the personal data we hold about you and get a copy;
- correct it if it's wrong;
- delete it: use “Delete my account” on your My stores page, or ask us;
- limit how we use it;
- object to how we use it, where we rely on legitimate interests (see above);
- get it in a portable form, for data you gave us under contract or consent;
- withdraw consent at any time, where we rely on it, as easily as you gave it: use the cookie choice on our Cookies page, ask us to take you off the waitlist, or ask us to stop quoting your feedback. Withdrawing doesn't affect what we did before.
To use any of these rights, email contact@merxonlabs.com. It's free. We'll reply within one month, and tell you if we need longer for a complicated request.
Complaints
If you're unhappy with how we've handled your personal data, please tell us first at contact@merxonlabs.com. We'll acknowledge your complaint within 30 days, look into it, and tell you what we've found and what we'll do.
You can also complain to the Information Commissioner's Office (ICO), the UK's data protection regulator:
- Website: ico.org.uk/make-a-complaint
- Helpline: 0303 123 1113
- Post: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
Children
Parsewell is for businesses and isn't meant for anyone under 18. We don't knowingly collect children's data.
Changes
We'll update this page when what we do changes, and change the date at the top. We'll email account holders about important changes before they apply.