Introduction
For over two decades, websites and internet marketers have relied on cookies to provide them with the data they need. Everything from logins to usage metrics is recorded using these small snippets of code, but now they'll soon see their end. Major browsers are phasing out support for third-party cookies for privacy and security reasons, and new data privacy laws are requiring websites to comply with various regulations (such as adding a cookie policy to their eCommerce store↗).
Value of Third-Party Cookies in eCommerce
Third-party cookies are very versatile. eCommerce sellers use such cookies to track visitors, improve user experience, and collect other data to refine audience targeting. If a website knows what the user likes, it can target advertisements specifically connected to that interest to increase conversions. Data privacy laws don't explicitly ban third-party cookies though, as long as the website places a notification such as a cookie consent banner↗ to ask for consent before using such cookies. Despite this, it's best to start looking elsewhere to future-proof your marketing strategies.
A Cookieless Future
With the phasing out of third-party cookies, we're looking at an essentially cookieless future. Google plans to drop third-party cookies from its browser by 2024. Companies are recognizing their users' needs for more privacy, transparency, choice, and control over their personal data, even though it's difficult when such companies thrive on collecting user data. First-party cookies will still be with us for the foreseeable future because they serve many essential functions. These cookies will only be used for first-party session recording, account logins, shopping cart storage, and online billing in eCommerce, and won't be of much use for advertising agencies that function across multiple websites.
How eCommerce Sellers Will Be Impacted
eCommerce sellers now need to start looking at other methods to collect data to compensate for the loss of third-party cookies. Two key areas affected are behavior tracking and ad targeting.
Behavior Tracking
Every mouse click, hesitation, and dwell time metric helps eCommerce stores cater better to the customer's needs and wants. Behaviors reveal a lot of information that can help in advertising and will still be a key area where data is gathered. Therefore, eCommerce stores will have to look at options such as linking unique advertising IDs to each customer when they're logged in to track their behavior.
Ad Targeting
Ads are targeted using previous data that may reveal what a potential customer is interested in. Without third-party cookies linking a browser or device to a data profile, this becomes more difficult. Advertising IDs are an alternative here too, but a much better method is contextual advertising.
Bonus: Tips For Preparing Your eCommerce Store
If you're looking to drop third-party cookies, then take a look at some of these tips.
Stay Abreast of Data Privacy Law Changes to Maintain Regulatory Compliance
Ever since GDPR was implemented in the EU, many other jurisdictions are in the process of enforcing similar data privacy laws (consider CCPA and CPRA vs GDPR, CCPA vs PIPEDA, and CCPA vs LGPD↗). Therefore, eCommerce stores must stay updated on the data privacy laws of the jurisdictions they operate in to ensure compliance. Consulting a relevant expert and educating yourself by reading data privacy guides↗ will help with strategizing.
Develop Targeting Strategies From First-Party Cookie Data
In terms of first-party vs third-party cookies↗, third-party cookie data was used so often because of how easy it was to access. Now, marketers will need to focus on building long-term relationships with their customers and learning more about them through different avenues, such as first-party cookie data. Using data from users that are visiting your website, you can develop targeting strategies that are privacy-friendly and effective at the same time.
Implement Keyword-Based Ad Campaigns (Contextual Targeting)
If someone is visiting a website about a specific topic, they'll likely be interested in a related product or service, and a contextually targeted ad can be placed. Analyzing which ads work best can then guide your future strategies.
Enhance Your Social Media Presence
Using social media goes a long way to staying in touch with customers and gathering data. Posts that perform well can be converted into ads. Social media platforms offer many tools to businesses looking to expand their customer base as social media profiles provide rich data sources for targeted marketing.
Conclusion
Ever since GDPR and cookie consent first challenged eCommerce stores↗ and third-party cookies edged nearer to the end of their lifecycle, Google has been working on alternatives that respect privacy but still help websites develop effective marketing strategies. Their first attempt, Federated Learning of Cohorts (FLoC), tried to sort users into groups of comparable interests, but FLoC soon failed. Now Google is exploring Topic API, a browser-based interest bank that shares certain topics a user is interested in with supported websites while still safeguarding privacy and keeping control in the users' hands. Will Topics stick? We'll have to wait and see. Until such a system is established, it's best to future-proof your store's marketing strategy by finding privacy-friendly data sources.
Building a First-Party Data Strategy While Time Remains
Your brand doesn't need to wait for Google's next privacy-preserving technology to take action. Right now, you have a window to build a robust first-party data foundation before third-party cookies disappear completely. This means investing in direct customer relationships through email capture, account creation incentives, and loyalty programs. When a customer logs into their Shopify account, adds items to their cart, or subscribes to your email list via Klaviyo, you're collecting first-party data you own and control. This data remains compliant with privacy laws because users knowingly provide it. Start by mapping out which customer touchpoints generate first-party signals—purchases, browsing history within your own store, email preferences, and survey responses. Use your Shopify analytics to understand which products generate the most engagement, then segment your email lists based on purchase behavior. These internal signals are far more valuable than third-party cookie profiles because they reflect explicit customer intent and interest in your brand, not inferred behavior from across the web.
How to Audit Your Current Cookie Usage
You likely have third-party scripts running on your Shopify or BigCommerce store without realizing the full scope. Google Analytics, Meta Pixel, TikTok Pixel, and other conversion tracking tools all rely on cookies or similar technologies to function. Before you can plan your transition, conduct a complete audit of which scripts your store runs and what data they collect. Check your store's header and footer code, review third-party apps in your Shopify admin, and document each one. For each tool, note: whether it uses cookies, what data it collects, which privacy laws apply, and whether your cookie banner properly discloses it. You may discover apps you forgot you installed are still collecting data. Once you have this inventory, prioritize which tools are genuinely driving revenue versus which are "nice to have." This audit also helps you ensure your consent management and cookie banner actually reflect what's happening on your site—a common compliance gap that regulators specifically look for.
Moving Away from Pixel-Based Attribution
As third-party cookies fade, pixel-based conversion tracking becomes less reliable. Google Analytics 4 and other modern analytics platforms are already shifting toward first-party data collection and modeling. Your store will need a new approach to understand which marketing channels drive actual sales. Server-side tracking (also called backend tracking) sends purchase data directly from your store's server to ad platforms like Google Ads and Meta, rather than relying on browser pixels to track users across sites. This method works better without third-party cookies and often provides cleaner data. With Shopify, you can implement server-side pixels through native integrations or apps that pass purchase events directly to your ad accounts. You'll also need to shift toward incrementality testing and multi-touch attribution models that don't rely on following individual users. This might mean accepting that you won't have perfect tracking for every conversion, but you'll have more accurate data that respects privacy and actually complies with regulations.
Preparing for Stricter Cookie Banner Requirements
Your current cookie banner may be compliant today, but requirements are tightening. Regulators are increasingly skeptical of pre-checked consent boxes, vague descriptions of cookie purposes, and cookie banners that make rejecting cookies harder than accepting them. The UK ICO and other privacy authorities have published specific guidance on dark patterns—design tricks that manipulate users into consenting. If your banner has a large green "Accept All" button and a small gray "Reject" link, you're at risk. Start now by reviewing your banner language: Are you clearly explaining what third-party cookies do? Are you separating essential cookies (which don't need consent) from marketing and analytics cookies (which do)? Make rejection as easy as acceptance, and never imply that rejecting cookies limits store functionality if it doesn't. Test your banner across different devices and browsers to ensure it displays correctly. Document your consent records—how many users chose each option, when they consented, and what version of your policy they saw. This documentation protects you if a regulator investigates.