Privacy Policy

Effective date: 12 July 2026

Morvo Ltd ("Morvo", "we", "our", or "us") is committed to protecting privacy and handling data transparently and responsibly. This Privacy Policy explains how we collect, use, store, and protect information when you visit our website or use the Morvo service. This Privacy Policy applies to businesses that use the Morvo service and to visitors of our website.

1. Who We Are

Morvo Ltd is a company registered in England and Wales.

Registered office:

Jactin House
24 Hood Street
Ancoats
Manchester
M4 6WX
United Kingdom

Contact: support@morvo.co.uk

For the purposes of UK and EU data protection law, Morvo Ltd is the data controller for information described in this policy unless stated otherwise.

2. Overview: How Morvo Handles Data

In plain English:

• Morvo does not intentionally collect or store personal data about individual shoppers
• Chat messages are processed by our servers and stored against random session identifiers; the full conversation view, including product cards, stays in the shopper's browser
• All tracking is first-party, anonymised, and used only for product analytics
• Client account data is limited to what is required to operate the service
• Anonymised, aggregated usage data helps make Morvo smarter over time; no business's individual data is ever visible to another business
• We do not sell data, use it for advertising, or create user profiles

3. Information We Collect

3.1 Client Account Information

When a business creates a Morvo account, we may collect:

• Company name
• Contact name
• Account email address
• Billing address (if provided)
• Subscription and plan information

This information is used solely to manage accounts, provide support, and administer billing.

3.2 Storefront & Usage Data (Anonymised)

When Morvo is installed on a website, it processes limited, anonymised technical data to operate correctly, including:

• Anonymous session identifiers
• Aggregated usage metrics
• Product references and interaction timestamps
• High-level site identifiers (e.g. shop domain)

This data:

• Is not linked to identifiable individuals
• Is used only for analytics, service improvement, and revenue attribution
• Is not shared externally or used for advertising

3.3 Conversations

• The text of chat messages (questions and replies) is stored securely against a random session identifier so merchants can see how their assistant is performing; it is never linked to a shopper's identity
• The full conversation view, including product cards and history, is stored in the shopper's own browser
• Starting a new chat or clearing browser data removes conversations from the device

3.4 Purchase Attribution (the Morvo Pixel)

To show merchants how effective the assistant is, Morvo attributes completed purchases back to the shopper sessions that interacted with it. At checkout, Morvo processes a minimal set of order data:

• The order identifier
• The order total and currency
• The anonymous technical attribution values Morvo itself set earlier in the session (an anonymous session identifier, the assigned experiment group, and whether the session interacted with Morvo)

How this is captured depends on the store's platform:

• On Shopify stores using the Morvo app, it is captured by a Shopify web pixel that reads the checkout_completed event.
• On non-Shopify (directly integrated) stores, the same values are captured by Morvo's own first-party purchase tracking at the order-confirmation step.

In both cases:

• Morvo does not read the customer's name, email address, phone number, or shipping/billing address, and does not access the store's Customers or Orders records.
• This is strictly necessary, first-party data used only to operate the revenue-attribution analytics the merchant has chosen to enable. It is not marketing, advertising, retargeting, or the sale of data, and it is not gated behind a marketing or advertising consent banner.
• The legal basis is the legitimate interest of Morvo and the merchant in measuring the performance of a service the merchant has deliberately deployed, and/or performance of our contract with the merchant.
• The data is linked only to an anonymous session, never to an identifiable individual, and is deleted when the merchant uninstalls Morvo or on a verified data-deletion request.

This is consistent with the strictly-necessary basis for Morvo's cookies and local storage described in Section 5.

3.5 Service Improvement

We use the anonymised usage data described in Section 3.2 to maintain and improve the Morvo service. Where data from more than one store contributes to an improvement, it is first aggregated and anonymised so that no individual shopper and no individual business can be identified or inferred. No business's individual data, product performance, or commercial information is shared with, or visible to, any other business.

3.6 Self-Serve Preview ("See Morvo on your store")

When you request a private preview of Morvo on your own store, we fetch your store's publicly available product listings (names, prices, images and links) and hold a copy so the preview can run. We do not access your store admin, your customers, or any order data. Preview access ends after 7 days (or longer where we extend it at your request) and the imported catalogue copy is deleted within a further 7 days. We keep a record of your request (store address, email address and the IP address it was made from) and aggregate usage statistics from the preview, and you can delete your preview and its data at any time from the manage link in your preview emails.

The preview request form records what you type as you type it (your store address and, where entered, your email). If you do not submit the form, that partial record is kept only so we can understand where people drop off. It is never used to contact you and is never shared with our marketing tools. You can ask us to delete it at any time via support@morvo.co.uk.

4. AI & Automated Processing

Morvo uses large language models to generate responses within the chatbot.

• Some AI service providers may operate outside the UK or EU
• Only non-identifying inputs are sent, such as:
  • product data provided by the merchant
  • the user's current query
• Morvo does not intentionally send personal data to AI models

AI is used solely to generate responses and does not make decisions that produce legal or similarly significant effects on individuals.

5. Cookies & Local Storage

Morvo uses first-party cookies and local storage that are strictly necessary for the service to function.

These may include:

• Anonymous session identifiers
• Timestamps for product recommendation interactions
• Technical values used for attribution and analytics

Cookies are used to:

• Maintain session continuity
• Measure Morvo-assisted and Morvo-influenced revenue
• Produce aggregated usage insights

Cookies are not used for:

• Cross-site tracking
• Advertising or retargeting
• Personal identification or profiling

A cookie notice is displayed on our website in accordance with applicable law.

5.1 Cookies on morvo.co.uk (our own website)

Our own website shows a consent banner to all visitors, wherever they are, with accept all, decline all and customise options given equal prominence. Non-essential cookies are set only after you consent to their category, and you can change your choice at any time by clearing your browser data for this site. The cookies used are:

These website cookies are separate from the assistant cookies described above, which appear only on merchants' storefronts. Analytics and marketing cookies never fire before consent; declining leaves the website fully usable.

6. Payments

Subscription payments are processed by third-party payment providers.

Morvo:

• Stores only subscription references and status information
• Does not store bank account numbers, card details, or payment credentials

All payment data is handled securely by our payment provider in accordance with their own compliance obligations.

7. Data Storage & Security

We implement appropriate technical and organisational measures designed to protect data against unauthorised access, loss, misuse, or alteration.

Access to customer data is restricted to authorised personnel and systems on a need-to-know basis.

Morvo uses secure infrastructure and industry-standard safeguards to protect data.

8. Data Retention

We retain information only for as long as necessary to:

• Provide and improve the service
• Meet contractual obligations
• Comply with legal and regulatory requirements

Analytics data is retained in aggregated or anonymised form wherever possible.

9. Data Sharing

Morvo does not sell personal data.

We may share limited information with trusted service providers who support our operations (for example, hosting, analytics, or billing), under contractual obligations to protect confidentiality and security.

We do not share data for advertising or marketing purposes.

10. Your Rights

Where applicable under UK and EU data protection law, you may have rights to:

• Access the personal data we hold about you
• Request correction or deletion
• Object to or restrict processing
• Request data portability

Requests can be made by contacting: support@morvo.co.uk

11. International Transfers

Some service providers may process data outside the UK or EU. Where this occurs, we take steps to ensure appropriate safeguards are in place in line with applicable data protection laws.

12. Changes to This Policy

We may update this Privacy Policy from time to time. The latest version will always be available on our website, with the effective date shown at the top.

13. Contact Us

If you have any questions about this Privacy Policy or how Morvo handles data, please contact:

Email: support@morvo.co.uk
Company: Morvo Ltd