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A network combining the expertise of retail leaders, brands, consultants, academic advisors, and organisations of all kinds.

Together, we are guiding the retail industry towards adopting more respectful technology by putting customers and their digital rights at the centre.

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Panel Discussion Gijón ECAECA Panel Discussion mobile photo

What happens to our privacy and security when we interact with AI applications? How can we consent to the use of our personal data? How can businesses provide a trustworthy environment that is respectful of personal data?

The Ethical Commerce Alliance (ECA) was created in early 2022 to answer these questions. A human-centred industry network, the ECA was established with Empathy.co as the founding partner.

Devoted to creating search and discovery experiences for eCommerce, Empathy.co started to question transparency, and implement ways to uphold privacy, ensuring respectful and ethical practices within the retail industry.

From this ethical breeding ground, Empathy.co, a company devoted to creating search and discovery experiences for ecommerce, started to explore their responsibility beyond the company boundaries. Based on the values of trust, understanding, and joy,

Empathy.co started to question transparency, uphold privacy, and ensure respect of data and the people it belongs to within the retail industry.

As humans, we are all connected by the drive to create respectful businesses and respectful technology.

We set ethical values atop every retail agenda because we believe ethical values are not a luxury but a necessity to sustain a healthy, thriving economy and society. ​​​​

So, we need to guide the retail industry towards adopting more respectful technology by putting customers and their digital rights at the centre.

Carissa Veliz Panel Discussion Ethical Commerce Alliance
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Are you willing to accept the challenge?

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Our guidelines

Our general guidelines foster digital trust and ethical values, specifically for AI-powered online commerce.

Read the manifesto

Meet the team

Reach out to

Elizabeth Bartholf Ethical Commerce Alliance

Borja Santaolalla

Responsible AI Advisor
Elizabeth Bartholf Ethical Commerce Alliance

Beatriz García

Events Specialist
Elizabeth Bartholf Ethical Commerce Alliance
Contact us

Our members and partners