RESEARCH ON USER PRIVACY PROTECTION STRATEGIES OF E-COMMERCE PLATFORMS

The digital age, e-commerce platforms can accurately capture users' consumption habits, browsing history, geographic location, and other personal information through big data, artificial intelligence and other technical means, thereby providing users with a personalized shopping experience. However, behind this convenience, there are also huge privacy risks. Once a user's personal information is improperly used or leaked, it will not only lead to the infringement of personal privacy rights but may also lead to serious consequences such as identity theft and financial fraud, causing huge economic losses and psychological pressure on users. This paper deeply explores the current status of user privacy protection on e-commerce platforms and the main problems it faces and proposes multi-dimensional solutions, including improving laws and regulations, strengthening technical means, enhancing user privacy protection awareness, and optimizing rights protection channels. Only through the multi-party collaboration and continuous improvement of e-commerce platforms, users, and regulatory agencies can a solid privacy protection system be built to effectively deal with the risk of privacy leakage and promote the healthy development of the e-commerce industry.