Zero-party data
Zero-party data is information a customer intentionally and proactively shares — preferences, intent, and goals — as opposed to data inferred by tracking.
What it means
When a shopper tells you their skin type, their budget, or who they’re buying for, that’s zero-party data — declared, not observed. It differs from first-party data, which a business collects by watching behavior on its own channels, and from third-party data, which is bought from outside.
Why it’s powerful
Declared data is accurate and consented by definition, which matters as tracking-based signals decline. Conversation is a natural way to collect it: shoppers share preferences freely when it helps them find the right product.
“Sensitive skin, vegetarian, budget around ₹3,000” — three declared facts that make every following recommendation sharper.
MerchantIQ’s conversations surface zero-party data with the shopper’s consent, then use it to recommend better and feed your commerce intelligence.
Zero-party data, in brief.
What’s the difference between zero-party and first-party data?
Zero-party data is proactively shared by the customer (preferences, intent). First-party data is collected by the business from its own channels (behavior, transactions).
Is zero-party data more privacy-friendly?
Generally yes — it’s explicitly provided and consented, rather than inferred from tracking.
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