Online shopping has seen significant growth, but consumer trust remains a major challenge. Despite optimistic forecasts, many consumers are hesitant to share personal information online due to privacy concerns. This lack of trust is primarily due to the perception that web merchants lack control over how personal data is used. Consumers feel they have little control over the access web merchants have to their personal information during online navigation. This concern over privacy spans environmental control and secondary use of information. Environmental control refers to the consumer's ability to control the actions of a web vendor, which directly affects their perception of online shopping security. Consumers fear that web providers may misuse their personal information, especially for secondary use, such as selling data to third parties. Unlike traditional retail environments, where consumers have limited choices, online privacy concerns significantly influence their willingness to engage in online transactions. Research indicates that consumers expect complete control over their personal information and support new laws to protect their privacy. However, many web providers fail to inform consumers about how their data will be used, leading to distrust. Over 95% of web users have declined to provide personal information when asked, and many fabricate data to avoid sharing it. The key to restoring consumer trust is to establish a clear, transparent relationship between web providers and consumers. This involves ensuring that consumers have control over their personal information and that web providers are transparent about data usage. Trust is essential for building profitable online relationships, and achieving this requires a shift towards cooperative interactions and consumer-centric data practices. Ultimately, a more consumer-oriented approach to information privacy can lead to valuable online relationships that benefit both consumers and businesses.Online shopping has seen significant growth, but consumer trust remains a major challenge. Despite optimistic forecasts, many consumers are hesitant to share personal information online due to privacy concerns. This lack of trust is primarily due to the perception that web merchants lack control over how personal data is used. Consumers feel they have little control over the access web merchants have to their personal information during online navigation. This concern over privacy spans environmental control and secondary use of information. Environmental control refers to the consumer's ability to control the actions of a web vendor, which directly affects their perception of online shopping security. Consumers fear that web providers may misuse their personal information, especially for secondary use, such as selling data to third parties. Unlike traditional retail environments, where consumers have limited choices, online privacy concerns significantly influence their willingness to engage in online transactions. Research indicates that consumers expect complete control over their personal information and support new laws to protect their privacy. However, many web providers fail to inform consumers about how their data will be used, leading to distrust. Over 95% of web users have declined to provide personal information when asked, and many fabricate data to avoid sharing it. The key to restoring consumer trust is to establish a clear, transparent relationship between web providers and consumers. This involves ensuring that consumers have control over their personal information and that web providers are transparent about data usage. Trust is essential for building profitable online relationships, and achieving this requires a shift towards cooperative interactions and consumer-centric data practices. Ultimately, a more consumer-oriented approach to information privacy can lead to valuable online relationships that benefit both consumers and businesses.