Your information

Privacy notice

This notice explains what personal information FlipFlop collects through theflipflop.shop, why we use it, who we share it with, and the choices you have.

Last updated: 14 October 2026

How we use your information

PurposeInformationLawful basis
Optional website analyticsAfter you accept analytics, analytics tags may collect page/device interactions. FlipFlop also records Playbook build views, selected cases/components, cart additions, chosen delivery mode and checkout starts, linked by a random pseudonymous ID that lasts only for the browser tab session. First-party journey events are deleted after 90 days and do not include names, contact details, addresses or payment information.Consent. Reject or withdraw through Change cookie choice without losing shopping functionality.
Public purchase activityPurchased machine name, recorded paid total, purchase time, public product link and an allowlisted component snapshot. Purchase notifications use a generic customer label unless the purchase record includes explicit consent to show a first name and surname initial. They never publish your full surname, address, email, payment reference or private order reference.Our legitimate interest in showing genuine purchases and helping visitors understand our machines. You may object; we assess privacy impact and the circumstances of your purchase.
Accounts and sign-inName, email address, account credentials, and sign-in provider details.Contract, and our legitimate interest in keeping accounts secure.
Orders, delivery, and supportContact and address details, order and build records, component serials, messages, portal activity, courier events, warranty and support history.Contract and legal obligation, including tax, accounting, and consumer-law requirements.
Payments and fraud preventionPayment status, transaction references, and fraud-prevention signals. Card details are collected by Stripe, not stored by FlipFlop.Contract, legal obligation, and our legitimate interest in preventing fraud.
Saved builds and site operationSaved configurations, cart contents, session information, device/browser information, IP address, and technical logs.Contract and our legitimate interest in providing, securing, and improving the service.
Delivery evidence and claimsBuild, packing and parcel photographs or video, declared value, tracking, delivery evidence and claim correspondence.Contract, legal obligation, and our legitimate interests in safe fulfilment and resolving delivery claims.
Recommendations and AI-assisted servicesBuild requirements, configuration choices and the minimum customer context needed for the requested recommendation or setup service.Contract or steps at your request before contract, and our legitimate interest in providing explainable support. Consent where required for an optional use.
MarketingEmail address, your express consent and the status and dates for confirming or withdrawing your optional newsletter subscription. We store the subscription in an internal list so we can honour your choices; unconfirmed addresses are not subscribed.Consent. Newsletter signups are confirmed by email; you can unsubscribe using the link provided in newsletter emails or contact us to withdraw consent.

Who we are

[Sole trader's full legal name required before taking orders], trading as FlipFlop, is the controller of the personal information described in this notice. Our geographic address is shown in the Business details page. If you have a privacy question or want to exercise a data protection right, email mac@theflipflop.shop.

Information we receive

We receive information you give us when you create an account, sign in with Google or GitHub, save or configure a build, place an order, request support, or contact us. We also receive transaction information from payment providers and routine technical information when you use the site.

If you buy through eBay or another marketplace, we receive the identity, contact, delivery, order and message information the marketplace supplies so we can fulfil the contract, provide support and create or securely link your build portal. The marketplace remains responsible for its own processing.

If you use a third-party sign-in service, that provider may send us basic profile and account information in line with the permissions shown during sign-in. Their own privacy notice also applies to their processing.

Who we share information with

We share only what is reasonably necessary with service providers that help us run the shop, such as Stripe for payments, hosting and infrastructure providers, Google or GitHub when you use their sign-in option, email providers, couriers and insurers for delivery, approved AI/LLM providers where needed for a requested feature, and professional advisers where needed.

We may also disclose information where required by law, to protect customers or the business, or as part of a sale or reorganisation of the business. We do not sell your personal information.

Hermes, recommendations and uploads

Hermes sends the question you submit and recent conversation context to our support service, which may use the configured AI/LLM provider to produce a grounded response. Build recommendations also use the workload, budget and configuration choices you provide. Do not enter passwords, card details or sensitive personal information into the chat. General chat does not authenticate you or grant access to private order facts; use your signed-in portal for those.

If you submit photographs, a system report or support evidence, provide only material relevant to the request. Remove unrelated documents, visible personal information and secrets where possible. A system report or screenshot can contain device names, installed software or account information. We use submitted material for the assessment, fulfilment or support purpose, not as automatic permission to publish it in our journal or social channels.

Purchase notifications and public build pages

We may show a genuine recent live purchase, the recorded amount paid and a link to the machine or a public purchased-configuration snapshot. The notification feed covers recent qualifying purchases; a linked product or snapshot page may remain accessible after the notification stops appearing. Snapshots are excluded from our sitemap and marked not to be indexed, but they are public links, not private account pages.

We do not include customer contact details, payment identifiers or private order references in this purchase feed. A distinctive configuration, price or time could still be recognisable to someone who already knows about a purchase. Contact us to object or request that activity relating to your purchase is reviewed for removal. We can retain underlying order records where required for the contract or legal obligations.

A separate legacy activity/globe service can process a shipping address through OpenStreetMap Nominatim or a sign-in IP address through ip-api.com to obtain location information. Its older public feed can include a first name and surname initial, activity time and location data. This is separate from the current purchase notification, which does not need geocoding. Contact us if you want to object to identifiable activity being displayed.

International transfers

Some providers may process information outside the UK. Where UK data protection law treats this as a restricted transfer, we use an applicable adequacy regulation or appropriate contractual and organisational safeguards. Contact us if you would like more information about the safeguards relevant to your information.

How long we keep information

We keep personal information only as long as needed for the purpose collected. Account and saved build information is generally kept while your account remains active. Order, payment, warranty, and support records may be kept longer where needed to provide support, resolve disputes, and meet tax, accounting, fraud-prevention, and legal obligations. Technical logs and abandoned browser sessions are kept for shorter periods unless needed for security or an investigation. The retention period depends on the purpose, applicable record-keeping requirements, outstanding warranty/support work, disputes and security needs; closing an account does not automatically erase records we are legally required to retain. Contact us for the retention criteria applicable to a particular record or to request erasure.

Your rights

Depending on the circumstances, you may ask for access to your information, correction, erasure, restriction, or a portable copy. You may also object to processing based on legitimate interests and withdraw consent at any time. Some rights have legal limits, and we may need to verify your identity before acting on a request.

Your right to objectYou have the right to object to processing based on our legitimate interests. You always have the right to object to direct marketing.

Please contact us first so we can help. You also have the right to complain to the UK Information Commissioner's Office at ico.org.uk.

We normally respond to a data-rights request within one month. If a lawful extension is needed because of complexity or the number of requests, we explain that within the initial month. You do not need to make a complaint to us before contacting the ICO.

Browser storage and cookies

The site uses essential browser storage to keep you signed in, remember your cart, retain saved configuration choices, complete checkout and remember your privacy choice. Payment and sign-in providers may set their own essential cookies when you use those services. Google Tag Manager and optional analytics tags load only after you accept analytics. See the cookie notice to change your choice.

Information you must provide and automated assistance

We need the contact, delivery, payment-status and order information required to enter and fulfil a contract. Without it, we may be unable to accept or deliver an order. Optional profile, personalization and marketing information is identified separately.

Automated tools may help classify requirements, compare compatible components or draft an explanation. They do not independently decide payment eligibility, statutory rights, warranty outcomes or whether a customer may obtain credit. You can ask for human review of a recommendation.

Security and children

We use appropriate technical and organisational measures to protect personal information, but no internet service can guarantee absolute security. Please use a strong, unique password and tell us promptly if you think your account has been compromised.

FlipFlop is not directed at children, and we do not knowingly collect personal information from children who cannot lawfully provide it. Please contact us if you believe a child has provided us with personal information.

Changes to this notice

We may update this notice when our services or legal obligations change. We will publish the new version here and change the date shown above; material changes may also be communicated directly where appropriate.