E-commerce is all present occurrence in today's world created as a result of the development of the internet or more precisely as a result of the development of digital ways of doing business and also parallel development of data collection and analysis over the internet. For the long time information has presented the main basis of growth and market advantages for organizations along with the speed and timeliness of the internet allowing e-traders to accurately measure their impacts and strategies. Direct marketing and personalized products are the leading forces behind e-commerce and the information about users makes for distinct market advantage. Legal obstacles present in the early history of e-commerce are solved thanks to the adjustments of laws and harmonization of regulations on the transnational level. In current times, the more pressing question is one of ethical nature regarding the collection and analysis of user data. E-traders collect data on a massive scale and often include third parties along and expand the scope of tracking over the whole internet. Many users are often not aware of the level of tracking and do not approve of such regardless statements made from e-traders that such data is used exclusively for experience improvement. To improve and more clearly define the rights of citizens regarding the question of data protection European Union created General data protection regulation that defines in detail rights of citizens and obligations of organizations that wish to collect data. Considering that the personal data has a direct impact on citizens' privacy it is an ethical responsibility of organizations to invest adequate effort in securing personal data and to be transparent in collecting and analyzing the same data. Consumer education about their rights and operating business in accordance with business ethics is the basis for the healthy development of the internet and e-commerce.