Privacy policy

Introduction

Welcome to Pure Electric Limited's Privacy Policy.

This Privacy Policy explains how Pure Electric Limited (referred to in this policy as "Pure Electric", "we" or "us") uses your personal data when we provide our products and services to you. It also explains your privacy rights and how the law protects you.

Your privacy matters to us and we take responsibility for the personal data we collect and hold about you. We will protect your personal data, only use it for the purposes we collected it for, and always handle it in line with data protection law.

This policy is set out in sections so you can go straight to the part you need:

Important information and who we are
What personal data we collect
How we collect your personal data
How we use your personal data
Marketing
Who we share your personal data with
International transfers
Data security
Retention
Your rights
Cookies and similar technologies
Google Enhanced Conversions

1. Important information and who we are

Contact details of the controller

Pure Electric Limited is the controller of the personal data collected through our website and when we provide our products and services to you.

If you have any questions about how we use your personal data or about this Privacy Policy, including any request to exercise your legal rights, please contact us:

By form: Contact form

By post: Pure Electric Limited, Unit 4 Axis, Hawkfield Business Park, Bristol, United Kingdom, BS14 0BY

Making a complaint

If you have a complaint about how we have used your personal data, you can email us at data.complaints@pureelectric.com. We would appreciate the chance to resolve your concern first.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK regulator for data protection: ico.org.uk.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our practices or to legal or regulatory requirements. When we do, we will update the date below. Changes take effect when published. We encourage you to check this page from time to time.

This Privacy Policy was last updated on 02/10/2026. Previous versions are available on request using the contact details above.

Keeping us updated

It is important that the personal data we hold about you is accurate and current. Please let us know if your details change.

Third-party links

Our website may include links to third-party websites, plug-ins and applications. We are not responsible for how those third parties collect, use or share your personal data. We encourage you to read the privacy policy of every website you visit.

2. What personal data we collect

Personal data means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer the following kinds of personal data about you:

Identity Data: your first name and last name.
Contact Data: your delivery address, billing address, email address and telephone numbers.
Financial Data: partial payment card details only.
Transaction Data: details of payments to and from you, and of products and services you have bought from us.
Technical Data: your internet protocol (IP) address, login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access our website.
Profile Data: your username and password, purchases or orders you have made, your interests, preferences, feedback and survey responses.
Usage Data: information about how you use our website, products and services.
Marketing and Communications Data: your preferences for receiving marketing from us and your communication preferences.

We also use Aggregated Data, such as statistical data. Aggregated Data may be derived from your personal data but is not personal data in law, because it does not directly or indirectly reveal your identity. For example, we may use Usage Data to work out the percentage of visitors who use a particular website feature. If we combine Aggregated Data with your personal data so that it can identify you, we treat it as personal data under this policy.

We do not collect any Special Categories of Personal Data about you (details of your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, health, genetic and biometric data), and we do not collect information about criminal convictions and offences. Please avoid sharing this kind of information with us.

Our website is not intended for children under 16, and we do not knowingly collect data relating to children.

3. How we collect your personal data

Direct interactions: you give us your Identity, Contact, Financial, Transaction, Profile and Marketing and Communications Data when you:

create an account on our website;
submit information through our website;
use the live chat on our website;
buy a product or service from us;
return a product or request a refund;
attend an event organised by us or on our behalf;
sign up to receive marketing or updates from us;
enter a competition, promotion or survey;
give us feedback or make a complaint; or
contact us by any other means, including telephone, email and post.

Automated technologies: as you use our website, we collect Usage Data and Technical Data about your device, browsing actions and patterns. We do this using:

Cookies: small data files placed on your device when you visit a website (see section 11);
Similar technologies: tags, pixels and browser storage that record how you use our website (see section 11); and
Log files: records of activity on our website, including your IP address, browser type, internet service provider, referring and exit pages, and date and time stamps.

Apart from those that are strictly necessary, we only use cookies and similar technologies with your consent (see section 11).

Third parties: some information about you comes from third parties, such as:

Analytics providers, such as Google Analytics and Microsoft Clarity, which analyse Technical and Usage Data from your use of our website;
Advertising partners, such as Meta (Facebook and Instagram) and Google, which tell us when someone who saw or clicked one of our adverts visits our website or buys from us;
Affiliate and price comparison partners, such as Kelkoo and Rakuten Advertising, which tell us when you arrive from their websites and whether you buy; and
Other sellers: if you buy one of our products through a third-party website, we only collect and hold the personal data needed to fulfil your order.

If you do not provide personal data

Where we need personal data by law, or under the terms of a contract with you, and you do not provide it, we may not be able to perform that contract (for example, to supply products or services to you). In that case we may have to cancel your order, and we will tell you at the time.

4. How we use your personal data

Lawful basis

We will only use your personal data when the law allows us to. Most commonly, we use it:

where we need to perform a contract with you;
where we need to comply with a legal or regulatory obligation;
where it is necessary for our legitimate interests (or those of a third party), and your interests and fundamental rights do not override those interests; or
with your consent, for example to send you marketing emails or to use non-essential cookies. You can withdraw your consent at any time.

Purposes for which we use your personal data

Below we describe the ways we use your personal data and the lawful bases we rely on. We may rely on more than one lawful basis for a purpose. Please contact us if you would like details of the specific basis we rely on.

Create an account: to register your account with us.

Type of data: (a) Identity; (b) Contact; (c) Profile; (d) Marketing and Communications.

Lawful basis: Performance of a contract with you.

Manage your account: to administer your account and our relationship with you, including responding to your queries by email, telephone, post or live chat.

Type of data: (a) Identity; (b) Contact; (c) Profile; (d) Marketing and Communications.

Lawful basis: (a) Performance of a contract with you; (b) Necessary for our legitimate interests (to keep our records up to date and to develop our relationship with you).

Purchases: to process payments, charges and fees, and to recover money owed to us.

Type of data: (a) Identity; (b) Contact; (c) Financial; (d) Transaction.

Lawful basis: (a) Performance of a contract with you; (b) Necessary to comply with a legal obligation; (c) Necessary for our legitimate interests (to recover debts due to us).

Delivering products: to process your order and deliver the products or services you ordered.

Type of data: (a) Identity; (b) Contact.

Lawful basis: (a) Performance of a contract with you; (b) Necessary to comply with a legal obligation; (c) Necessary for our legitimate interests (to keep our records up to date).

Refunds, returns and recalls: to manage returns and refunds, including product recalls.

Type of data: (a) Identity; (b) Contact; (c) Financial; (d) Transaction.

Lawful basis: (a) Performance of a contract with you; (b) Necessary to comply with a legal obligation; (c) Necessary for our legitimate interests (to keep our records up to date).

Prize draws, competitions and events: to invite you to take part in a prize draw or competition, or to attend an event hosted by us or on our behalf.

Type of data: (a) Identity; (b) Contact; (c) Profile; (d) Usage; (e) Marketing and Communications.

Lawful basis: (a) Consent; (b) Necessary for our legitimate interests (to engage with you, to understand how customers use our products and services, and to grow our business).

Feedback: to send you surveys and feedback forms about our products and services.

Type of data: (a) Identity; (b) Contact; (c) Profile; (d) Usage; (e) Marketing and Communications.

Lawful basis: Necessary for our legitimate interests (to understand how customers use our products and services, and to improve them).

Research, analysis and website improvement: to measure how our website, products and services perform, including testing different versions of our web pages, and to measure our advertising, including sharing information with third parties who measure adverts on our behalf.

Type of data: (a) Identity; (b) Contact; (c) Financial; (d) Transaction; (e) Profile; (f) Technical; (g) Usage.

Lawful basis: (a) Consent, where we use non-essential cookies or similar technologies (see section 11); (b) Necessary for our legitimate interests (to improve our website and services, to understand our customers, and to inform our marketing strategy).

Administering and protecting our business: including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data.

Type of data: (a) Identity; (b) Contact; (c) Profile; (d) Technical; (e) Usage.

Lawful basis: (a) Necessary for our legitimate interests (running our business, providing administration and IT services, network security, preventing fraud, and in the context of a business reorganisation or group restructuring); (b) Necessary to comply with a legal obligation.

Promoting our business: to make suggestions and recommendations to you about products or services that may interest you, and to show you relevant adverts.

Type of data: (a) Identity; (b) Contact; (c) Marketing and Communications; (d) Profile; (e) Technical; (f) Usage; (g) Aggregated Data.

Lawful basis: (a) Consent; (b) Necessary for our legitimate interests (to understand our customers and to inform our marketing strategy).

Change of purpose

We will only use your personal data for the purposes we collected it for, unless we reasonably consider that we need to use it for another reason that is compatible with the original purpose. If you would like an explanation of how a new purpose is compatible, please contact us.

If we need to use your personal data for an unrelated purpose, we will tell you and explain the lawful basis that allows us to do so. We may process your personal data without your knowledge or consent where this is required or permitted by law.

5. Marketing

You choose whether to receive marketing from us. When you visit our website or make a purchase, you can opt in to hear about our latest products and offers by email or SMS.

If you opt in, we use your Identity, Contact, Technical, Usage, Profile and Aggregated Data to send you details of products, services and offers that may be relevant to you.

You can opt out at any time through your account settings, by clicking "unsubscribe" in any email, by replying STOP to any SMS, or by contacting us. Opting out does not stop messages we need to send you about a product or service you have bought, such as order updates, warranties or recalls.

Our adverts on other websites

We advertise online so that it is easy for you to find us. Where you have accepted marketing cookies, we and our advertising partners may use them to show you relevant adverts. You can change your choice at any time using the "Cookie preferences" link in our website footer, and you can manage the adverts you see on each platform:

Meta (Facebook and Instagram): facebook.com/adpreferences
Google: myadcenter.google.com
Microsoft (Bing): account.microsoft.com/privacy/ad-settings

6. Who we share your personal data with

We treat your personal data as confidential. We do not sell your personal data. We share it with third parties who provide services to us where this is needed to run our business and deliver our products and services to you.

We only allow these service providers to use your personal data for specified purposes and in line with our instructions, and we require them to keep it secure and to comply with data protection law. Where a provider processes your personal data on our behalf, we check that appropriate safeguards are in place.

Our key service providers are listed below (this is not a complete list). We recommend reading their privacy policies.

Hosting our online store

Shopify: our store is hosted on Shopify, which provides the e-commerce platform we use to sell to you. See Shopify's Terms of Service and Privacy Policy.

Processing payments

Shopify: if you pay through a direct payment gateway, Shopify stores your card and transaction data only for as long as needed to complete your purchase.
Klarna: if you choose a Klarna payment option, we share some of your information with Klarna so it can assess your eligibility and offer you payment options. See Klarna's Privacy Policy.

Customer service

Zendesk and Nicereply: we use these to manage and follow up customer queries, which are kept in line with our retention policy. See Zendesk's Privacy Policy and Nicereply's Privacy Policy.
Intercom: provides the live chat on our website. See Intercom's Privacy Policy.
RingCentral: runs our phone system. We record all inbound and some outbound calls, and the system tells you whether your call is being recorded. RingCentral keeps recordings for 90 days before they are moved to our own server. See RingCentral's Privacy Notice.

Delivery

TNT, Parcelforce, Royal Mail, parcelLab and Whistl: we share the order details they need to deliver your scooter and other purchases, and to send you delivery updates. See, for example, TNT's Privacy Policy and Whistl's Privacy Policy.

Email and SMS marketing

Klaviyo (email) and Attentive (SMS and email): send our marketing messages to people who have opted in, and, where you have accepted marketing cookies, record how you use our website so our messages are relevant.

Analytics, testing and advertising

Google (Analytics and Ads), Microsoft Clarity and Elevar: help us measure how our website and adverts perform. Elevar sends website and order events to Google and Meta on our behalf.
Intelligems: lets us test different versions of our web pages to see which works better.
Meta: helps us measure and show our adverts on Facebook and Instagram.
Kelkoo and Rakuten Advertising: affiliate and price comparison partners, who record when you arrive from their websites and whether you buy.

Reviews and surveys

Yotpo and Trustpilot: collect and display product and company reviews.
Zigpoll: runs short surveys on our website.

We may also share your personal data:

where we are legally required to, for example under a court order;
to prevent and detect crime, including sharing with tax authorities and law enforcement agencies;
in connection with legal proceedings, to obtain legal advice, or to establish, exercise or defend legal rights;
to protect your vital interests (for example, if you are taken ill on our premises); and
with third parties to whom we may sell, transfer or merge parts of our business or assets, or with businesses we acquire or merge with.

7. International transfers

Some of our service providers are based, or process data, outside the UK and the European Economic Area (EEA). When we transfer your personal data outside the UK or EEA, we make sure it receives a similar level of protection by using at least one of the following safeguards:

transferring it only to countries that the UK government or the European Commission has decided provide an adequate level of protection;
using approved contracts, such as the UK International Data Transfer Agreement or the UK Addendum to the European Commission's Standard Contractual Clauses; or
for providers in the United States, relying on their certification under the EU-US Data Privacy Framework and its UK Extension.

Please contact us if you would like more information about the safeguards we use.

8. Data security

We have appropriate security measures in place to prevent your personal data from being accidentally lost, used, accessed without authorisation, altered or disclosed. We limit access to your personal data to employees, agents, contractors and other third parties who need it for business purposes. They only process your personal data on our instructions and are subject to a duty of confidentiality.

We have procedures to deal with any suspected personal data breach, and we will notify you and the relevant regulator where we are legally required to.

9. Retention

We only keep your personal data for as long as reasonably necessary for the purposes we collected it for, including to meet legal, regulatory, tax, accounting or reporting requirements. To decide how long to keep it, we consider the amount, nature and sensitivity of the data, the risk of harm from unauthorised use or disclosure, why we process it and whether we can achieve that by other means, and the legal requirements that apply.

Generally, we keep your personal data for as long as you have an account with us and for five years after you close it, or for five years from your last order if you do not have an account. We may keep it for longer where the law requires us to, or where we need it for a legal claim or to deal with an ongoing query or complaint.

10. Your rights

We comply with the UK GDPR and, where they apply, other privacy laws such as the EU GDPR, the California Consumer Privacy Act (CCPA) and Brazil's LGPD. Within certain legal limits, you have the right to:

be informed about how we use your personal data (which we do in this policy);
access the personal data we hold about you;
have your personal data corrected if it is incorrect, incomplete or inaccurate;
ask us to erase your personal data, and close your account, in certain circumstances;
ask us to restrict how we use your personal data in certain circumstances;
receive your personal data, including your orders, in a commonly used electronic format, or have it transferred to another provider;
object to our use of your personal data;
not be subject to decisions made solely by automated means, and to ask for human review; and
withdraw your consent at any time where we rely on it, for example for marketing or for non-essential cookies.

To exercise any of these rights, please use our contact form or write to us at the address in section 1.

No fee usually required

You will not usually have to pay a fee to exercise your rights. We may charge a reasonable fee, or refuse your request, if it is clearly unfounded, repetitive or excessive.

What we may need from you

We may ask for information to confirm your identity before we respond. This is a security measure to make sure personal data is not disclosed to anyone who has no right to receive it. We may also contact you to ask for more information to help us respond more quickly.

Time limit to respond

We aim to respond to all valid requests within one month. If your request is particularly complex or you have made several requests, it may take longer, in which case we will let you know and keep you updated.

11. Cookies and similar technologies

Cookies are small data files placed on your device when you visit a website. They let the website recognise your device and remember information about your preferences and previous actions. We also use similar technologies, such as tags, pixels and your browser's local storage. We group them into four categories:

Strictly necessary: essential for the website to work, for example to keep items in your basket, check out and remember your cookie choices. These do not need your consent.
Analytics: help us understand how visitors use our website so we can improve it, including testing different versions of our pages. Microsoft Clarity may also record how you interact with our pages, such as clicks and scrolling.
Preferences: remember choices you make so your visit is more personal to you.
Marketing: help us and our partners show you relevant adverts and messages, limit how often you see them, and measure how well our campaigns perform.

We only use analytics, preferences and marketing cookies and similar technologies once you have given your consent. When you first visit our website you will be asked to choose, and you can change your choice at any time using the Cookie preferences link in our website footer.

You can also control cookies through your browser settings, including blocking or deleting them. Blocking some cookies may affect how our website works.

Cookies we use

Provider	Cookies	Category	Purpose	Duration
Shopify	localization, cart, cart_currency, _shopify_essential	Strictly necessary	Remember your country and currency, hold your basket, and keep the store and checkout working securely	Up to 1 year
Pure Electric (via Elevar)	_n_e_c_	Strictly necessary	Remembers your cookie choices	1 year
Shopify	_shopify_analytics, shopify_client_id	Analytics	Help us understand how our store is used	1 year
Google Analytics	_ga, _ga_7YLM5BYXSS	Analytics	Distinguish visitors and visits to measure how our website is used	Up to 400 days
Microsoft Clarity	Set by Clarity	Analytics	Records how you interact with our pages, such as clicks and scrolling	Up to 1 year
Intelligems	ig-id, ig-fv, ig-pv, ig-vars, ig-location	Analytics	Show you a consistent version of a page while we test changes	Up to 1 year
Shopify	_shopify_marketing	Marketing	Marketing data for our store	1 year
Meta (Facebook)	_fbp	Marketing	Measure and show our adverts on Facebook and Instagram	90 days
Elevar	__obref	Marketing	Records which advert or link brought you to our website	1 year
Klaviyo	__kla_id	Marketing	Links your visit to our email marketing so messages are relevant	Up to 400 days
Attentive	_attn_, __attentive_id, __attentive_cco, __attentive_session_id, __attentive_pv, __attentive_dv, __attentive_ss_referrer	Marketing	Link your visit to our SMS and email marketing	From the session up to 390 days
Kelkoo	kk_leadtag	Marketing	Records when you arrive from Kelkoo's price comparison website	1 year
Intercom	intercom-id-, intercom-device-id-, intercom-session-*	Preferences	Keep your live chat conversation available as you browse	Up to 270 days

Some of our partners, including Google, Meta, Microsoft, Klarna, Trustpilot, Yotpo, Zigpoll and Rakuten Advertising, may also set cookies on their own domains, under their own privacy and cookie policies. We review this list regularly and update it when we change the tools we use.

For more information about cookies, see the ICO's guidance on cookies and similar technologies.

12. Google Enhanced Conversions

Where you have accepted marketing cookies, we send Google a securely hashed (scrambled) version of certain first-party data, such as your email address, when you buy from us. This helps us measure how well our adverts perform. Find out more about Enhanced Conversions.