Privacy policy

Last updated: 22 July 2026

West London Bakeries Ltd, trading as Little Cake Co, operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the “Services”).

Little Cake Co is powered by Shopify, which enables us to provide the Services to you.

This Privacy Policy explains how we collect, use and disclose your personal information when you visit, use or make a purchase or other transaction using the Services, or otherwise communicate with us.

If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy will control in relation to the collection, processing and disclosure of your personal information.

Please read this Privacy Policy carefully. By using or accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand how your information is collected, used and disclosed as described below.

Personal Information We Collect or Process

When we use the term “personal information”, we mean information that identifies you or can reasonably be linked to you or another person.

Personal information does not include information that has been collected anonymously or de-identified so that it cannot identify or reasonably be linked to you.

Depending on how you interact with the Services, where you live and what is permitted or required by applicable law, we may collect or process the following categories of personal information, including inferences drawn from that information:

Contact details, including your name, address, billing address, delivery address, telephone number and email address.
Financial information, including credit or debit card details, financial account information, transaction details, method of payment, payment confirmation and other payment details.
Account information, including your username, password, security questions, preferences and settings.
Transaction information, including products that you view, place in your basket, add to a wishlist, purchase, return, exchange or cancel, and information about your previous transactions.
Communications with us, including information that you provide when contacting us, such as when making a customer-service enquiry.
Device information, including information about your device, browser or network connection, your IP address and other unique identifiers.
Usage information, including information about how and when you interact with, use or navigate the Services.

Sources of Personal Information

We may collect personal information from the following sources:

Directly from you, including when you create an account, visit or use the Services, place or begin an order, communicate with us or otherwise provide us with your personal information.
Automatically through the Services, including from your device when you use our products or services, visit our website or interact with our emails, and through cookies and similar technologies.
From our service providers, including where we engage them to provide technology or other services and they collect or process personal information on our behalf.
From our business, marketing or advertising partners and other third parties.

How We Use Your Personal Information

Depending on how you interact with us and which Services you use, we may use your personal information for the following purposes.

Providing, Tailoring and Improving the Services

We use your personal information to provide the Services and perform our contract with you. This includes:

Processing payments.
Fulfilling and delivering orders.
Sending service notifications relating to your account or orders.
Processing purchases, returns, exchanges and other transactions.
Creating, maintaining and managing your account.
Remembering your preferences and products in which you have shown an interest.
Arranging delivery and facilitating returns or exchanges.
Enabling you to submit reviews.
Recommending products related to your purchases.
Tailoring, maintaining and improving the Services and your shopping experience.

Marketing and Advertising

We use your personal information for marketing and promotional purposes, including sending marketing and promotional communications by email and showing you online advertisements. These advertisements and communications may be informed by products that you have previously viewed, purchased or added to your basket.

Where you have provided your email address while placing or beginning an order, and where the applicable legal requirements are met, we may send you emails reminding you about items left in your basket and about Little Cake Co’s own similar products and services.

We carry out this processing on the basis of our legitimate interests in promoting and developing our business and, where applicable, in accordance with the soft opt-in provisions of the UK Privacy and Electronic Communications (EC Directive) Regulations 2003.

You can opt out:

When entering your details at checkout, by unticking the marketing checkbox.
At any later time, by selecting the unsubscribe link included in every marketing email we send.
By contacting us using the details provided in the Contact section below.

If you opt out of marketing, we may still send you non-promotional service communications that are necessary in connection with your account, enquiries, purchases, deliveries or other transactions.

Security and Fraud Prevention

We use your personal information to authenticate your account, provide a secure payment and shopping experience and detect, investigate or take action concerning possible fraudulent, illegal, unsafe or malicious activity.

We may also use your information to protect public safety and secure our website, systems and Services.

If you register an account, you are responsible for keeping your account credentials secure. You should not share your username, password or other access details with anyone else.

Communicating With You

We use your personal information to:

Provide customer support.
Respond to your enquiries or requests.
Provide effective services.
Communicate with you about purchases, deliveries or your account.
Maintain our business relationship with you.

Legal and Regulatory Reasons

We may use your personal information to:

Comply with applicable laws and legal obligations.
Respond to valid legal processes, including requests from law-enforcement authorities or government agencies.
Investigate or participate in civil disclosure, potential or actual litigation or other legal proceedings.
Enforce or investigate possible breaches of our terms, policies or legal rights.
Protect or defend our Services, business, customers and other individuals.

How We Disclose Personal Information

In certain circumstances, we may disclose personal information to third parties for legitimate purposes and subject to this Privacy Policy. These circumstances may include:

With Shopify, our vendors and other service providers that perform services on our behalf, including IT management, payment processing, data analytics, customer support, cloud storage, order fulfilment and delivery.
With business, advertising and marketing partners that help us provide marketing services and advertise our products.
Where you direct or request us to disclose information, or otherwise consent to the disclosure, such as when arranging delivery or using social-media widgets or login integrations.
With our affiliates or other members of our corporate group.
In connection with a business transaction such as a merger, acquisition, restructuring, administration or sale of assets.
To comply with applicable legal obligations, including responding to court orders, search warrants, subpoenas or similar requests.
To enforce our applicable terms, policies or legal rights.
To protect or defend the Services, our rights and the rights of our customers, users or other people.

For example, we use Shopify to support personalised advertising through third-party services based on online activity across different merchants and websites.

Our business and marketing partners process information in accordance with their own privacy notices. Depending on where you live, you may have the right to object to or opt out of the use or disclosure of your information for targeted advertising based on your activity across different merchants and websites.

When replacing the existing Shopify policy, retain Shopify’s existing opt-out link within this section.

Relationship With Shopify

The Services are hosted by Shopify. Shopify collects and processes personal information relating to your access to and use of the Services in order to provide and improve the Services.

Information that you submit through the Services will be transmitted to and shared with Shopify and with relevant third parties. Some of those organisations may be located in countries other than the country in which you live.

To help protect, operate, develop and improve our business, we use certain Shopify features that incorporate information obtained from your interactions with our store, other merchants and Shopify.

When providing these enhanced features, Shopify may use personal information collected through your interactions with our store, other merchants and Shopify. In these circumstances, Shopify is responsible for its processing of your personal information, including responding to requests relating to your rights concerning that processing.

You can find further information in the Shopify Consumer Privacy Policy and exercise applicable rights through the Shopify Privacy Portal.

When replacing the existing policy, retain the existing Shopify hyperlinks attached to the Shopify Consumer Privacy Policy and Shopify Privacy Portal references.

Third-Party Websites and Links

The Services may contain links to websites or other online platforms operated by third parties.

If you follow a link to a website that is not affiliated with or controlled by us, you should review that website’s privacy policy, security practices and applicable terms and conditions.

We do not guarantee and are not responsible for the privacy, security, accuracy, completeness or reliability of third-party websites or platforms.

Information that you provide in public or semi-public areas, including information shared through third-party social-media platforms, may be visible to other users of the Services or those platforms. Its subsequent use may not be within our control.

The inclusion of a third-party link does not, by itself, mean that we endorse the relevant platform, its content, owner or operator, except where expressly stated.

Children’s Data

The Services are not intended for use by children, and we do not knowingly collect personal information from children under the age of majority in their jurisdiction.

If you are the parent or guardian of a child who has provided personal information to us, you can contact us using the details below to ask us to delete it.

As at the date of this Privacy Policy, we do not have actual knowledge that we sell or share, as those terms may be defined under applicable law, the personal information of individuals under 16 years of age.

Security and Retention of Your Information

We take reasonable technical and organisational measures intended to protect personal information.

However, no security arrangements are completely secure or impenetrable, and we cannot guarantee perfect security. Information sent over the internet may not always be secure while in transit. You should not use unsecured channels to send sensitive or confidential information to us.

How long we retain personal information depends on several factors, including whether we need it to:

Maintain your account.
Provide the Services.
Fulfil or administer transactions.
Comply with tax, accounting or other legal obligations.
Resolve disputes.
Prevent fraud.
Enforce applicable contracts, terms and policies.
Establish, exercise or defend legal claims.

We will not retain personal information for longer than is reasonably necessary for the purposes for which it was collected, subject to applicable legal and regulatory requirements.

Your Rights and Choices

Depending on where you live, you may have some or all of the following rights concerning your personal information.

These rights are not absolute. They may apply only in certain circumstances and, where permitted by law, we may decline or limit a request.

Right of Access

You may have the right to ask whether we process your personal information and to request access to the personal information that we hold about you.

Right to Deletion

You may have the right to ask us to delete personal information that we hold about you.

Right to Correction

You may have the right to ask us to correct inaccurate or incomplete personal information.

Right to Data Portability

In certain circumstances, you may have the right to receive a copy of personal information that you have provided to us in a structured, commonly used and machine-readable format, or to ask us to transfer that information to another organisation.

Managing Communication Preferences

We may send you promotional emails where permitted by applicable law.

You may opt out of these communications:

When providing your email address at checkout, by unticking the marketing checkbox.
At any later time, by using the unsubscribe option displayed in our marketing emails.
By contacting us using the details below.

If you opt out of promotional communications, we may still send you non-promotional communications concerning your account, enquiries, orders, payments or deliveries.

Additional UK and EEA Rights

If you live in the United Kingdom or European Economic Area, you may also have the following rights, subject to applicable exceptions and limitations:

Right to object: You may have the right to object to certain processing, including processing for direct-marketing purposes and processing based on legitimate interests.
Right to restriction: You may have the right to ask us to restrict how we process your personal information in certain circumstances.
Withdrawal of consent: Where we rely on consent, you may withdraw that consent at any time. Withdrawal will not affect the lawfulness of processing carried out before consent was withdrawn.
Right to complain: You may have the right to complain to the relevant data-protection supervisory authority.

You may exercise your rights where indicated within the Services or by contacting us using the details below.

To learn more about Shopify’s processing of personal information and your rights concerning information processed by Shopify, retain the existing link to Shopify’s privacy information in this section.

We will not discriminate against you for exercising your legal rights.

We may need to verify your identity before responding to a request, as permitted or required by applicable law. Where legally permitted, you may appoint an authorised representative to submit a request on your behalf. Before accepting a request from a representative, we may require evidence that you have authorised them to act for you, and we may ask you to verify your identity directly.

We will respond to valid requests within the period required by applicable law.

Complaints

If you have a complaint about how we collect, use or otherwise process your personal information, please contact us using the details below so that we can investigate your concerns.

Depending on where you live, you may also have the right to lodge a complaint with your local data-protection supervisory authority.

In the United Kingdom, the relevant supervisory authority is the Information Commissioner’s Office, whose website is ico.org.uk.

If you live in the European Economic Area, retain the existing link to the list of relevant EEA data-protection supervisory authorities.

International Transfers

We may transfer, store and process your personal information outside the country in which you live.

Where personal information is transferred outside the United Kingdom or European Economic Area, we will use a legally recognised transfer mechanism where required. This may include:

The European Commission’s Standard Contractual Clauses.
The UK International Data Transfer Agreement.
The UK Addendum to the European Commission’s Standard Contractual Clauses.
A relevant adequacy decision or adequacy regulation.
Another transfer mechanism permitted by applicable data-protection law.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices, the Services or applicable operational, legal or regulatory requirements.

We will publish the revised Privacy Policy on this website, update the “Last updated” date and provide any additional notice required by applicable law.

Contact

If you have questions about our privacy practices or this Privacy Policy, wish to make a complaint or would like to exercise any of your legal rights, you can contact us using the following details:

Email: hello@littlecake.co.uk
Address: Unit 6 Wessex Road, Bourne End, Buckinghamshire SL8 5DT, United Kingdom

For the purposes of applicable data-protection laws, the controller of your personal information is:

West London Bakeries Ltd
Trading as Little Cake Co
Company number: 08556372
Unit 6 Wessex Road
Bourne End
Buckinghamshire
SL8 5DT
United Kingdom