Privacy Policy

Last updated: 26 October 2026

This Privacy Policy explains how BabyBoo collects, uses and protects your personal information when you visit babyboo.co.za or buy from us, in line with the Protection of Personal Information Act 4 of 2013 (POPIA).

1. Who we are

The responsible party is Matthew Denton, a sole proprietor trading as BabyBoo.
Information Officer: Matthew Denton
Email: info@babyboo.co.za
Address: Shortmarket Street, Cape Town, 8001

2. What we collect

Details you give us: your name, email address, phone number, delivery and billing address, and anything you write to us.
Order details: what you bought, when, and how much you paid.
Payment details: card and banking details are handled directly by our payment providers and Shopify. We never see or store your full card number.
Device and browsing information: your IP address, browser, device type and how you use our site, collected through cookies and similar technologies.

3. Why we use it

To process, deliver and support your order, including returns and refunds.
To reply to your questions and requests.
To send you marketing emails, only if you have signed up or are an existing customer, and always with an easy way to unsubscribe.
To understand how our site is used and improve it, and to show relevant adverts on platforms such as Meta (Facebook and Instagram) and TikTok.
To prevent fraud and meet our legal and tax obligations.

4. Who we share it with

We only share your information with service providers who help us run the store, and only as much as they need:

Shopify, which hosts our store and processes orders.
Payment providers, which process your payment securely.
Courier and delivery partners, who need your name, address and phone number to deliver your parcel.
Advertising and analytics partners such as Meta and TikTok, through cookies and pixels on our site.
Authorities, where the law requires it.

We never sell your personal information.

5. Information sent outside South Africa

Some of our service providers, including Shopify, store data on servers outside South Africa, such as in Canada and the United States. Where this happens, we rely on providers that are bound by data protection standards that give your information a level of protection comparable to POPIA, as required by section 72 of POPIA.

6. Cookies

We use cookies to keep your cart working, remember your preferences, measure site traffic and show you relevant ads. You can block or delete cookies in your browser settings, but parts of the store may not work properly if you do.

7. How long we keep it

We keep your information for as long as we need it for the purposes above, and for as long as the law requires us to keep records, such as tax records, which are generally kept for 5 years. After that, we delete or anonymise it.

8. How we protect it

We use reputable, secure platforms and limit access to your information to what is needed to run the store. No system is completely secure, but we take reasonable steps to keep your information safe and will notify you and the Information Regulator if a breach affects you.

9. Your rights

Under POPIA you have the right to:

ask what personal information we hold about you and request a copy;
ask us to correct or delete your information;
object to us using your information, including for direct marketing; and
withdraw your consent to marketing at any time by clicking unsubscribe or emailing us.

To use any of these rights, email info@babyboo.co.za. We will respond within a reasonable time.

10. Children

Our products are for babies, but our store is meant for adults. We do not knowingly collect personal information from anyone under 18.

11. Complaints

If you are unhappy with how we handle your information, please contact us first so we can try to fix it. You also have the right to complain to the Information Regulator of South Africa at inforegulator.org.za.

12. Changes to this policy

We may update this policy from time to time. The latest version will always be on this page with the date it was last updated.