Privacy Policy
Last Updated: March 7, 2026 · Effective Date: March 7, 2026
At Fits ("we," "our," or "us"), we care about your privacy and are committed to protecting the personal information you share with us. This Privacy Policy explains how we collect, use, store, and disclose information when merchants ("Merchants") install our Shopify application and when end-users ("End-Users" or "you") interact with the Fits virtual try-on widget on Merchant stores.
This Privacy Policy applies to our website, Shopify application, virtual try-on widget, and all related services (collectively, the "Service"). By using the Service, you consent to the practices described in this Privacy Policy.
If you have any questions, contact us at: hello@swipeup.app
1. Information We Collect
1.1 Merchant Information
When a Merchant installs Fits through the Shopify App Store, we collect:
- Store name, store URL, and Merchant contact details (name, email address).
- Product catalog data (product images, descriptions, SKUs) necessary to generate virtual try-on visuals.
- Shopify API tokens required to operate the Service on the Merchant's store.
1.2 End-User Information
When an End-User uses the Fits widget on a Merchant's store, we may collect:
- User-Submitted Photos. Photos uploaded by the End-User for the purpose of virtual try-on. These photos may depict the End-User's face and body.
- Usage Data. Interactions with the widget, such as items tried on, try-on results viewed, and session duration.
- Device and Browser Information. Browser type, operating system, screen resolution, device type, and language settings.
- Network Information. IP address (used for security, rate limiting, and approximate geolocation at the country level).
1.3 Automatically Collected Information
We automatically collect certain technical information when you interact with the Fits widget, including:
- Pages viewed and links clicked within the widget.
- Date, time, and duration of your interaction with the widget.
2. How We Use Your Information
We use the information we collect for the following purposes:
- Providing the Service. Processing user-submitted photos through AI to generate virtual try-on images.
- Service Improvement. Analyzing anonymized and aggregated usage data to improve widget performance, AI model accuracy, and user experience.
- Merchant Analytics. Providing Merchants with aggregated, non-personally-identifiable analytics about widget performance on their store (e.g., number of try-ons, conversion rates).
- Security and Fraud Prevention. Detecting, preventing, and responding to security incidents, fraud, and abuse.
- Legal Compliance. Complying with applicable laws, regulations, and legal processes.
- Communication. Sending Merchants service-related communications, updates, and support messages.
We do not use your information to serve advertisements. We do not sell your personal information.
3. AI Processing and User Photos
3.1 How Photos Are Processed
When you upload a photo, it is transmitted securely to our AI processing infrastructure. Our AI technology analyzes the photo to generate a composite image showing selected clothing items on you. This processing involves automated analysis of body shape and proportions.
We do not store your photos. User-submitted photos are processed in real time and are not saved to our servers after the try-on result has been generated. Once processing is complete, the original photo is immediately discarded.
3.2 Third-Party AI Providers
Photos may be processed by third-party AI service providers acting as data processors on our behalf. These providers are contractually obligated to:
- Process photos solely for the purpose of generating virtual try-on results.
- Not retain photos beyond the time necessary to complete processing.
- Not use photos to train their own AI models.
- Maintain appropriate technical and organizational security measures.
Our current AI processing providers include:
- Nanobanana — AI image generation and virtual try-on processing.
A full list of sub-processors is available upon request by contacting us at hello@swipeup.app.
3.3 Biometric Data Notice
Depending on your jurisdiction, photos depicting your face or body may be considered biometric data or biometric identifiers. We process such data solely for the purpose of providing the virtual try-on feature.
For residents of Illinois (BIPA), Texas, Washington, and other U.S. states with biometric privacy laws: We do not use biometric data for identification purposes. Photos are processed solely to generate try-on images and are not stored on our servers (see Section 6). We do not sell, lease, or trade biometric data. By uploading your photo, you consent to this processing. If you do not consent, please do not use the virtual try-on feature.
For residents of the European Economic Area (EEA): Where required, we rely on your explicit consent as the legal basis for processing photos that may contain biometric data. You may withdraw your consent at any time by contacting us.
3.4 AI Model Training
We do not use individually identifiable End-User photos to train our AI models. We may use anonymized, aggregated data (such as statistical patterns about image quality or widget performance) to improve our AI technology. Such aggregated data cannot be used to identify any individual.
3.5 Automated Decision-Making
The virtual try-on feature involves automated processing of your photo to generate a try-on image. This processing does not produce legal effects or similarly significant effects on you. No decisions about you are made solely based on automated processing.
4. Cookies and Tracking Technologies
The Fits widget itself does not set cookies on End-User devices. However, the Merchant's store and Shopify platform may use cookies independently. Please refer to the Merchant's and Shopify's privacy policies for details on their cookie practices.
5. Data Sharing and Third Parties
We do not sell personal information. We share information only in the following circumstances:
- Service Providers and Sub-Processors. Third-party vendors who assist with AI processing, cloud hosting, analytics, and infrastructure. These providers act as data processors and are contractually required to protect your information and use it only for the purposes we specify.
- Shopify. Our Service operates as a Shopify application. When you interact with the Fits widget on a Merchant's store, Shopify may independently collect information about you in accordance with Shopify's Privacy Policy. We do not control Shopify's data practices.
- Merchants. We provide Merchants with aggregated, non-personally-identifiable analytics about widget performance. We do not share individual End-User photos or personal information with Merchants.
- Legal Requirements. We may disclose information if required by law, regulation, legal process, or enforceable governmental request.
- Business Transfers. In connection with a merger, acquisition, or sale of all or a portion of our assets, your information may be transferred to the successor entity.
- With Your Consent. We may share information for other purposes with your explicit consent.
6. Data Retention
We retain different types of data for different periods:
- End-User Photos — Not stored. Photos are processed in real time and immediately discarded after the try-on result is generated.
- Usage and Analytics Data — Retained in aggregated, anonymized form for up to 24 months.
When data is no longer needed, it is securely deleted or anonymized so that it can no longer be associated with you.
7. Data Security
We implement industry-standard technical and organizational measures to protect your personal information, including:
- Encryption of data in transit (TLS/SSL) and at rest.
- Access controls limiting who within our organization can access personal data.
While we strive to protect your information, no method of transmission over the Internet or electronic storage is 100% secure.
8. International Data Transfers
Our primary application infrastructure is hosted in the European Union. However, certain service providers involved in AI processing (such as Nanobanana) operate in the United States. As a result, End-User photos may be temporarily transferred to the United States for processing before being immediately discarded.
By using the Service, you acknowledge that your information may be transferred to and processed in countries that may have different data protection laws than your own.
9. Your Privacy Rights
9.1 European Economic Area (EEA) — GDPR
If you are in the EEA, you have the right to:
- Access — Request copies of your personal data.
- Rectification — Request correction of inaccurate or incomplete data.
- Erasure — Request deletion of your personal data under certain conditions.
- Restriction — Request restriction of processing under certain conditions.
- Objection — Object to processing based on legitimate interests.
- Data Portability — Request transfer of your data in a structured, machine-readable format.
- Withdraw Consent — Where processing is based on consent, you may withdraw it at any time.
9.2 California — CCPA / CPRA
If you are a California resident, you have the right to:
- Know what personal information we collect, use, and disclose.
- Delete your personal information, subject to certain exceptions.
- Opt-Out of Sale — We do not sell personal information.
- Non-Discrimination — We will not discriminate against you for exercising your rights.
To exercise your rights, contact us at hello@swipeup.app. We will respond within 45 days.
9.3 Other Jurisdictions
We respect the privacy rights granted by applicable laws in your jurisdiction, including but not limited to laws in Canada (PIPEDA), Brazil (LGPD), and other regions. If you believe you have rights under your local privacy law, please contact us.
9.4 How to Exercise Your Rights
To exercise any of your privacy rights, please contact us at hello@swipeup.app. We may need to verify your identity before processing your request. We will respond within the timeframes required by applicable law (generally within 30 days).
10. Children's Privacy
The Service is not intended for children under the age of 16. We do not knowingly collect personal information from children under 16. If you are under 16, please do not upload photos or use the virtual try-on feature.
If you are a parent or guardian and believe your child has provided us with personal information, please contact us at hello@swipeup.app and we will promptly delete such information.
11. Changes to This Privacy Policy
We may update this Privacy Policy from time to time. When we make material changes, we will:
- Update the "Last Updated" date at the top of this document.
- Notify Merchants via email or in-app notification of material changes.
- Where required by law, obtain your consent to material changes.
12. Contact Us
If you have questions about this Privacy Policy, your personal information, or wish to exercise your privacy rights, please contact us at hello@swipeup.app.
For EU residents, you also have the right to lodge a complaint with your local supervisory authority.
This Privacy Policy applies solely to information collected through the Service and does not apply to any third-party websites, applications, or services linked from the Service.