Privacy Policy

Welcome to ASDA Express Powered by Buymie, (and all pages attaching to and including this domain name) and our applications (ASDA Express Powered by Buymie and Buymie, each–our "Platform"). This page (together with the documents referred to in it) tells you how we store customer data.

Buymie Technologies Limited ("we", "our", "us" or "Buymie") is committed to protecting the privacy of all visitors to our website (“Website”) and all visitors who access our website or platform through any mobile application (together, "Site and Platform(s)"). Please read the following privacy policy (“Privacy Policy”) carefully which explains how we use and protect your information.

By visiting and/or using our Site and Platform(s), you agree and where required you consent to the collection, use, transfer, disclosure, retention and protection of your information as set out in this policy (together with any other documents referred to in it).


If you have any queries or requests concerning this Privacy Policy or how we handle your data more generally, please get in touch with us by contacting our general customer services team at: or


  1. We collect your personal information when you interact with us or use our services. We also look at how visitors use our Site and Platform(s), to help us improve our services and optimise customer experience.
  2. We collect information:
    • when you create an account with us or you change your account settings;
    • when you place an order with us and during the order process (including for payment and order delivery);
    • when you contact us directly via email, phone, post, message or via our chat function; and
    • when you browse and use our Site or Platform(s) (before and after you create an account with us).


  1. As part of our commitment to the privacy of our customers and visitors to our Site and Platform(s) more generally, we want to be clear about the sorts of information we will collect from you.
  2. When you visit our Site or Platform(s) or make an order through our Site or Platform(s), you are asked to provide information about yourself including your name, contact details, delivery address, order details and payment information such as credit or debit card details.
  3. We also collect information about your usage of our Site and Platform(s) and information about you from any messages you post to the Site or Platform(s) or when you contact us or provide us with feedback, including via e-mail, letter, phone or chat function. If you contact us by phone, we may record the call for training and service improvement purposes and make notes about your call.
  4. We collect technical information from your mobile device or computer, such as its operating system, the device and connection type and the IP address from which you are accessing our Site or Platform(s).
  5. We also collect technical information about how you use our services through your mobile device; for example: carrier, location data and performance data such as mobile payment methods, interaction with other retail technology such as use of NFC Tags, QR Codes and/or use of mobile vouchers. Unless you have elected to remain anonymous through your device and/or platform settings, this information may be collected and used by us automatically.
  6. We process health information about you only where you volunteer and consent to this, for example if you specify any food allergies.


  1. We will only process the data we collect about you if there is a reason for doing so, and if that reason is permitted under data protection law.
  2. In order to provide you with the service you have requested, we will use your information enable us to:
    • provide you with access to the relevant parts of our Site or Platform(s);
    • supply the services you have requested;
    • collect payment from you; and
    • contact you when necessary concerning our services, such as to resolve issues you may have with your order.
  3. We also process your data where we have a justifiable reason for doing so— for example in order to:
    • improve the effectiveness and quality of our service;
    • tailor content that we or our third-party advertising partners display to you, for example so that we can show you retailers which are in your area or make sure you see product advertising which we think is relevant to you;
    • enable our customer support team to help you with any enquiries or complaints in the most efficient way possible;
    • contact you for your views and feedback on our services and to notify you if there are any important changes or developments to our Site or Platform(s) or services, including letting you know when our services are operating in a new area, where you have asked us to do so;
    • analyse your activity on our Site and Platform(s)so that we can administer, support, improve and develop our business and for statistical and analytical purposes and to help us to prevent fraud; and
    • enforce our contractual terms with you and any other agreement, and for the exercise or defense of legal claims and to protect the rights of Buymie, retail partners, shoppers, or others.
  4. If you submit comments and feedback regarding our Site and Platform(s) and our services, we may use such comments and feedback on our Site and Platform(s) and in any marketing or advertising materials. We will only identify you for this purpose by your first name and the city in which you live.
  5. We will also analyse data about your use of our services based on your location and order history to create a customer profile. This means that we may make certain assumptions about what you may be interested in and use this, for example, to send you more tailored marketing communications, to present you with retailers that we think you will prefer, or to let you know about special offers or products which we think you may be interested in. You have certain rights in relation to this type of processing. Please see 'Your Rights' section below for more information.
  6. Where we rely on legitimate interest as a basis for processing your personal information, we carry out a ‘balancing test’ to ensure that our processing is necessary and that your fundamental rights of privacy are not outweighed by our legitimate interests. You can find out more information about these balancing tests by contacting us using the details above.
  7. Where we are under a legal obligation to do so we may use your information to:
    • create a record of your order(s);
    • comply with any legal obligation or regulatory requirement to which we are subject.


You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of the Site may become inaccessible or not function properly.

To review or manage your cookie consent choices and for a list of the cookies and similar technologies that we use when you visit our Site and Platform(s) as well as a description of the purposes and the duration that they will stay on your browser or device, please click here.


Where you have given your consent or where we have a justifiable reason for doing so (and are permitted to do so by law) we will use your information to let you know about our other products, services or offers that may be of interest to you and we may contact you to do so by email, phone or via our Site and Platform(s). You can control your email marketing preferences by:

  • visiting our website,, or mobile applications;
  • clicking on "Account" (for our website this is under the drop-down menu);
  • scrolling down to "Marketing Preferences".


  1. We conduct fraud checks on all customers. Where we believe we may detect fraudulent activity we may block you from placing an order and using our Site and Platform(s).
  2. We share your information with and undertake fraud checks on all customers because this is necessary for us to perform our contracted services to customers, by ensuring that the services we (and retailers) provide are duly paid for, and also so that individuals themselves are protected from fraudulent transactions on their cards.
  3. The checks and decisions that are made are based on various factors including known industry indicators of fraud made available to us as well as fraud patterns we have detected on our Sites. When combined, these generate an automated score indicating the likelihood of a fraudulent transaction. If our systems indicate a high risk score for a transaction we may decline the order or block you from accessing our our services. The specific fraud indicators are dynamic so will change depending on what types of fraud are currently being detected in the wider world, country and our Site and Platform(s) at the time.
  4. You have certain rights in respect of this activity - please see 'Your Rights' section below for more information. Our fraud detection is in place to protect all of our customers as well as Buymie. You have the right to contest any fraud decision made about you and to be given more information about why any such decision was made by contacting us as set out in section 1 above.


  1. We will not retain your information for any longer than we think is necessary.
  2. Information that we collect will be retained for as long as needed to fulfill the purposes outlined in the ‘Use of my information’ section above, in line with our legitimate interest or for a period specifically required by applicable regulations or laws, such as retaining the information for regulatory reporting purposes.
  3. When determining the relevant retention periods, we will take into account factors including:
    • our contractual obligations and rights in relation to the information involved;
    • legal obligation(s) under applicable law to retain data for a certain period of time;
    • statute of limitations under applicable law(s);
    • our legitimate interests, where we have carried out balancing tests (see section on 'How we use your personal information' above);
    • potential disputes and
    • guidelines issued by relevant data protection authorities.
  4. Otherwise, we securely erase your information where we no longer require your information for the purposes collected.


  1. The information we collect about you will be transferred to and stored on our servers located within the UK or EU. We are very careful and transparent about who else your information is shared with.
  2. We will share your information with other Buymie group companies only where necessary for the purposes set out in section

We share your information with third party service providers such as:

  • Payment providers (including online payment providers and fraud detection providers):for the purposes of providing services to us, for example when they process information such as credit card payments, provide support services or carry out fraud checks for us;
  • IT service providers (including cloud providers): for the purposes of data storage and analysis;
  • Retail partners: with whom you have placed your order so that they can ensure high product availability, resolve issues, or improve their services;
  • Shoppers: so they can deliver your order to you;
  • Customer support partners: who help us to resolve any issues you may have with our services; and
  • Marketing and advertising partners: so that they can ensure that you see advertising which is more relevant to you and send you email marketing on our behalf.

Buymie will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy when it is transferred to third parties.

  1. If our business enters into a joint venture with, purchases or is sold to or merged with another business entity, your information may be disclosed or transferred to the target company, our new business partners or owners or their advisors.
  2. We may also share your information:
    • if we are under a duty to disclose or share your information in order to comply with (and/or where we believe we are under a duty to comply with) any legal obligation or regulatory requirement. This includes exchanging information with other companies and other organisations for the purposes of fraud protection and prevention;
    • in order to enforce our contractual terms with you and any other agreement;
    • to protect the rights of Buymie, retail partners, Shoppers, or others, including to prevent fraud;
    • with such third parties as we reasonably consider necessary in order to prevent crime, e.g. the police.
    • In some cases the personal data we collect from you might be processed outside of the United Kingdom, in countries of the European Economic Area ("EEA") or such countries as the United States, Armenia and the countries in which Buymie operates (as set out on These countries may not have the same protections for your personal data as the United Kingdom has. However, we are obliged to ensure that the personal data that is processed by us and our suppliers outside of the UK is protected in the same ways as it would be if it were processed within the UK.
    • Please contact us using the contact details above if you want further information on the countries to which personal data may be transferred and the specific mechanism used by us when transferring your personal data out of the UK.


  1. We adopt robust technologies and policies to ensure the personal information we hold about you is suitably protected.
  2. We take steps to protect your information from unauthorised access and against unlawful processing, accidental loss, destruction and damage.
  3. Where you have chosen a password that allows you to access certain parts of the Site and Platform(s), you are responsible for keeping this password confidential. We advise you not to share your password with anyone.
  4. Unfortunately, the transmission of information via the internet is not always completely secure. Although we will take steps to protect your information, we cannot guarantee the security of your data transmitted to the Site and Platform(s); any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access to it.


  1. Under data protection law, you have a number of rights concerning the data we hold about you. If you wish to exercise any of these rights, please contact our Data Protection Officer using the contact details set out above. For additional information on your rights, please contact your data protection authority and see below.
  2. The right to be informed. you have the right to be provided with clear, transparent and easily understandable information about how we use your information and your rights. This is why we are providing you with the information in this policy.
  3. The right of access. you have the right to obtain access to the information we are processing about you. This will enable you, for example, to check that we are using your information in accordance with data protection law. If you wish to access the information we hold about you in this way, please get in touch (see Contact Details).
  4. The right to rectification. you are entitled to have your information corrected if it is inaccurate or incomplete. You can request that we rectify any errors in the information that we hold by contacting us (see Contact Details).
  5. The right to erasure.this is also known as ‘the right to be forgotten’ and, in simple terms, enables you to request the deletion or removal of certain information that we hold about you by contacting us (see Contact Details).
  6. The right to restrict processing. you have the right to 'block' or 'suppress' further use of your information. When processing is restricted, we can still store your information, but cannot use it further.
  7. The right to data portability. you have the right to obtain your personal information in an accessible and transferrable format so that you can re-use it for your own purposes across different service providers. This is not a general right however and there are exceptions. To learn more about this, please get in touch (see Contact Details).
  8. The right to lodge a complaint. you have the right to lodge a complaint about the way we handle or process your information with the national data protection authority.
  9. The right to withdraw consent. if you have given your consent to anything we do with your information (e.g. we rely on consent as a legal basis for processing your information), you have the right to withdraw that consent at any time. You can do this by contacting us (see Contact Details). Withdrawing consent will not however make use of your information unlawful before your consent had been withdrawn.
  10. The right to object to processing. you have the right to object to certain types of processing, including processing for direct marketing and profiling. You can object by changing your marketing preferences or disabling cookies as set out in sections 7 and 8 above.


Any changes to our privacy policy will be posted to our Site and, where appropriate, we will notify you of the changes for example by email or push notification. This privacy policy was last updated: 10/03/2022.


If you’re not satisfied with our response to any complaint or believe our processing of your information does not comply with data protection law, you can make a complaint to the Information Commissioner’s Office (ICO) using the following details:

  1. Helpline: 0303 123 1113 - Monday to Friday between 9am and 5pm (excluding bank holidays); or
  2. Via Website : using live chat;

Buymie Technologies UK Limited,

The Hub, Blackfriars Street, Stamford, Lincolnshire, PE9 2B