Privacy Policy

Last updated: January 22, 2026

American Backcountry ("American Backcountry," "we," "us," or "our") operates this store and website, including related content, features, tools, products, and services (the "Services"). This Privacy Policy explains how we collect, use, disclose, and otherwise process personal information when you visit, interact with, or make a purchase through the Services, or otherwise communicate with us.

Shopify platform notice. Our store is hosted on Shopify. Shopify processes certain personal information about you to provide and improve the Services. To learn more about Shopify’s privacy practices and options, visit Shopify’s consumer privacy resources.

1) Personal Information We Collect

"Personal information" means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked (directly or indirectly) with you or your household. It does not include information that is de-identified or aggregated.

Depending on how you interact with the Services, we may collect the following categories of personal information:

• Identifiers & contact information: name, email address, phone number, shipping/billing address, account username.

• Commercial information: products viewed, added to cart, purchased, returned/exchanged; order history; customer service history.

• Payment and transaction information: payment method details and transaction confirmations (note: payment card data is typically processed by our payment processors).

• Internet or other electronic network activity: pages viewed, links clicked, time spent, referring/exit pages, interactions with ads.

• Device and technical information: IP address, device identifiers, cookie IDs, browser type, operating system, approximate location derived from IP.

• Communications: messages you send to us (e.g., support inquiries), and related metadata.

• Inferences: inferences drawn from the above about preferences or interests (e.g., likely product interests).

2) Sources of Personal Information

We collect personal information from:

• You directly (e.g., when you place an order, create an account, subscribe, or contact support).

• Automatically when you use the Services (e.g., cookies, pixels, tags, SDKs, and similar technologies).

• Service providers that help us operate the Services (e.g., analytics, marketing, reviews, shipping).

• Advertising/marketing partners and social platforms (e.g., when you interact with our ads).

3) How We Use Personal Information

We use personal information to:

• Provide and operate the Services (process orders, payments, shipping, returns, account features).

• Communicate with you (order updates, support responses, service messages).

• Personalize your experience (remember preferences, show relevant products).

• Marketing and advertising (send promotional messages, measure ad performance, build audiences, and show ads on other sites/apps).

• Analytics and improvement (understand site usage, troubleshoot, improve performance and features).

• Security and fraud prevention (detect, prevent, and investigate suspicious activity).

• Legal and compliance (comply with law, enforce policies, protect rights and safety).

4) Cookies, Pixels, and Similar Online Tracking Technologies

We and our partners use cookies, pixels, tags, SDKs, and similar technologies ("Online Tracking Technologies") to operate the Services, understand usage, and support marketing.

A) Categories of Online Tracking Technologies

Depending on your choices and where you are located, we may use:

• Strictly Necessary: required for core site functions (e.g., shopping cart, checkout, security, fraud prevention).

• Functional: enhance functionality and personalization (e.g., remembering preferences).

• Analytics: help us understand how the Services are used and improve performance.

• Marketing/Advertising: help deliver and measure ads, limit ad frequency, build audiences, and measure conversions.

B) What these technologies collect

Online Tracking Technologies may collect information such as:

• pages you visit and actions you take (view product, add to cart, begin checkout, purchase)

• device and browser information

• IP address and approximate location

• cookie IDs and other online identifiers

• ad interaction data and attribution information

C) Key vendors we use

Depending on configuration and your interactions, we may use vendors such as:

• Shopify (store hosting, checkout, fraud/security features)

• Google (e.g., Google Analytics; Google Ads/YouTube measurement)

• Meta (Facebook/Instagram Pixel and related measurement tools)

• Klaviyo (email/SMS marketing and onsite behavior tracking for automation)

• Yotpo (product reviews and related widgets/services)

We may also use other vendors and apps that support store functionality (e.g., shipping/fulfillment tools, page builders, customer support tools). Vendor use may change over time.

D) How our cookie banner works

In configured regions where we display a consent banner and require opt-in consent (for example, the UK/EEA):

• Before you provide consent, we do not set or use non-essential Online Tracking Technologies (including Analytics and Marketing/Advertising) and we do not run pixels or tags that require those permissions.

• If you click Accept, we may enable the categories you accepted.

• If you click Decline or do not provide consent, Analytics and Marketing/Advertising technologies remain disabled, and only Strictly Necessary technologies are used to provide the Services.

Where supported, we also mark your device/browser choice so that your device data from our site is not used for non-essential purposes (including advertising-related purposes) when you decline.

Outside configured regions: the banner may not be displayed by default, and Online Tracking Technologies may operate as permitted by applicable law. We may also choose to display the banner and offer consent controls in additional regions.

E) How to change your cookie preferences later

If you are in a region where we provide consent controls, you can update your choices at any time by clicking the “Privacy Choices” link on our website.

5) How We Disclose Personal Information

We disclose personal information to the following categories of recipients for the purposes described in this Privacy Policy:

• Platform and infrastructure providers (e.g., Shopify) to host the store, provide checkout, prevent fraud, and support core functionality.

• Payment processors to process payments and prevent fraud.

• Shipping and fulfillment providers to deliver orders and provide tracking/returns services.

• Customer support and communications providers to manage support requests and send service messages.

• Marketing, advertising, and analytics providers to help us market, measure performance, and understand site usage (e.g., Google, Meta, Klaviyo).

• Reviews and customer engagement providers to display reviews and collect feedback (e.g., Yotpo).

• Professional advisors (legal, accounting) as needed.

• Authorities and others when required by law, to protect rights, or in connection with a business transaction.

We disclose personal information to our service providers and contractors for our business purposes, including to operate and support our business and services; process transactions and fulfill requests; perform auditing, security, fraud prevention, and debugging activities; engage in short-term, transient uses related to a consumer’s interaction; internal research and development; maintain and improve our services; and comply with applicable legal obligations.

6) Targeted Advertising, “Sale” or “Sharing” (Certain Jurisdictions)

When you accept all cookies,  our third-party advertising and analytics partners collect information about your activity on the Services over time and across different websites or apps.

 This may be considered “sharing” for cross-context behavioral advertising (and in some cases a “sale”) under certain privacy laws.

Where required, we provide a “Your Privacy Choices” link or similar mechanism to opt out of certain targeted advertising activities.

7) Your Rights and Choices

Depending on where you live, you may have some or all of the following rights:

• Access/Know: request information about the personal information we collect and disclose.

• Delete: request deletion of certain personal information.

• Correct: request correction of inaccurate personal information.

• Portability: request a copy of certain personal information.

• Opt out of targeted advertising / sale or sharing: opt out of certain advertising-related disclosures.

A) Managing cookie preferences

You can manage Online Tracking Technologies by:

• Using our cookie banner or preference controls (where available) to accept or decline categories such as Analytics and Marketing/Advertising.

• Clicking the “Privacy Choices” link on our website (where available) to update your preferences.

• Adjusting browser settings to delete or block cookies (note that some features may not work).

• Using platform controls (for example, Google and Meta ad settings), where available.

B) Global Privacy Control (GPC)

If you visit our website with the Global Privacy Control signal enabled, we will treat this as a request to opt out of certain targeted advertising activities for that browser/device, where required by applicable law.

C) Marketing communications

You can opt out of promotional emails by using the unsubscribe link in our emails. If you opt out, we may still send non-promotional messages (e.g., order updates).

D) How to submit requests

To submit a privacy request, contact us using the information in the Contact section. We may need to verify your identity before processing your request.

8) Data Retention

We retain personal information for as long as necessary to provide the Services, comply with legal obligations, resolve disputes, enforce agreements, and for other legitimate business purposes.

9) Security

We use reasonable safeguards designed to protect personal information. However, no method of transmission or storage is completely secure, and we cannot guarantee absolute security.

10) International Transfers

Your personal information may be transferred to and processed in countries other than where you live. Where required, we rely on appropriate transfer mechanisms (such as standard contractual clauses).

11) Children’s Privacy

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

12) Changes to this Privacy Policy

We may update this Privacy Policy from time to time. We will post the updated version and revise the Last updated date.

13) Contact

If you have questions about this Privacy Policy or want to exercise your rights, contact us at:

• Email: anne@americanbackcountry.com

• Mail: 49 Nethermead Drive, Asheville, NC 28803, US

Appendix: Quick Vendor Disclosure (Plain-English)

We use common ecommerce tools to run our store. For example:

• Shopify hosts our store and checkout.

• Payment processors process your payment.

• Shipping/fulfillment providers deliver your order.

• Google Analytics helps us understand site performance.

• Meta (Facebook/Instagram) helps us measure and improve advertising.

• Klaviyo helps us send email/SMS and run automated messages.

• Yotpo helps us collect and display product reviews.

This list may change as we add or remove tools.