Purpose: This research has the objective to explore the influence of privacy concerns on Indonesia’ e-commerce customer willingness to disclose personal information and purchase intention. It also intends to analyze the moderate effects of personalization on the relationships between privacy concerns and willingness to disclose personal information and purchase intentions. Design/methodology/approach: The data from 139 respondents are collected and further analyzed with PLS Structural Equation Model using SmartPLS 4.0 Software. Findings: The results show that priority concerns do not negatively affect purchase intention. However, it negatively affects purchase intention through willingness to disclose personal information. This study also confirms that personalization does not moderate both the negative relationships between privacy concerns and willingness to disclose personal information and purchase intention. Furthermore, the willingness to disclose personal information fully mediates privacy concern to purchase intention. Research limitations/implications: This research provides insight to the business organization to provide proper data security to the consumers in order to increase the purchase intention in e-commerce platform. Furthermore, this study highlights the importance of customers being vigilant about their privacy while doing online transactions. Originality/value: The research also contributes to theoretical findings, such as insignificant negative relationships between privacy concerns and purchase intention and between personalization as a moderator for the other two negative relationships. © The Author(s).