The personalisation–privacy paradox captures the tension between using personal data for personalised services and respecting individuals’ privacy. This study adopts a holistic research framework to clarify the paradox’s core challenges, evaluate existing solutions, and examining a user-centric approach. First, a systematic literature review across information systems, marketing, and management reveals that current solutions often prioritise privacy, framing the paradox as a “dilemma” rather than a persistent tension between privacy and personalisation. Personal Data Stores (PDS) are identified as a technical solution to managing the paradox: decentralising data control, enabling users to determine precisely what they share and thereby reducing privacy risks; and unlocking richer personalisation by integrating multiple data sources and facilitating transparent data markets.  A survey empirically tests user perception of PDS, showing that individuals who understand the approach believe it mitigates their privacy concerns without compromising service customisation. These findings suggest that PDS offer a dual response, rather compromise, allowing firms to manage the paradox.