Welcome to the Moast newsletter. We spend the week collecting news, trends, and other content that we think would be interesting to e-commerce founders and CMOs. Our goal is to provide value without sounding like a promo for our app. Helpful wether you use Moast or not.
Ads in ChatGPT are here (or are they?). Brands like Peloton and Target are among the first to appear in what seems to be a promotional way alongside AI answers.
The initial feedback seems to be confusion, though, as OpenAI reports that they are not ads. Quite the fumble.
Here's what's happening in the world of DTC / e-commerce👇
1/ DTC Headlines
Costco sued the Trump administration over blocked tariff refunds
→ Retailers pushed for refunds after courts ruled parts of the tariff policy invalid.
→ Costco said withheld repayments tied up millions already paid on imported goods.
→ The case reached the Supreme Court, adding pressure to clarify how tariff rollbacks should work.
Read up on the lawsuit here
Meta detailed new efforts to crack down on scams hurting shoppers and advertisers
→ The company rolled out stronger detection tools to filter fake offers and bad actors.
→ Meta partnered with regulators and brands to remove fraudulent ads faster.
→ The update showed how scam activity drags down trust and overall platform performance.
Here’s how Meta is approaching the problem
YouTube recapped 2025 with new creator tools, rising formats, and big shifts in viewing
→ Shorts kept surging as more creators blended quick hits with long-form uploads.
→ AI tools expanded, giving creators easier ways to edit, script, and produce videos.
→ Viewers leaned into interactive formats, helping YouTube push deeper into social-style engagement.
Check out the latest updates here
TikTok Shop crossed $500 million in US Black Friday sales and outpaced major rivals
→ The platform pulled in record holiday revenue driven by creator-led deals.
→ Brands saw rapid sellouts as TikTok blended entertainment with impulse shopping.
→ The surge signaled TikTok Shop’s rise as a serious ecommerce channel in the US.
Amazon lowered fees for European sellers to stay competitive in a crowded marketplace
→ The company reduced referral and logistics fees for select product categories.
→ Amazon said the changes help smaller merchants improve margins during peak season.
→ Lower costs aimed to keep sellers loyal as Europe’s ecommerce rivals grow stronger.
Here’s how Amazon is trying to compete with Shein and Temu
Eti Gıda moved to acquire Canadian snack maker Trubar
→ Trubar gained momentum in North America with its plant-based protein bars.
→ The brand’s growth made it an attractive fit for Eti Gıda’s global snack strategy.
→ Eti Gıda planned to keep production in Canada while boosting Trubar’s reach.
Walmart’s AI assistant Sparky entered a new phase with ad support
→ Sparky can now recommend products through sponsored suggestions in chats.
→ Walmart said ads are vetted to keep the assistant helpful and not feel pushy.
→ Early tests showed shoppers engaged longer when Sparky surfaced paid picks.
Apple’s $230 iPhone sock went viral and copycats hit the market overnight
→ Shoppers turned a quirky Apple drop into a full-blown social moment.
→ Amazon, Etsy, and Temu sellers launched lookalikes within hours of the hype.
→ The scramble showed how fast viral accessories spark a clone economy online.
Check out the viral iPhone sock
2/ Shopify Stuff
Shopify’s stock jumped after strong Black Friday data signaled resilient ecommerce demand
→ Shopify said merchants hit record sales driven by higher order volumes.
→ Mobile shopping grew as consumers checked out faster with Shop Pay.
→ The upbeat results lifted investor confidence in Shopify’s holiday momentum.
Check out the latest numbers here
3/ What We Found Interesting
OpenAI’s CEO declared a code red after rising competition from Google
→ Internal worries grew as Google and other rivals pushed out faster models and new consumer apps.
→ The chaos slowed OpenAI’s ad rollout for ChatGPT, delaying a key revenue plan.
→ Teams shifted focus to stability and trust after a series of high-profile stumbles.
Here's what's happening internally
How brands can take top performers and tweak the messaging slightly to keep the sale momentum going
4/ What We Found Helpful
Brands learned how to boost conversions with practical visual marketing and VUGC
→ The guide breaks down simple ways to turn customer visuals into real buying confidence.
→ Merchants saw how shoppable videos, UGC, and social-style feeds lift engagement fast.
→ Real brand examples showed how VUGC removes doubts and moves shoppers to checkout.
5/ Campaigns we're following
Valentino got slammed over “disturbing” AI handbag ads after backlash
→ The fashion house was criticised when its AI-generated handbag campaign sparked public outrage.
→ Many viewers found the ads unsettling — calling out distorted visuals and unrealistic designs.
→ The controversy highlighted growing scrutiny over how brands use AI in marketing and the risks when it goes wrong.
Related content
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