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.

Some of the year’s biggest AI flops are now up for ridicule.

The 2025 AI Darwin Awards spotlight the most chaotic and cringe-worthy misuses of artificial intelligence. Check out the 6 nominees here.

Here's what is happening in the world of DTC / e-commerce 👇

1/ DTC Headlines

Lululemon shares tumbled on weak us demand and mounting tariff costs

→ The retailer cut its sales and profit outlook for the second quarter in a row.

→ U.S. comparable sales slipped 1%, while international revenue rose 15%.

→ Tariffs are set to dent gross profit by about $240 million in 2025.

Check out their full earning report

M&M’s introduced honey roasted peanut as its newest permanent flavor

→ The sweet-and-salty twist joins shelves later this month nationwide.

→ It builds on the classic peanut variety with a roasted flavor upgrade.

→ Past limited editions rarely stuck, making this launch a big move.

Check out the popular snack’s new product release here

US could refund half of Trump’s tariffs if Supreme Court rules against them

→ Treasury secretary Scott Bessent said refunds may follow a SCOTUS reversal.

→ Courts have questioned Trump’s use of emergency powers for tariffs.

→ Bessent warned repayments would deal a major blow to the treasury.

Sephora partnered with Uber Eats to launch same-day beauty delivery in North America

‍→ Shoppers in the US and Canada can now get Sephora orders delivered in 25 minutes.

→ The partnership covers makeup, skincare, fragrance, haircare, and wellness.

→ Beauty Insider members earn points, plus promos like $10 off first $50+ order.

Google Ads introduced new AI max metrics to show expanded reach

→ Advertisers can now see clicks from AI-generated broad match keywords.

→ Metrics also reveal queries triggered by landing pages and assets.

→ Updates give clearer insight into which traffic is driven by AI.

Here’s how the reporting works

Google expanded ads into AI-generated search answers worldwide

→ In other Google news, ads now appear directly alongside conversational AI results in Google Search.

→ The rollout is powered by AI Max across Ads, Editor, and API platforms.

→ Publishers worry visibility and ad revenue could shrink under this model.

Check out all the details on this update

Skechers opened its first US performance store at Miami's Dolphin mall

→ The 26,000 sq-ft space is now the brand’s largest factory mall location.

→ Shoppers can find full performance lines from basketball to pickleball.

→ Experiential zones include a running track, courts, and selfie spots.

2/ Shopify Stuff

The new Shopify Launch Check app scans your store setup and delivers personalized tips to improve your store before it’s live.

3/ What We Found Interesting

Nike ditched the “Just Do It” for a bold new “Why Do It?” campaign challenging its iconic slogan

→ The campaign flips “Just Do It” into a question aimed at Gen Z.

→ Stars include LeBron James, Carlos Alcaraz, and Caitlin Clark.

→ Tyler, the Creator narrates ads that blend doubt with inspiration.

‍Here’s how it all went down

These IG Story-style ads are outperforming any other format right now.

4/ What We Found Helpful

Reddit rolled out community intelligence tools to help brands tap conversations

→ New tools include Reddit Insights and Conversation Summary Add-ons.

→ Brands can track trends across 22B+ posts and comments in real time.

→ Ads with conversation summaries saw 19% higher click-through rates.

Check out how it works here

TikTok shared a creator toolkit to help boost your TikTok Shop content and sales

→ Learn how to plan, film, and publish content more consistently.

→ Get tips to make products easier to discover in TikTok Shop.

→ See which metrics to track so you know what content drives sales.

Dive into the toolkit here