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.

OpenAI is acquiring Apple's former design chief John Ive's new device startup io for $6.4B. 

Watch their ~10 minute announcement on X and let me know if you understand what the company does, cause I certainly don't.

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

1/ DTC Headlines

Twelve U.S. states challenge Trump’s emergency powers for tariffs

→ A coalition of states filed a lawsuit arguing Trump’s use of IEEPA to impose tariffs oversteps presidential authority.

→ They say IEEPA was meant for true national emergencies, not for trade negotiations.

→ The Justice Department says tariffs are a valid foreign policy tool; the case may head to the Supreme Court.

Amazon’s ad business set to top $60B in 2025

→ Amazon’s ad revenue is expected to reach $60.6B this year, outpacing its overall sales growth.

→ The growth is driven by Prime Video ads and upper-funnel campaigns expanding Amazon’s reach.

→ Ads make up 9.2% of Amazon’s total revenue, but it’s a key driver for future growth.

Google launches Smart Bidding Exploration to improve ad performance

→ The tool uses AI to find new search queries and adjust bids in real-time to boost conversions.

→ It includes flexible ROAS targets, responding to shifting search behavior dynamically.

→ Part of Google’s broader push to make ad campaigns more efficient and effective.

Read more on this new feature here

Birkenstock plans global price hike to offset tariffs

→ The company expects a low, single-digit price increase worldwide to counter U.S. tariffs.

→ Despite sourcing 96% of materials and all manufacturing within Europe, tariffs still impact costs.

→ Birkenstock reported a 19% revenue increase in Q2, with net profits up 47% year-over-year.

OpenAI acquires Jony Ive’s AI device startup for $6.4B

→ The deal brings 55 employees from io, co-founded by Apple’s former design chief, into OpenAI.

→ Jony Ive will lead design across both OpenAI and io, focusing on AI hardware.

→ The first AI-powered devices from this team are expected to launch in 2026.

2/ Shopify Stuff

Shopify Summer ‘25: AI tools to supercharge store creation and sales

→ The new AI Store Builder lets merchants generate full stores from a simple keyword prompt.

→ Shopify Catalog is in early access, enabling AI shopping agents to boost product discovery.

→ The Horizon theme foundation offers drag-and-drop customization and AI-generated content blocks.

You can now accept credit card payments from your phone with the Shopify app!

3/ What We Found Helpful

The importance of headlines!

4/ What We Found Interesting

Matcha craze surges on TikTok, driving demand and innovation

→ Searches for matcha have hit a five-year high thanks to viral TikTok videos showcasing its health benefits and vibrant color.

→ The surge is straining Japanese matcha farmers as demand outpaces supply globally.​

→ Brands are responding with new matcha products, from Chamberlain Coffee drinks to Laneige’s matcha lip mask. 

15 E-commerce Brands Leading with Innovation and Community

→ These brands excel by combining clear brand identities with customer-first content and seamless shopping experiences.

→ They prioritize community engagement over mere transactions, fostering loyalty through ambassador programs and authentic storytelling

→ Their strategic use of channels like TikTok and email, coupled with missions beyond products, sets them apart in the e-commerce landscape.

Read the full article here.