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.

ChatGPT's ad business just crossed a $1 billion annualized run rate, less than 200 days after the first ad appeared. Quartz has the numbers: tens of thousands of advertisers, 40+ countries, and self-serve buying now opening across India, Europe, and the Middle East. A brand new ad channel is scaling at a pace even Google and Meta never managed.

Here's what caught our attention in the world of e-commerce this week 👇

1/ DTC Headlines

Retailers are cutting product variety to survive tariffs

-> Under Armour has cut 25% of its products, with Helen of Troy and smaller brands following.

-> Fewer SKUs means less tariff exposure and simpler customs paperwork.

-> The endless-aisle era is officially reversing. Expect thinner assortments this holiday.

Why store shelves are shrinking →

Tariff refunds are turning into price cuts

-> Walmart, Dollar Tree ($383M), and e.l.f. ($50M) are converting refunds into lower prices.

-> e.l.f. cut prices on 10% of its catalog. Target is keeping its $994M.

-> Refund money is becoming a pricing weapon. Watch your competitors.

Who's passing refunds to shoppers →

Untuckit found its exit

-> The untucked-shirt pioneer sold to 116-year-old Randa, owner of Haggar and Moss Bros.

-> Untuckit brings an estimated $200M to $250M in sales and 70 stores. Randa's target: a $500M brand.

-> DTC exits in 2026 run through strategic buyers, not IPOs.

Inside the Untuckit deal →

Dollar Shave Club made its first acquisition: Truly Beauty

-> The Gen Z body care brand anchors DSC's new multi-brand personal care platform.

-> DSC gets Truly's TikTok Shop engine; Truly gets DSC's subscription machine.

-> Three years post-Unilever, DSC is profitable, growing, and shopping.

Why DSC bought Truly →

Sephora is moving product launches to TikTok Shop

-> The "Drop Shop" pilots September 19: monthly exclusive drops, creator teasers, a TikTok Live finale.

-> Products hit TikTok first, then Sephora.com and stores.

-> Beauty is TikTok's most-searched category. Prestige retail just validated it.

How the Sephora Drop Shop works →

The FTC says Amazon hid a $20 billion surcharge in its ad auctions

-> The FTC and 22 states allege seven years of secret markups on 1.2M+ advertisers.

-> By 2024, roughly 80% of "second-price" auctions charged winners their full bid.

-> Amazon denies everything. If you buy Amazon ads, read this one.

The full FTC complaint breakdown →

Judge.me is coming for email marketing

-> After 12 years of reviews only, it launched Judge.me Email: $0 to $15 a month, 15,000 free sends.

-> The pitch: "85% cheaper than Shopify Email."

-> Review data plus email in one app. The Shopify stack price war is on.

See the Judge.me Email announcement →

Dyson made a $499 AI toothbrush

-> The CameraJet packs a camera, an AI trained on 470,000 dental images, and a precision rinse jet.

-> Six years, 661 engineers, and 38 patents. For a toothbrush.

-> Every product is an AI product now. Even in your mouth.

Watch the CameraJet in action →

2/ Shopify

Shopify shipped a blueprint for Claude-powered storefront agents

-> A new reference implementation connects Claude agents directly to your Shopify store.

-> It pairs with Anthropic's open-sourced Claude Commerce Agents: code, patterns, and guardrails you can fork.

-> A week after the AGENTS.md spat, they're shipping together. Agentic storefronts are getting real.

See Shopify's storefront agent demo →

3/ What We Found Interesting

Target's back-to-school AI push has receipts

-> Shoppers who build wish lists drive about 45% higher demand, so AI now builds them with you.

-> Wish-list creation jumped 50%+ and key page conversion rose nearly 20%.

-> Back-to-school is Target's AI dress rehearsal for holiday.

How Target's AI season went →

Mattic Robots used AI to make something worth watching

-> A brilliant piece of AI-made brand content, and worth checking out.

-> It's a preview of what storytelling looks like when AI handles production.

-> Watch it, then ask what your team could do with the same tools.

Watch the Mattic Robots piece →

4/ What We Found Helpful

Williams-Sonoma's AI assistants are quietly printing money

-> Engagement with its Olive assistant is up 700% since January; associated revenue is up 620%.

-> Olive users convert at 3x the rate, and personalized visits now drive 9x average revenue.

-> Its new Pottery Barn assistant already resolves 70% of chats without a human.

See Williams-Sonoma's AI numbers →

Shoppable video examples from real Shopify brands

-> Our guide rounds up the best shoppable video setups live on Shopify right now.

-> Steal the placements, formats, and flows that convert.

-> A fast benchmark for your own PDPs and landing pages.

See the shoppable video examples →

Which AI platforms actually send retailers traffic

-> DC360's new breakdown ranks AI referral sources. ChatGPT leads by a wide margin.

-> But the mix is shifting fast, so optimizing for one engine is a mistake.

-> Pair it with your own analytics before the holiday push.

Read the AI referral data →