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.
Last week Apple released a '3D-knitted iPhone Pocket' for $230. People immediately dismissed it as ridiculous. Until it sold out. Now the internet is flooded with knockoffs.
Crazy times we live in.
Here's what's happening in the world of DTC / e-commerce👇
1/ DTC Headlines
Black Friday got more chaotic as retailers leaned on AI-driven pricing
→ Shoppers ran into shifting prices that changed multiple times during the day.
→ Retailers used AI tools to react instantly to competitor discounts and stock levels.
→ The constant price swings frustrated customers but helped stores protect margins.
Read why Quartz thinks Black Friday is dying
Lululemon opened a new soho store with its first-ever ‘design space’ concept
→ The store introduced rotating displays that highlight product ideas in early development.
→ Shoppers can test fabrics, leave feedback, and interact with prototypes on the floor.
→ Lululemon plans to use insights from this format to guide future product innovation.
Check out the new concept store
Speaking of store openings, Cozy opened their second store in Vancouver
→ Cozey opened its second permanent store in Vancouver at 1168 Robson Street.
→ It is now open to the public and features a showroom where customers can try out their furniture
Check out the store here
Carol’s Daughter relaunched its e-commerce site with a fresh look and better shopping tools
→ The updated site added faster navigation, improved quizzes, and cleaner product pages.
→ New routines and curated bundles were introduced to help shoppers find the right hair care.
→ The relaunch is part of a broader push to modernize the brand’s digital experience. Check out the store refresh here
Amazon’s Rufus assistant added new features to help shoppers navigate Holiday chaos
→ Rufus now gives faster comparisons, clearer recommendations, and deeper product insights.
→ The assistant pulls in real-time reviews and helps narrow choices across crowded categories.
→ Amazon framed the upgrade as a way to cut decision fatigue during its busiest season.
Big brands leaned into TikTok Shop to cash in on Black Friday and Cyber Monday
→ Major retailers used creator-led videos and exclusive drops to drive faster conversions.
→ Brands saw strong lift from impulse buys as TikTok pushed aggressive holiday promos.
→ The platform became a key sales channel for reaching younger shoppers hunting deals. Learn more about this here
Adobe moved to acquire Semrush in a $1.9 billion deal to expand its AI marketing tools
→ The deal would fold Semrush’s SEO and search data into Adobe’s broader marketing stack.
→ Adobe said the acquisition will help brands plan content, spot trends, and automate workflows.
→ The move signals a bigger push toward AI-driven insights across digital marketing platforms.
Monster Energy launched a flirty new drink designed for women
→ The limited FLRT line mixed energy with playful branding aimed at Gen Z.
→ Cans featured bold colors and cheeky messaging to stand out on social feeds.
→ Monster used the launch to test fresh concepts before rolling them into wider retail.
Here’s what the new drink looks like
2/ Shopify Stuff
Shopify merchants hit a record high of $5.1M in sales per minute during Black Friday.
Check out Shopify president Harley Finkelstein's video
3/ What We Found Interesting
Black Friday got more chaotic as retailers leaned on AI-driven pricing
→ Shoppers ran into shifting prices that changed multiple times during the day.
→ Retailers used AI tools to react instantly to competitor discounts and stock levels.
→ The constant price swings frustrated customers but helped stores protect margins.
Read why Quartz thinks Black Friday is dying
4/ What We Found Helpful
TikTok said creator-led ads delivered a major performance lift for brands
→ A new TikTok report found creator ads drove a 70% higher CTR than non-creator ads.
→ Brands saw stronger trust and faster engagement when real people were featured.
→ TikTok framed creators as the best way to boost attention during crowded ad seasons.
Check out the report from TikTok here
What it takes to spend millions per month on meta ads.
5/ Campaigns we're following
Yahoo and Graza teamed up to launch a playful “keyboard oil” for loud typers
→ The limited release poked fun at noisy keyboards with a faux “smoothing” oil.
→ It tied into Graza’s signature squeeze-bottle branding and Yahoo’s nostalgia-driven vibe.
→ The drop acted as a cheeky PR moment aimed at social buzz and holiday gifting.
Patagonia told shoppers “don’t buy this jacket” and created a legendary brand moment
→ The Black Friday ad urged people to rethink consumption instead of chasing deals.
→ The message came from Patagonia’s long-term sustainability strategy, not a stunt.
→ The bold call built trust and ended up boosting loyalty and sales over time.
Related content
Turn your videos into sales
Boost conversions by up to 30% by turning your existing TikToks and Reels into shoppable videos directly on your Shopify store.
