TikTok’s shopping clock + Venmo’s big e-comm move ⏳💸

It’s Monday!

Meta's ad restrictions for health and wellness brands are shaking up the industry, with marketers scrambling for transparency. As brands like Fulton face opaque communication and potential hits to their conversion tracking, many are bracing for a pivot to awareness-driven campaigns—or looking to rivals like TikTok and Google.

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Updates ☕️

📦 Amazon Haul orders have started arriving, offering budget-friendly goods sourced from China, but its limited catalog and separate cart system may keep it from impacting holiday shopping this year.

💸 Retailers risk $262 billion annually as 74% of shoppers abandon purchases after poor in-store experiences, per Forsta, urging a focus on better customer service.

💄 e.l.f. Cosmetics partnered with Obsess to launch the Virtual Luxe Lounge, a 3D shopping experience exclusively for its loyalty members, blending immersive e-commerce with rewards and holiday product drops.

💰 Global ad revenue hit $1 trillion in 2024, with digital platforms dominating, retail media surpassing TV, and AI reshaping ad strategies, per GroupM.

TikTok’s shopping boom could go bust: Here’s what’s at stake…

TikTok’s e-commerce boom might come crashing down. A U.S. court just upheld a law forcing ByteDance to sell TikTok by January 19—or face a nationwide ban. It’s a high-stakes twist for an app that’s reshaping how we shop, leaving brands and creators scrambling.

Why it matters: TikTok Shop has been a game-changer. Black Friday sales hit $100 million, and live shopping events are pulling in millions for brands like Canvas Beauty. With 500,000 merchants, including big names like Estée Lauder, TikTok isn’t just a platform—it’s become a cornerstone of e-commerce.

“For some brands, losing TikTok Shop would be devastating,” says Nicole Rechtszaid of Ghost Agency, whose clients have seen explosive growth on the app.

The fallout: A ban could derail small brands relying on TikTok Shop’s seamless shopping experience, while larger brands would face an uphill battle to replace its unique mix of discovery and commerce. Agencies, too, are preparing for the worst. Ghost Agency expects to drive $20 million in sales through TikTok Shop in 2024, but they’ve already started diversifying.

What’s Next? TikTok plans to appeal, calling the ban unconstitutional. In the meantime, brands are rushing to capitalize on the platform’s shopping power while it lasts. If TikTok disappears, competitors may try to replicate its magic, but the app’s ability to blend content and commerce has set a bar that’s hard to match.

For now, TikTok Shop is full steam ahead—but the clock is ticking. January could change everything.

Why brands are turning to fake newspapers to tell their stories

From Loewe to Jacquemus, brands are bringing back old-school print with a modern twist: fake newspapers. These campaigns are a clever mix of nostalgia and irony, creating buzz while tapping into a longing for something more tactile in a digital age.

Why it works…

• Nostalgia hook: Fake newspapers evoke the charm of a simpler, analog era—perfect for grabbing attention in a sea of digital noise.

• Curiosity factor: There’s something irresistible about spotting a paper and wondering, What’s the story here?

• Tactile branding: A physical piece in an increasingly intangible world makes campaigns stand out and feel special.

What makes it stick…

• Easter eggs for fans: Loewe and Refy sneak in hidden details, nods, and inside jokes for loyal followers.

• Playful storytelling: Headlines feel ironic and self-aware, adding layers to the brand’s image without feeling overly promotional.

• Sensory appeal: The act of holding a “newspaper” makes the experience feel crafted and deliberate—something screens can’t replicate.

A trend for the digital generation…

The irony? Gen Z and millennials, known as digital natives, are loving this throwback. Maybe it’s a rejection of relentless digital marketing—or maybe it’s just a clever way to stand out. Either way, fake newspapers are proving that in a world obsessed with the new, a nod to the old can still steal the show.

Venmo’s big play for e-commerce

Venmo is stepping beyond peer-to-peer payments, targeting e-commerce dominance. Its Cyber Monday promo with TikTok Shop—offering 25% off for purchases made via Venmo—highlighted its growing role in online shopping. Parent company PayPal has bundled Pay with Venmo into its checkout system, making it a staple for merchants like Shopify and eBay.

Winning over younger shoppers: With 60 million monthly users, primarily Millennials and Gen Z, Venmo taps into the rising popularity of digital wallets. Nearly 57% of U.S. shoppers now use wallets like Venmo, a number projected to hit 68% by 2028. For brands, adding Venmo means reducing cart abandonment and capturing mobile-first consumers. eBay’s VP of payments, Avritti Khandurie Mittal, said Venmo has already brought in “meaningful transactions and new customers.”

The path ahead: Challenges remain—Amazon dropped Venmo last year, and only 8% of Venmo users actively shop with it. But as PayPal repositions Venmo from a P2P app to an e-commerce essential, its ability to boost conversion rates and attract younger shoppers cements its place in the future of online retail.

NOTES 📝

Today’s top marketer & brand reads.

🤔: Behind eBay’s investments in fashion resale & circularity (ModernRetail)

👀: Kylie Cosmetics vending machines (TikTok)

💡: 4 of the best creative marketing campaigns from brands (Wishu)