7/6 Weekly Ecommerce News Update

Andrea Leigh, VP of Strategy at Ideoclick, next to the words eCommerce industry news roundup, Mondays at 9 am PT.

Top eCommerce industry news is brought to you in a weekly update every Monday, with Ideoclick’s VP of Strategy, Andrea Leigh. Are you ready for your brand to win on Amazon and beyond? Meet your eCommerce services and growth partner, Ideoclick.

  • Hot Topic: Twitter expanding ad/data strategies to attract e-commerce business; social media’s continuously growing role in ads/data/e-commerce
    • AdAge, July 1, TWITTER REVEALS E-COMMERCE AND DATA STRATEGY IN AD PITCH DECKS, by Garett Sloane
      • Twitter is looking to play catch up to social media rivals in areas like performance marketing, e-commerce and ad tech, making moves in recent weeks to woo direct-to-consumer brands. This includes sending brands and agencies a 68-page document last week outlining how the company has rebuilt its ad platform to cater to marketers that need more advertising options, and addressing concerns around privacy crackdowns. The lengthy ad deck, which Twitter shared with Ad Age, is titled, “Why Twitter, Why Now,” and it addresses how Twitter is designing its overhauled ad platform to handle issues like Apple’s privacy changes in iOS 14.5 software, which impacts how brands collect data and target consumers.
  • Hot Topic: Google’s soaring search ad prices; current e-commerce ad challenges
    • AdAge, June 30, WHY GOOGLE SEARCH AD PRICES ARE SURGING FOR E-COMMERCE BRANDS, by Garrett Sloane
      • Google search advertising prices are way up, especially for e-commerce-hungry marketers, according to digital ad specialists, who say the post-pandemic world is having a cascading effect that is wreaking havoc on their digital strategies. Online sales are coming off a boom year in 2020, when retail e-commerce sales, which excludes categories like travel and event tickets, rose 18% year-over-year to $710 billion, according to eMarketer. That represented 14.5% of total retail sales in the U.S. Now, e-commerce is coming a little bit back down to earth, and will account for 7.8% of total retail sales in 2021, according to the research firm. That means that last year, online customers were easy to scoop up, and this year advertisers find they have to compete much harder.
  • Hot Topic: Back-to-school shopping season is here and spending is expected to grow
    • CNBC, June 30, Parents are preparing to pay more this back-to-school season as inflation hits wallets, KPMG survey finds, by Lauren Thomas
      • As parents prepare for back to school shopping, they should expect to be spending more this year. This back-to-school season, the average parent’s spending per student is expected to be as much as $270, compared with roughly $250 in 2020, KPMG found in a new survey. Consumer prices in May accelerated at the fastest pace in nearly 13 years, a sign of how much inflationary pressure is building the U.S. economy. With the demand being higher than it was a year ago, retailers will be discounting a lot less.
  • Hot Topic: Amazon gaining in the beauty industry; top beauty industry competition
    • Business Insider, June 29, How Amazon can edge out Sephora and Ulta Beauty in the $380 billion cosmetics industry to become the go-to destination for beauty and personal care, by Bethany Biron
      • Amazon is taking on Ulta Beauty and Sephora in an effort to become the go-to destination for online beauty and personal care purchases. The e-commerce giant has doubled down on the category in recent years, with a concerted push to sell a wider array of prestige and indie beauty brands as well as debuting exclusive partnerships with celebrities like Lady Gaga. Its efforts are now paying off. Beauty has become one of the company’s fastest-growing business segments and was one of the best-selling categories on Prime Day 2021 last week, according to Amazon.
  • Hot Topic: Instacart’s growing partnerships; retailers exploring same-day delivery options
    • PYMNTS, June 25, Five Below Expands Instacart Partnership For Same-Day Delivery
      • Off-price retailer Five Below has expanded its collaboration with Instacart following a successful pilot launch with the logistics firm in December 2020, according to an announcement. The two firms initially rolled out their partnership at some shops in Detroit, Cleveland, Chicago, Buffalo and Baltimore, in addition to locations in Texas, California and Florida. The expanded relationship will enable additional customers to get same-day delivery of the retailer’s collection of merchandise for the summer season and the upcoming school year, including clothing, beach towels and pool floats, the release stated.

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