In the spirit of the holiday 🎄 season, our ecommerce elves have been working hard to gather all the trends you need to know for 2023.

Delve into the trends and tricks that will be shaping the landscape next year, and get ready to sleigh in January with expert insight from Gorgias, Nosto, Gatsby, and more.

Working closely with fellow experts to ensure we've covered all bases, we've created this perfectly wrapped present 🎁 just for you.

Purpose marketing is essentially a marketing strategy used by brands and organisations to centre their external communications efforts around a social cause that aligns with its core values. For example, this month, Brewdog brilliantly promoted itself as the ‘anti-sponsor of the World F*Cup’.

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Here’s the tea: outside the States, TikTok is already A/B testing a dedicated music tab inside the app. Additionally, rumours are swirling among podcast industry insiders that a TikTok podcast app is imminent. 🤔 Is audio TikTok’s superpower? 

While most would describe TikTok as the King of short-form video, if you’ve been paying attention, you know TikTok has never really been a video app. Figuring out how to easily share audio on a mobile app has been its secret all along...

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For the retail media industry, tactics and approaches have had to take a full 180 since the boom of social media. Price changes that were traditionally set quarterly are now reviewed hourly, purchase orders that in the past were reassuringly predictable can today be wildly erratic and shelf placement has moved from static to dynamic.

All in all, retail has well and truly shifted from physical to online. A brand that sells 400 products per day and juggles 30 variables that change 7 days a week needs to make 84,000 optimizations from Monday to Sunday. This also means that for the people making the decisions, there are more decisions to be made! Pre social media, you’d secure an aisle end in-store with a promotion, purchase a slot in a circular or an ad buy—job done, let’s do lunch.

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Cameo is essentially a platform that allows users to purchase custom videos by celebrities. Naturally, the more famous the celebrity, the more the video will cost. Most users order Cameos for other people because they make a perfect gift — and bonus, no wrapping required. But you don’t need to wait for a special occasion. You can also order a video for yourself or as part of a business strategy.

Cameo for Business was designed specifically for companies seeking a celebrity endorsement for their new product launch or a host for their upcoming event.

If you’re looking for a video for business purposes, you have to go through the Cameo for Business website. A personal Cameo video can’t be used for promotional or commercial purposes, according to the Cameo Terms of Service.

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• HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish. (MarketingDive)
• The Balenciaga blame game: why the buck stops with the brand after controversial campaign. (TheDrum)
• Pinterest ends creator rewards program. (The Information)