Twitter Rebrands to ‘X’, Amazon’s Efforts for AI Safety and More News
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Hey folks! Wow, what a month it has been. We’re nearing the end of July, and it’s amazing to look at all the major events and changes that have been happening in the eCommerce world. If you haven’t had a chance to catch up, then make sure to check out last week’s News Digest (and the previous ones too). And if you’re up-to-date so far, then it’s time to see what Elon Musk has in store for you today… Let’s dive in.
Today’s news is 1677 words and takes 6 minutes to read.
Twitter Rebrands to ‘X’
Making its grand debut, the beloved blue bird icon of Twitter has taken flight. 😔 Replaced by a bold black and white ‘X’ logo, Twitter has officially run its course as once known. This dramatic change, courtesy of Elon Musk, has sent ripples across the social media landscape and sparked a debate that could potentially impact user loyalty. Did Musk, the mastermind behind ‘X’, overstep in his quest for innovation? I guess we have to wait and see in the upcoming months.
In the meantime, there is almost no chance that ‘X’ will not encounter legal issues. Powerhouses like Meta and Microsoft hold rights to the same letter, potentially paving the way for trademark disputes. As noted by Josh Gerben, a seasoned trademark attorney, the likelihood of a lawsuit against Twitter is virtually guaranteed. He’s identified over 900 companies that could potentially challenge Twitter’s logo transformation, adding another layer of intrigue to this unfolding story.
From what we gather, X is going to turn into ‘an everything app’, and create a brand-new identity for Twitter. It’s now only as clear as ever, that the social media site isn’t going to be the same as we used to know it.
Changes under Musk’s watch include new DM limits for free users, a professional hiring feature, and a space for users to share in-depth articles. This upcoming feature, tentatively named “Articles,” seems like a nod towards Substack’s similar platform. We’re all eager for Twitter’s official word on these changes. One thing’s for sure, with Musk at the helm, Twitter is set for an exciting journey of transformation.
What about eCommerce sellers?
This shift in Twitter’s brand identity could have significant implications for eCommerce sellers. As the platform morphs into ‘X’, its evolution could lead to new features and opportunities for businesses to engage with their customers. However, it may also bring about changes in user behavior and platform policies, which could require eCommerce sellers to adapt their social media strategies.
For instance, if Musk’s move toward longer-form content materializes, eCommerce sellers might find more space to provide detailed product descriptions, share compelling stories, or engage audiences with educational content. Alternatively, any significant user migration due to this dramatic change could impact businesses’ reach and engagement on the platform.
Moreover, potential legal disputes and controversies surrounding the rebranding could affect the platform’s stability and reputation, which in turn may influence its value for eCommerce sellers. It is therefore crucial for businesses to closely monitor these changes and adjust their strategies accordingly to continue leveraging Twitter effectively for their eCommerce activities.
And since we’re on the subject of Twitter (sorry, ‘X’) check out what accounts you absolutely must follow as an eCommerce seller.
Big Retailer News
Amazon’s Efforts for AI Safety
It looks like Amazon has joined efforts with six other companies to ensure a safe development of AI.
“At Amazon, we are committed to continued collaboration with the White House, policymakers, the technology industry, researchers, and the AI community to advance the responsible and secure use of AI,” Amazon said in a corporate blog post.
Some of the points for ensuring AI safety that the companies want to implement include:
- Implementing adversarial testing for model security and misuse assessment.
- Promoting information sharing on trust, safety risks, and advanced capabilities.
- Creating mechanisms for verifying AI-generated content origin.
- Enhancing cybersecurity investments to protect model data.
- Encouraging third-party issue reports.
- Publicly sharing model capabilities, limitations, and societal risks.
- Prioritizing research on AI’s societal impacts, including bias and privacy.
- Deploying innovative AI systems to tackle societal challenges.
As we progress with technological evolution, we can’t overstate the importance of AI safety. In the absence of judicious regulations, the data disseminated by AI systems may potentially pose significant risks. This extends beyond mere information to include AI-generated imagery, highlighting the need for comprehensive oversight to foster a secure environment for all users.
Etsy Changing Photo Format
After running tests for several months, Etsy has recently concluded that square photos increase buyers’ likelihood of purchase. The discovery has led to the decision of adopting the square crop display for shops on the site, leading to frustration on the sellers part. Many feel they were not given enough time to adjust to the new change, which they feel is unfair.
Some users feel like their money and work has gone to waste, looking at the fact that they focused on product photography made strictly for the former rectangle format. Questions arise about the necessity of this move, with many feeling that there are more pressing issues to address.
One seller voiced their frustration, saying, “I’m genuinely frustrated with this kind of ‘fix’. There are other issues on the site that need addressing.” According to these sellers, the aspects that Etsy should be focusing on is, e.g.: the Pinterest link or the ‘customer order’ button.
Despite these concerns, Etsy has assured sellers that they don’t need to rush into action. They’ve advised to consider uploading photos that can adapt to different crops and ratios, ensuring their pictures look their best across the site. As these changes take place, it’s vital for eCommerce sellers to keep an eye on these developments and think about how they might affect their businesses.
It’s interesting to see how companies make subtle adjustments to their sites to see how seller and customer behavior changes. We actually have an article on how Amazon makes small changes to subtly manipulate seller behavior. You should give it a read.
Also in the News
- Could you earn a fortune from your old clothes? The Sun
- Check out ‘I am Kenough’ hoodies. Yahoo
- TikTok is adding text posts. The Verge
International Retailer News
How Crocs Became a Fashion Statement
Crocs, the colorful and notoriously comfortable foam clogs, have transitioned from being largely considered ‘uncool’ to a now beloved fashion staple around the world, and notably among the Gen Z demographic in China.
While the global pandemic undeniably played a role in the brand’s resurgence as people sought comfort over style, the significant transformation of Crocs can be largely credited to a strategic shift led by CEO Andrew Rees. On joining Crocs in 2014, Rees revitalized the brand by embracing its iconic Classic Clog design and shifting the brand’s messaging to promote individual empowerment and self-acceptance. All under the banner ‘Come As You Are’.
This fresh positioning, coupled with the brand’s focus on ‘casualization and personalization’, resulted in a unique product that fit perfectly with the post-pandemic fashion ethos. Consumers were now seeking comfort, versatility, and the ability to express their individuality. All these attributes are perfectly embodied by the customizable, waterproof, and ergonomic Crocs clogs.
Riding this wave of acceptance, Crocs sought to expand its reach through collaborations with celebrities. Crocs have been officially worn by big names such as Post Malone and Justin Bieber, and even luxury fashion houses like Balenciaga and MCM. These partnerships played a crucial role in cementing Crocs’ newfound status as a fashion statement, particularly among Gen Z consumers.
Looking to capitalize on this success, Crocs has set its sights on China, the world’s second-largest footwear market. With the aim of growing its Asian sales to a quarter of global sales by 2026, the brand has identified ‘sandals penetration, digital innovation, and growth in Asia’ as strategic priorities.
An inspiration for sellers
Crocs’ revival offers key lessons for sellers, including the importance of embracing unique brand identity. The strategic expansion into Asia, particularly China, reveals the value of identifying and capitalizing on global opportunities.
Overall, the company’s journey underscores:
- the power of robust branding,
- understanding consumer trends,
- and seizing strategic growth opportunities in the global market.
Speaking of strange trends, did you know that Webretailer has its own ‘Trends’ section? Just recently, we covered a new favorite — sunscreen powder. Great to use, maybe even better to sell in your eCommerce store?
Surge in Beauty Retail in China
By 2027, China will potentially constitute around a sixth of the global beauty retail market, or $96 billion, according to a 2023 report by BOF and McKinsey. This growth is due to significant drivers such as the return of travel and the official end of COVID-19 measures. To attract consumers back, retailers are using AI-driven brick-and-mortar activations to provide unforgettable experiences.
One of the companies that are leading China in the growth of global beauty retail is Douyin. Its gross merchandise value exceeded $10.6 billion in the first half of 2023, thanks to an increase in short video content consumption and heavy investment in livestreaming and ads.
The company’s popularity also reaches lower-tier cities, providing an opportunity for brands to reach a wider audience online. Other noteworthy trends include an upsurge in beauty tech devices sales, the increasing sophistication of Chinese beauty shoppers, and a shift towards cultural and emotional marketing.
In 2022, the term ‘clean beauty’ was identified as one of the defining keywords of China’s beauty market by Mintel, a global market intelligence agency. The end of mandatory animal testing for beauty products in 2021 has encouraged local brands to explore this sector.
Brands based on traditional Chinese medicine are also experiencing increased popularity, perceived as being natural and safe. As these trends continue to shape the beauty industry in China, market players need to adapt and leverage these changes for sustained growth.
For eCommerce sellers
As Chinese consumers demonstrate a growing interest in beauty tech devices and clean beauty, eCommerce sellers should consider introducing or expanding product lines that align with these trends. This could include beauty devices or products that incorporate traditional Chinese medicine ingredients, or that prioritize natural and cruelty-free elements.
See our article about the challenges of selling beauty products on Amazon.
Also in the News
- Changes in the audiovisual experience. Tech Bullion.
- Alibaba to cut emissions? SCMP
Webinars
For everyone
Various dates: Amazon advertising’s global webinar program continues with 20+ webinars scheduled, covering Prime Day Preparation, Sponsored Products, Sponsored Brands, reporting, optimization, and other tips. Amazon.
For US sellers
August 3: The 30 Minute Breakdown. Tinuiti.
For UK sellers
Various dates: Amazon advertising’s global webinar program continues with 20+ webinars scheduled, covering Prime Day Preparation, Sponsored Products, Sponsored Brands, reporting, optimization, and other tips. Amazon.
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