Hey there, eComm legend.

AI isn’t just spitting out haikus and trying to sound smart anymore. It’s hustling—selling products like a kid peddling overpriced cookie dough. From ChatGPT’s cousin flipping wolf-under-the-moon T-shirts to TikTok turning mindless scrolling into million-dollar shopping sprees, the eCommerce game is evolving. Fast. FAST.

Why it matters: If you’re still treating AI like it’s the future, here’s the wake-up call— it’s already the NOW. Whether it’s AI selling your product catalog, Google laying the smackdown on lazy content with AI, TikTok becoming the QVC for Gen Z, or shoppers finally swiping their cards with confidence, your playbook needs to keep up.

Let’s break down what’s happening, who’s cashing in, and how you can make these trends your next big win.

In today’s agenda:

1) ChatGPT's cousin sells t-shirts 👕

2) Google’s war on lazy content: round 2 🥊

3) Finally! Shoppers want to spend again.

4) While Congress debates, TikTok Shop banks $100M on Black Friday (this is nuts)

— Prepared by Alex Secanove

1) ChatGPT's cousin sells t-shirts 👕

If ChatGPT and Google had a baby, it’d probably be Perplexity AI—except this baby skips the diaper phase and goes straight to reading Nietzsche. It’s a hyper-intelligent search engine built to answer your questions directly, with receipts (real citations, none of that “Yes, lasagna is an Italian cake introduced in 1926 by Charlemagne”).

Now, it’s entering the eCommerce ring with tools like “Snap to Shop” and in-app purchasing, making it look like the lovechild of ChatGPT and Amazon. And here’s why you (🫵 YOU), dear eCommerce maven, should start paying attention.

Why people will shop there: With 50M+ global visitors, Perplexity is a rising player you should integrate into your marketing strategy now. Its new shopping features integrate with Shopify, Walmart, and other major platforms. It delivers unbiased recommendations and seamless direct purchasing—making it a serious contender in the eCommerce space.

How to show up: If you have a Shopify… you’re already in. Everyone else: you’re on the waitlist like it’s Taylor Swift concert.

Specificity wins: SEO for conversational AI is a brand new field. It still feels like dark magic, but optimizing for Perplexity just requires understanding deeply your shoppers, their pain points and their needs. This isn’t Google; this is AI search. Tactics you need, in bite-sized form:

• Title Perfection: Short, clear, and full of keywords (but not spammy). Think, “Stainless Steel Water Bottle - Leakproof & BPA-Free.”

• Answer Real Questions: Craft product descriptions and blog posts that directly respond to specific user queries. For example, instead of “Yoga mats,” write, “What’s the best yoga mat for beginners with bad knees?”

• Context is Key: Understand the intent behind user searches and tailor your content accordingly. If someone asks about “yoga mats for bad knees,” highlight features like extra cushioning or joint support.

• Prioritize Schema Markup: Add structured data to products so AI understands them better. For example AI needs to know your "Red Running Shoes" are size 10, $75, and in stock.

• Update Often: Perplexity’s algorithm loves fresh content. Update your product page often, write blog articles every day, and make it conversational so AI search knows it addresses super specific problems.

• Embrace Multimedia: Include images, video demos, and even upload on Youtube if possible. More formats = better ranking.

• Claim Your Space: Create your business presence using Perplexity’s Pages feature. Write guides with Perplexity to answer specific questions, and include links to your store in the content.

Winning here is about creating content that Perplexity can’t resist. It’s not Google; don’t play like it is. Treat every page like a virtual handshake. It’s your shot to make shoppers think, “Wow, they really get me.”

The bottom line: eCommerce is changing faster than the plot of a prestige TV drama, and Perplexity AI is writing the next season. By acting now, you’re not just keeping up; you’re getting ahead. Because when your products are the ones people find first, you’re not just surviving—you’re thriving.

Sources: techcrunch.com, thecuberesearch.com, modernretail.com, perplexity.com

2) Google’s war on lazy content: round 2 🥊

"I am inevitable" - Google, probably, as it unleashes its AI-powered snap on third-party content freeloaders. High-profile offenders reportedly include CNN Underscored, Forbes Advisor, and WSJ Buy Side. What used to be a manual process is now automated with AI. eCommerce owners relying on these tactics, take note: Google's watching.

Here’s the twist: Gone are the days of playing whack-a-mole with sneaky sites. Google’s latest update claims it can algorithmically identify “independent or starkly different” sections within a site and treat them like they’re separate domains.

Translation: Your third-party content won’t just lose its ranking mojo—it’ll be cut off from the “main site” authority you’ve been banking on. Worse yet, there’s no escape hatch. Don't even think about playing hide-and-seek with subdomains. That's like trying to outrun the Terminator.

Forget about recovery: Google’s spam policies explicitly state there’s no coming back from this penalty. If you’re trying to salvage spammy articles, that’s like putting lipstick on a Gremlin after midnight. No amount of editorial polish will save you, nor will moving to a different corner of your site. The message is clear: stop relying on outsourced, low-effort traffic bait.

The only viable response is to pivot now: Focus on building first-party content that’s meaningful, original, and serves your audience directly. Think high-quality blog posts, in-depth product guides, or customer-generated reviews that earn clicks the hard way.

If your SEO strategy involves third-party fluff to manipulate rankings, your countdown has already started. At best, these penalties target sections of your site. At worst, Google could roll this policy into its core algorithm, punishing your entire domain. Do yourself a favor—noindex the junk, double down on authentic content, and get ahead of the storm before it hits. Google’s watching, and this time, there’s no cheat code.

Sources: domainnamewire.com, seroundtable.com, stanventures.com, searchenginejournal.com

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3) Finally! Shoppers want to spend again.

Break out the confetti cannons - the retail drought is officially over! The Federal Reserve Bank of New York reports household expectations for the year ahead are the brightest since February 2020. In other words: those "maybe later" carts are about to become "treat yo'self" receipts.

Here’s the cherry on top: Household income growth expectations ticked up to 3.1%, and spending growth forecasts dipped to 4.7%. That might sound like cautious budgeting, but for eCommerce owners, it means consumers feel confident enough to spend smarter—not necessarily less. Bonus: the risk of missed payments dropped to its lowest point since June. If fewer wallets are at risk of falling behind, eCommerce brands have a prime opportunity to scoop up shoppers who are ready (and able) to check out with confidence.

Meanwhile: Employers added 227,000 jobs in November, outpacing forecasts. Combine that with the biggest boost in employment trends since 2022, and you’ve got the perfect backdrop for a spending rebound. A growing job market means more paychecks to go around, and eCommerce businesses could see those extra dollars finding their way into carts instead of mattresses.

Consumers aren’t breaking out the party hats yet, but they’re laying the groundwork for a solid Q4. For eCommerce players, this is the time to strike: optimize your checkout flows, refine your email marketing, and be ready for shoppers who are looking for reasons to say “yes.” Okay, it’s happening, everybody stay calm… STAY CALM.

Sources: pymnts.com, newyorkfed.com, jpmorgan.com, mckinsey.com

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* Executive Cheat Sheet

• Snap to Shop: A tool that lets users take a picture of a product and instantly find and purchase it online.

• Schema Markup: Code added to your website that helps search engines and AI understand and display product details, like price, size, and availability.

• First-Party Content: Original content created by your business, such as blogs, guides, or reviews, instead of relying on third-party sources.

• Live Shopping: A real-time video stream where businesses showcase products, answer questions, and sell directly to viewers.