Good morning, eComm legend.

The ride is about to begin. This week feels like the slow click of a rollercoaster heading to the top: exciting, nerve-wracking, and a little “what did I sign up for?” But don’t worry, we’ve got your seatbelt locked and loaded with all the intel to turn the dips into momentum.

The thrill? It’s all about staying ahead. Just like knowing the best spots to throw your hands up on the coaster, being prepared for twists in tariffs, tech, and tools will have you riding high while others are gripping the safety bar. Stay sharp, act fast, and let’s make this journey one for the books.

In today’s agenda:

1) Exec orders: tariffs rising, TikTok hanging…

2) …but app stores said “Not so fast” 🤷‍♂️

3) New ad tools: Microsoft says “your data, your payday”

4) pL Copilot: time to upgrade your DIY post-purchase 🛠️

— Written by Alex Secanove

1) Exec orders: tariffs rising, TikTok hanging…

Alright, you’re scrolling X (again) and see headlines about Trump’s flurry of over 20 executive orders already signed. That bottle of TikTok juice is ready to get squeezed dry before someone snatches it away. Here’s how this remix of government moves impacts your sales, costs, and sleepless nights.

TikTok’s not canceled (yet): The 75-day delay on the TikTok ban means you’ve got time to keep that sweet UGC train rolling. This is good because TikTok ads convert like cold brew on a Monday morning. Here’s the play:

• Squeeze every drop of TikTok juice while you can.

The tariffs are coming: Trade policies are tightening like your pants post-holiday season, and imported goods could get pricier.

President Donald Trump signed an executive order setting the stage for 25% tariffs on imports from Canada and Mexico by February 1 unless those countries address concerns about unauthorized migration and fentanyl smuggling.

A 10% tariff on Chinese imports is also on the table, targeting alleged links to the fentanyl crisis. If you’re sourcing overseas, it’s time for a “what’s next” chat:

• Start pricing out domestic suppliers (who knows? you know… you never know).

• Bulk up inventory now before costs rise.

• Consider raising prices incrementally—sudden spikes scare customers more than horror movie jump scares.

Labor’s looking tricky: With tighter immigration policies, including a national emergency declaration and enforcement orders signed on January 20, 2025, the impact may not hit your team directly but could ripple into logistics and warehousing.

Measures like increased deportations and workplace inspections may disrupt labor availability. If your fulfillment centers or partners rely on immigrant workers, prepare for potential delays or rising costs. Build shipping buffers, explore alternate providers, and monitor expenses to stay agile. Think of it as future-proofing your supply chain.

These executive orders are like a surprise DJ set at your store’s metaphorical party. Some tracks slap, others kill the vibe. But here’s the cheat code: stay informed, act tactically, and keep adapting. This way, you’ll surf the chaos, not sink in it.

Sources: whitehouse.gov

2) …but app stores said “Not so fast” 🤷‍♂️

TikTok is like that friend who always says, “I’m leaving!” but never actually grabs their coat. Thanks to a last-minute executive order, the app got a 75-day extension before its fate is sealed. But don’t cancel your other marketing plans yet.

No new downloads: Here’s the catch: TikTok isn’t taking new friends. Apple and Google have booted it from their app stores, which means no fresh downloads or app updates. For your existing audience, this is fine-ish. But for growing your reach, it’s like trying to party when the bouncer’s not letting anyone else in.

Tactical moves you need now:

• Export your data: Download analytics and customer data. There’s no guarantee TikTok stays operational.

• Diversify: Start building on Instagram Reels, YouTube Shorts, and even Pinterest (trust me, Pinterest is sneaky good for product discovery).

• Email lists matter: Focus on converting TikTok followers into email subscribers. Your email list can’t be banned (unless you spam, but that’s on you).

The ByteDance dilemma: ByteDance isn’t exactly winning Oscars for their data security arguments. Lawmakers see it as risky, ByteDance calls that an exaggeration, and here we are, stuck in a “he said, she said” loop. But your job isn’t picking sides—it’s ensuring your marketing doesn’t face-plant if TikTok vanishes.

What’s next: April 5 is the new D-Day. The platform’s future might look like a buyout (Cc MrBeast lol), a breakup, or a full-on ban. Until then, think of TikTok as an unreliable WiFi signal—great while it’s there, but don’t base your whole operation on it. Play it smart, and maybe laugh about this later. Or cry. Depends on sales.

Sources: cnbc.com, usatoday.com, aspire.com, natlawreview.com

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3) New ad tools: Microsoft says “your data, your payday”

As third-party cookies crumble into irrelevance, Microsoft’s shiny new ad tools are stepping into the spotlight—and they’re aimed squarely at you, dear eComm legend. These tools promise revenue magic and data wizardry, but let’s cut through the jargon and get real about what you’ll actually be able to do with them (hint: it’s more than a “set it and forget it” situation).

Monetize first-party data: Curate for Commerce will let you turn customer data into ad revenue, by attracting complementary, non-endemic partners across the web (for example spatulas paired with air fryers). Big players like Kohl’s are piloting it.

Use SPB for better promos: Sponsored Promotions by Brands is for when you want ads that actually work. Pay only when someone clicks and buys (no more money-pit campaigns). Your promo pops up on Bing, Edge, or retail partners (yes, Bing still exists).

First-party data = gold: With third-party cookies crumbling faster than a cheap biscotti, first-party data is your lifeline. Build email lists and loyalty programs now to stay competitive—retailers like Kohl’s are already ahead of the curve.

Immediate action plan:

1. Start cleaning and tagging your customer data.

2. Brainstorm three potential non-endemic advertisers for partnerships.

3. Refine offers, visuals, and messaging to make promotions click-worthy.

4. Build or enhance loyalty and email capture programs to strengthen your data foundation.

These tools are shaping up to be powerful, and while you wait for access, taking these steps now ensures you’re ready to hit the ground running when they launch (because nothing’s worse than finally getting the invite and realizing you’re less prepared than someone googling “how to adult” at 30).

Sources: microsoft.com

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* Executive Cheat Sheet

• UGC (User-Generated Content): Content created by customers or users of a platform, often in the form of reviews, social media posts, or videos that help brands showcase authentic experiences.

• First-Party Data: Information collected directly by a business from its audience, such as email addresses or purchase history, used for personalized marketing and insights.

• Non-Endemic Advertisers: Brands or businesses that advertise in industries or markets unrelated to their primary products or services, often to expand reach or target new audiences.

• A/B Testing: A method of comparing two versions of a webpage, email, or advertisement to determine which performs better based on metrics like clicks or conversions.