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- đ¸ Executive Orders Breakdown
đ¸ Executive Orders Breakdown
20 exec orders on Day 1, TikTok saved by the gong, and new Microsoft ad tools.

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 âwhat did I sign up for?â But donât worry, weâve got your seatbelt locked and loaded with all the intel to turn the dips into momentum.
The thrill? Itâs 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 letâs make this journey one for the books.
In todayâs agenda:
1) Exec orders: tariffs rising, TikTok hangingâŚ
2) âŚbut app stores said âNot so fastâ đ¤ˇââď¸
3) New ad tools: Microsoft says âyour data, your paydayâ
4) pL Copilot: time to upgrade your DIY post-purchase đ ď¸
â Written by Alex Secanove

1) Exec orders: tariffs rising, TikTok hangingâŚ

Alright, youâre scrolling X (again) and see headlines about Trumpâs flurry of over 20 executive orders already signed. That bottle of TikTok juice is ready to get squeezed dry before someone snatches it away. Hereâs how this remix of government moves impacts your sales, costs, and sleepless nights.
TikTokâs not canceled (yet): The 75-day delay on the TikTok ban means youâve got time to keep that sweet UGC train rolling. This is good because TikTok ads convert like cold brew on a Monday morning. Hereâs 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 youâre sourcing overseas, itâs time for a âwhatâs nextâ chat:
Start pricing out domestic suppliers (who knows? you know⌠you never know).
Bulk up inventory now before costs rise.
Consider raising prices incrementallyâsudden spikes scare customers more than horror movie jump scares.
Laborâs 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 storeâs metaphorical party. Some tracks slap, others kill the vibe. But hereâs the cheat code: stay informed, act tactically, and keep adapting. This way, youâll surf the chaos, not sink in it.
Sources: whitehouse.gov

X-Ray of the Week: Steve Maddenâ $1.98B Growth Engine
đ Platform: Shopify
đ˘ Ads: Snapchat Ads + Microsoft Ads
đŁ Marketing: Bluecore
đ Social Impact: ShoppingGives
đ Engagement: Swym Wishlist Plus
đ Post-purchase: Happy Returns
đ Search: Fast Simon + Algolia
âď¸ User-Generated Content: Yotpo
đŹ Customer Service: Gorgias + Attentive
đ Analytics: Google Analytics + Hotjar
đŚ Inventory: Back in Stock
đ SEO: SC Easy Redirects
đľď¸ââď¸ Fraud Prevention: Riskified
You can also X-ray the growth engine behind ANY 8-figure Shopify store's success with our Free Chrome extension, revealing their growth apps and tech stack.

2) âŚbut app stores said âNot so fastâ đ¤ˇââď¸

TikTok is like that friend who always says, âIâm leaving!â 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 donât cancel your other marketing plans yet.
No new downloads: Hereâs the catch: TikTok isnât 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, itâs like trying to party when the bouncerâs not letting anyone else in.
Tactical moves you need now:
Export your data: Download analytics and customer data. Thereâs 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 canât be banned (unless you spam, but thatâs on you).
The ByteDance dilemma: ByteDance isnât 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 âhe said, she saidâ loop. But your job isnât picking sidesâitâs ensuring your marketing doesnât face-plant if TikTok vanishes.
Whatâs next: April 5 is the new D-Day. The platformâs 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 signalâgreat while itâs there, but donât 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

Drowning In Support Tickets? Maven AGI is here to help.
Maven AGI platform simplifies customer service by unifying systems, improving with every interaction, and automating up to 93% of responses. Seamlessly integrated with 50+ tools like Salesforce, Freshdesk, and Zendesk, Maven can deploy AI agents across multiple channelsâtext, email, web, voice, and appsâwithin days. Companies like Tripadvisor, ClickUp, and Rho slash response times by 60%, ensuring quicker support and exceptional customer satisfaction. Donât let support tickets slow you down

3) New ad tools: Microsoft says âyour data, your paydayâ

As third-party cookies crumble into irrelevance, Microsoftâs shiny new ad tools are stepping into the spotlightâand theyâre aimed squarely at you, dear eComm legend. These tools promise revenue magic and data wizardry, but letâs cut through the jargon and get real about what youâll actually be able to do with them (hint: itâs more than a âset it and forget itâ 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 Kohlâs 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 competitiveâretailers like Kohlâs are already ahead of the curve.
Immediate action plan:
Start cleaning and tagging your customer data.
Brainstorm three potential non-endemic advertisers for partnerships.
Refine offers, visuals, and messaging to make promotions click-worthy.
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 youâre ready to hit the ground running when they launch (because nothingâs worse than finally getting the invite and realizing youâre less prepared than someone googling âhow to adultâ at 30).
Sources: microsoft.com

4) pL Copilot: time to upgrade your DIY post-purchase đ ď¸

ParcelLab just released two shiny tools at the NRF Big Show 2025, and theyâre here to turn your post-purchase chaos into something that doesnât feel like a DIY plumbing job held together by hope and duct tape. If youâve ever felt like a human tracking number hotline or your email strategy screams "we tried," this is your moment.
Post-purchase chaos: Letâs be real, post-purchase is where the plot twists. Your customer got the âbuyâ dopamine hit, but now comes the waiting anxiety (you know, like waiting for your pizza tracker to hit âOut for Deliveryâ). Enter pL Copilot, a brainy AI assistant that can optimize customer communication without making you feel like you're trapped in a coding dungeon. This little buddy automates repetitive tasks and gives workflow tips like a cool co-worker whoâs already finished their to-do list.
Quick wins for the stressed ecomm hero:
Let pL Copilot suggest fixes to broken workflowsâlike spotting where customers keep ghosting after delivery notifications.
Use the AI Email Editor to A/B test tone (formal vs âyou up?â vibes) without hiring an entire email team.
Automate multilingual email updates so your international customers donât feel like theyâre decoding a bad movie subtitle.
Why it matters: Your buyers care about what happens after checkout. But keep them engaged with useful updates, and suddenly your brandâs more trustworthy than your group chatâs restaurant recommendations. Plus, less time firefighting means more time scaling.
Next steps, no pressure: If your post-purchase experience feels like a bad sequel, tools like these might help you re-write the script. But hey, even if you're not into AI, just remember: customer retention is cheaper than acquisition.
Sources: parcellab.com

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Actionable tips to boost your results today.

* 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.