Good morning, eComm legend.

Super Sponge is back, babyyyyy! Saving marriages, scrubbing away existential crises, and moonlighting as a life coach—at least according to that glowing Amazon review on your knockoff Scrub Daddy listing. Plot twist: it’s faker than your high school crush’s “We should hang out sometime.” And now, the FTC is kicking down the door.

But fear not. Today, we’re serving up the survival guide to keep your business squeaky clean (pun absolutely intended). No fake reviews, no abandoned carts, no ROI guesswork. Just the tools, tips, and tactics to turn today’s eComm hurdles into your next big win. Let’s scrub this mess and get you shining.

In today’s agenda:

1) Honest reviews = profits, fakes = $50k fines 💸

2) Chrome autofill: cart completion up 75%.

3) Influencers tracked down to the SKU 🛍️

4) PayPal spies (legally), you profit.

— Written by Alex Secanove

1) Honest reviews = profits, fakes = $50k fines 💸

That’s the FTC’s new reality check, and it’s already started with AI tools like Rytr. If you’re still faking reviews, you’re risking fines bigger than a Succession settlement. Authenticity isn’t optional—it’s the line between thriving and going broke.

What Just Happened: In October 2024, the FTC sued Rytr for mass-producing fake reviews, signaling a crackdown. Fake it, and you’ll pay—up to $50K per violation. Sellers, not platforms like Amazon, will take the fall.

AI’s Role: Fake reviews used to be a joke (“This sponge saved my marriage”). Now, AI tools like Rytr churn out polished, human-like reviews, fueling a plague of fake content. Transparency Company flagged 14% of reviews in some sectors as fake, driven by AI.

How to Get Authentic Reviews:

• Leverage purchase moments: Tools like Stamped.io request reviews right after delivery.

• Reward honesty: Offer loyalty points or discounts for verified reviews (FTC disclosure required).

• Use photos for trust: Apps like Loox encourage photo/video reviews.

• Ask VIPs: Personally ask repeat buyers for reviews using tools like Bonjoro for a personal touch.

Transparency Wins: Genuine reviews don’t just keep the FTC off your back—they build trust and drive conversions. Use tools to showcase real feedback and turn honesty into profitability.

Sources: ftc.com, ksl.com, fortune.com

2) Chrome autofill: cart completion up 75%.

Chrome autofill used to be just a handy way to skip typing '123 Fake Street' for the hundredth time. Now, it's a powerhouse tool reducing cart abandonment rates with the same intensity as a toddler spotting an ice cream truck. A December study from the Chrome team confirms: auto-fill brings moneeeey.

Fewer abandoned carts: Checkout abandonment, the final boss of online shops, is cut by up to 75% with Chrome autofill. Long forms become quick clicks—no ZIP code memorization or card digging required. Just click, done. Applause, please.

Speed wins wallets: The Chrome team’s December study shows autofill shaves off 35% of the time customers spend completing forms. In eCommerce terms, that's faster than your competitor's site loading. Because shoppers don’t want to “register” or squint at small keyboards. They want their stuff, and they want it yesterday.

Get tactical now:

• Reduce form fields to essentials: address, payment, email. Make the rest optional.

• Try Bolt for one-click checkout if you’re not using Shopify.

While you can’t directly control how autofill works, knowing its quirks helps you spot trends. Check which devices and browsers convert better—you might find some unexpected wins.

Sources: google.com,

See how top Shopify brands are leveling up their lifecycle marketing

• 3X the opt-in rate of your existing pop up

• Grow your subscriber list by 40%

• Increase abandonment flow revenue by 55%

See how it works

3) Influencers tracked down to the SKU 🛍️

Big merger: Boston-based influencer tech company Later just acquired Mavely for $250M. This isn’t just corporate posturing—eCommerce owners, take note. Think tracking sales down to a SKU level (yes, finally) and smarter campaign ROI.

Why this matters: Influencer marketing is projected to hit $9.29B by 2025. With Mavely’s tools, Later lets you see exactly which Instagram post drove sales for those socks you’re selling. Goodbye, “I think it worked?”, hello precise metrics. Bonus: access to Mavely’s 120K creators who've moved $1B in goods.

Game-changing tools:

• Track sales by post: SKU-level attribution for sharper insights with Mavely.

• Creator matchmaking: Later now offers AI to match you with influencers who actually convert.

• Same-day payouts: Faster cash for influencers = happier creators.

• Retail integrations: Integrations with 1,400 brands (Nike, Macy’s, Lululemon).

How to level up: Ditch the guesswork. Start small—pair with 2-3 creators, track sales with Mavely links, and double down on what works. If ROI doesn’t add up, pivot fast.

Final boss move: Consolidation is reshaping influencer marketing. Publicis snagged Influential for $500M last year; now Later and Mavely are teaming up. For you, it means fewer tools, more powerful platforms, and less toggling—just more selling.

Sources: stocktitan.com, adweek.com, ppc.land

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* Executive Cheat Sheet

• Fake Reviews: Reviews that are intentionally fabricated to mislead consumers, often created using AI tools, now punishable by the FTC with fines up to $50K per fake review.

• Chrome Autofill: A browser feature that automatically fills checkout forms, reducing cart abandonment by up to 75% and speeding up transactions by simplifying the purchase process.

• SKU-Level Attribution: A marketing metric that tracks which specific product (SKU) was sold through a campaign, providing detailed insights into influencer marketing performance.

• Closed-Loop Attribution: A system that connects ad spend directly to sales data, allowing businesses to track which clicks resulted in purchases for precise ROI analysis.