Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

To slam or not to slam the agency commerce: the dilemma of retailers

Brand: Meta

Campaign: Collaborations with retailers for AI shopping agents

Source: https://www.marketingdirecto.com/digital-general/digital/dar-no-portazo-comercio-agentico-dilema-atormenta-retailers

Goal: To facilitate AI-driven purchasing through collaborations with retailers

Media: E-commerce websites, online payment platforms

Summary: The article discusses the growing trend of AI agents in online shopping, highlighting how some e-commerce websites are blocking these agents while others, like Walmart and Gap, are embracing collaborations with Meta's AI agent Muse. Despite concerns over security and transaction verification, AI-driven purchases are significantly increasing, indicating their expected prominence in the upcoming holiday shopping season.

Portugal

OPPO Launches Official Online Store in Portugal

Brand: OPPO

Campaign: Official Online Store Launch in Portugal

Source: https://www.imagensdemarca.pt/artigo/oppo-lanca-loja-online-oficial-em-portugal/

Goal: To provide a direct sales channel for consumers

Claim: Exclusive online shopping benefits

Media: Online platform

Summary: OPPO has launched its official online store in Portugal, providing consumers with direct access to smartphones and accessories that were previously unavailable in the market. The platform offers exclusive deals, discounts, and a centralized space for purchasing OPPO products, aiming to enhance consumer connection and shopping experience.

e-commerce online shopping smartphones

Sweden

Cdon Launches New Brand Concept with Save Our Souls and No Fish

Brand: Cdon

Campaign: Expect Everything

Source: https://www.resume.se/marknadsforing/kampanj/cdon-utmanar-amazon-vill-att-du-ska-forvanta-dig-allt/

Goal: To clarify Cdon's brand image and offer

Claim: Expect Everything

Media: National cinema, subway, trams, digital platforms, selected takeovers

Summary: Cdon has launched a long-term brand concept in collaboration with agencies Save Our Souls and No Fish, aiming to establish clarity around its offerings under the slogan 'Expect Everything'. The campaign includes the introduction of characters called 'Cdon-lings' in a playful universe, with plans for frequent and rapid execution of new campaigns leveraging AI production.

advertising branding e-commerce

Uruguay

Cyber Monday Returns in November (when it will be and when companies can join)

Brand: CIBERLUNES®

Campaign: CIBERLUNES 2025

Source: https://infonegocios.biz/y-ademas/ciberlunes-vuelve-en-noviembre-cuando-sera-y-desde-cuando-las-empresas-pueden-sumarse

Goal: To boost traffic and sales for participating companies' websites

Claim: Strengthening online offerings and creating sales opportunities

Media: ciberlunes.uy, digital channels

Summary: The CIBERLUNES® e-commerce event will take place from November 2 to 4, aiming to drive traffic and sales for participating companies. In 2025, the event recorded over 710,000 visits and generated more than 480,000 direct visits to the brands involved. The initiative also offers special benefits for companies to enhance their online sales channels through various proposals related to e-commerce, digital marketing, and logistics.

digital marketing e-commerce sales event

Sweden

Maxi ICA Uses Reaction Videos in New Campaign

Brand: Maxi ICA

Campaign: Reactions Videos Campaign

Source: https://www.resume.se/marknadsforing/kampanj/livsmedelsjatten-testar-nytt-reklamformat/

Goal: To promote e-commerce offers through engaging content

Claim: Largest on low prices

Media: Web

Summary: Maxi ICA has launched a new campaign inspired by the popular format of reaction videos found online, featuring the character Maxireportern who reacts to weekly offers on icamaxi.se with enthusiasm typical of social media reactions. The campaign aims to effectively integrate this digital trend into grocery advertising, highlighting their positioning as a leader in low prices.

advertising e-commerce reaction videos social media

USA

Meta introduces Muse, a UI agent that can shop for you

Brand: Meta

Campaign: Muse Introduction

Source: https://www.marketingmagazin.si/ai-tech/ai/12059/meta-predstavlja-muse-ui-agenta-ki-lahko-nakupuje-namesto-vas/novice

Goal: Introduce a personal UI agent for shopping

Claim: An AI agent that can shop on your behalf

Summary: Meta has introduced Muse, a personal UI agent that can use other applications, browse the web, and make purchases with the user's permission. It is currently available in the USA.

AI e-commerce Personal Assistant

Global

Target’s Profits Double as Roundel, Same-Day Delivery Power a Growth Streak

Brand: Target

Campaign: AI-Powered Shopping Experience

Source: https://www.adweek.com/commerce/targets-profits-double-as-roundel-same-day-delivery-power-a-growth-streak/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=10

Goal: Enhance shopping experience using AI

Claim: Items added to wish lists more than doubled

Media: Digital, App

Summary: Target reported a strong financial performance, doubling their profits in the second quarter, largely driven by success in digital sales and the launch of AI-powered features aimed at improving the shopping experience. The company also emphasized their ongoing collaboration with AI platforms and the creation of personalized customer experiences.

AI digital marketing e-commerce retail

United States

Target’s Profits Double as Roundel, Same-Day Delivery Power a Growth Streak

Brand: Target

Campaign: AI-Powered Shopping Experience

Source: https://www.adweek.com/commerce/targets-profits-double-as-roundel-same-day-delivery-power-a-growth-streak/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=2

Goal: Enhance customer engagement through AI technology

Claim: Experience personalized shopping with AI technology

Media: Digital, App

Summary: Target's profits have more than doubled, driven by a 28.6% revenue increase from its advertising network, Roundel. The company's focus on AI technology has led to a 50% increase in total wish list creation and more than doubled items added to those lists. Target is also implementing AI-powered features to improve the shopping experience, boosting digital traffic significantly.

advertising AI e-commerce retail

Japan

Without Resellers, the Economy Doesn’t Move: Mercari Strengthens Listing Regulations and Fraud Detection Measures

Brand: Mercari

Campaign: Measures Against Reselling

Source: https://www.advertimes.com/20260810/article553696/

Goal: To enhance safety and security in transactions

Claim: AI-driven detection and comprehensive support for buyers

Summary: Mercari has strengthened measures against reselling by implementing AI for fraud detection and full compensation policies. These initiatives have contributed to a significant growth in transactions, with a reported 14.7% increase in GMV, marking a return to double-digit growth for the first time in three years. The campaign focuses on ensuring a safe marketplace while addressing the criticisms surrounding high-priced reselling of limited items.

e-commerce fraud detection marketplace safety

Japan

How TikTok Shop Will Change ‘Non-Search E-Commerce’

Brand: TikTok Shop

Campaign: BUZZ BUY BOOSTER

Source: https://www.advertimes.com/20260803/article552072/

Goal: Support TikTok Shop's launch and improve sales through content creation

Claim: TikTok Shop transforms e-commerce with video encounters

Media: Short videos, live streaming, social media

Summary: Hakuhodo DY ONE has launched a dedicated support service 'BUZZ BUY BOOSTER' to assist TikTok Shop's entry into the Japanese market. The campaign focuses on strategic planning, content production, and leveraging creators to maximize sales and customer engagement. Despite the rising popularity of TikTok Shop, businesses have concerns about its effectiveness, which varies significantly by product and strategy. The analysis indicates that engagement through video content and live streams can significantly impact sales, highlighting the need for a tailored approach to marketing on TikTok.

content creation e-commerce Japanese market TikTok marketing

Czech Republic

Decathlon Introduces New Digital Platform, Now Launched in the Czech Republic

Brand: Decathlon

Campaign: New E-commerce Platform Launch

Source: https://www.mam.cz/novinky/online-a-social/2026-06/decathlon-predstavuje-novou-digitalni-platformu-nyni-ji-spustil-take-v-cesku/

Goal: Improve customer experience through an omnichannel platform

Claim: A smoother, simpler, and more personalized customer experience

Media: Digital platform, mobile application

Summary: Decathlon is launching a new e-commerce platform in celebration of its 50th anniversary, aiming to enhance its omnichannel ecosystem by integrating online and offline environments. This platform has already been successfully implemented in several European markets, and early results from its launch in the Czech Republic show promising increases in conversion rates and cart completions. The transformation is supported by a modular technological architecture that improves order management, inventory, and payment processes, ultimately providing a more intuitive shopping experience and supporting Decathlon's objective of making sports accessible to more people.

digital transformation e-commerce omnichannel

Netherlands

Coolblue Adjusts Delivery Promise After Advertising Code Commission Ruling

Brand: Coolblue

Campaign: Delivery Promise Adjustment

Source: https://www.adformatie.nl/marketing/reputatie-en-crisis/coolblue-past-bezorgbelofte-aan-na-oordeel-rcc

Goal: To adjust delivery promises based on new regulations

Claim: Delivery promise adjustment

Summary: Coolblue has revised its delivery promise following a ruling from the Advertising Code Commission, ensuring compliance with advertising regulations.

advertising regulation e-commerce

Spain

Carrefour accelerates in Spain: generated 5.726 billion in the semester and grew by 2.7%

Brand: Carrefour

Campaign: Carrefour 2030

Source: https://infonegocios.biz/infonegocios-barcelona/carrefour-acelera-en-espana-facturo-5-726-millones-en-el-semestre-y-crecio-un-2-7-2

Goal: To enhance retail excellence and customer focus

Summary: Carrefour achieved a revenue of 5.726 billion euros in Spain for the first half of the year, marking a 2.7% increase compared to the same period last year. The company opened 44 new stores, growing its total to 1,654, and expanded its customer base in the Club Carrefour to over 11 million members. The group's net profit reached 30 million euros, rebounding from a loss of 400 million euros a year earlier. The success is attributed to a sustained growth in fresh products, strong performance in convenience formats, and e-commerce activities, demonstrating robust growth in a favorable market environment.

customer engagement e-commerce food products Retail growth Store expansion

Czech Republic

Notino Connects Beauty Products and Services. Today, It Collaborates with Over 8,000 Salons in Five Countries

Brand: Notino

Campaign: Notino Partner

Source: https://www.mam.cz/novinky/zadavatele-a-znacky/2026-07/notino-propojuje-beauty-produkty-a-sluzby-dnes-spolupracuje-s-vice-nez-8-000-salony-v-peti-zemich/

Goal: Connect beauty products with beauty services and assist salons in customer acquisition

Claim: Not just reservations, but a comprehensive partnership for salon growth

Media: Online platform

Summary: Notino, Europe's largest online beauty products retailer, expands its reach beyond traditional e-commerce through the Notino Partner platform, which connects beauty products and services. Currently, over 8,000 salons in five countries utilize this system, processing over 2.5 million bookings. The initiative aims to help salons operate efficiently while providing customers with a seamless beauty care experience. Through Notino Partner, salons gain marketing support, customer communication tools, and access to Notino's customer base, fostering business growth and customer loyalty.

beauty services customer acquisition e-commerce