Tag: Mean Business

A new generation is quietly but steadily beginning to influence the future of retail, yet many merchants have yet to take notice. Born from 2010 onward, Gen Alpha has grown up surrounded by smartphones, voice assistants and digital wallets. As they move closer to adulthood and gain spending power, their expectations around payments will be higher, faster and more digitally integrated than anything retailers have encountered before.

Those who take steps to understand Gen Alpha’s preferences now will be in a stronger position to connect with them later. So what should retailers consider?

Mobile-First Payments are the New Standard

For Gen Alpha, paying with cash or even using a plastic card may soon feel as dated as writing a cheque. Mobile and digital wallets, such as Apple Pay, Google Pay and Samsung Pay, are not simply convenient, they are expected.

Retailers must ensure that their payment systems are optimised for mobile-first experiences, offering fast, secure and seamless integration with popular wallets. That includes maintaining reliable NFC terminals in-store, enabling QR code payments where appropriate and ensuring online checkouts are mobile-responsive and friction-free.

Payment processes must also be low-friction and lightning fast. A cumbersome checkout experience could quickly lead to cart abandonment, especially among younger customers who are used to instant app-based interactions.

Flexibility also is a must. As digital currencies and new payment technologies mature, merchants that have built adaptable systems, rather than locking themselves into legacy infrastructure, will be better placed to meet changing customer expectations without costly overhauls.

Smooth Journeys will Foster Loyalty

Gen Alpha has grown up with instant access to information, entertainment and services. As a result, they will expect shopping journeys to be quick, intuitive and uninterrupted.

Features such as one-click checkouts, autofill options, biometric logins and even invisible payments — where transactions are completed automatically, without requiring conscious action — are likely to become baseline expectations.

Merchants also should rethink account creation and onboarding processes. Long forms, multiple verification steps and tedious re-entry of details will simply not align with the speed Gen Alpha expects.

By investing in technologies that minimise friction at every touch point, from browsing through to payment confirmation, retailers can not only drive immediate conversions but also build longer-term brand loyalty.

The Promise and the Pitfalls of AI, Voice and Biometrics

Using a fingerprint, face scan or voice command to approve a payment will feel entirely natural to Gen Alpha. Biometric authentication combines speed and security, making it a smart investment for retailers aiming to future-proof their operations.

Smart technology is set to become even more influential in how retailers connect with customers. It can help tailor offers to individual preferences, anticipate what shoppers might need next and adjust pricing in real time. Tools like chatbots and voice assistants also could gain popularity with Gen Alpha, who are used to fast, on-demand interactions and may prefer these over traditional browsing.

However, caution is essential. This generation has grown up amid heightened conversations around data privacy and online security. Over-personalisation or overly intrusive AI experiences may be viewed as unsettling rather than helpful. Younger consumers will expect retailers to be upfront about how they handle personal information, and they’ll want clear, easy ways to choose how much they share.

Should Retailers Embrace Cryptocurrency Payments?

Blockchain and digital currencies have steadily moved into the mainstream conversation, and Gen Alpha may drive the next wave of adoption.

While widespread consumer use of cryptocurrency for everyday purchases remains limited today, it is likely that new forms of digital payments — from stablecoins to central bank digital currencies (CBDCs) — will become increasingly viable over the coming decade.

Retailers thinking ahead do not necessarily need to accept Bitcoin or Ethereum today, but they should start future-proofing their payment ecosystems. Integrating flexible payment gateways and remaining open to partnerships with fintech providers specialising in digital assets will allow retailers to move quickly if, or when, demand among Gen Alpha rises.

Social Commerce and Peer-to-Peer Payment Integration

Shopping for Gen Alpha will not be confined to websites or physical stores. It will happen organically through social media, gaming platforms and digital communities.

Many young shoppers already treat Instagram, TikTok, Snapchat and YouTube as places to discover and buy products. Social media is becoming a natural part of the shopping journey, not just a way to see advertisements.

Retailers must think beyond the traditional ecommerce model. Embedding shopping functionality directly within social media posts, influencer collaborations, livestreams and virtual events will help brands meet younger consumers where they are most active.

In parallel, partnerships with peer-to-peer (P2P) payment providers, such as PayPal, Venmo and Cash App, will enable retailers to offer instant payment options that mirror how Gen Alpha is accustomed to transferring money among peers.

Even emerging technologies like token-gated commerce (where access to products is granted via ownership of NFTs or digital badges) may present new opportunities for brands willing to innovate.

The Opportunity Ahead

While Gen Alpha may still be in their early years, their impact on the future of retail is already taking shape.

The businesses that succeed with Gen Alpha will be those that focus on making payments effortless, protect personal data and create buying experiences that feel natural, not forced.

Gen Alpha will expect payments to happen in the background, as part of everyday interactions, without interrupting what they are doing. Preparing for it today is not just an investment in new technologies; it is an investment in long-term relevance.

Azimkhon Askarov is Co-CEO and Partner at CONCRYT. He is an expert in developing, managing and executing go-to-market plans and strategies to facilitate business growth in the fintech industry across all key markets. With extensive experience in diverse roles within the payments and financial services industries, Askarov has amassed substantial expertise across business development and product management and brings to Concryt a wealth of knowledge in card acquiring, alternative payment methods and gateway/ecommerce platforms.

The Federal Trade Commission has sent warning letters to four companies reminding them to comply with the FTC’s “Made in the USA” requirements, as well as to Amazon and Walmart regarding third-party sellers who appear to be making deceptive “Made in the USA” claims on their online marketplaces. 

Warning letters were sent to flagpole retailer Americana Liberty, footwear maker Oak Street Manufacturing, football equipment company Pro Sports Group and personal care products manufacturer USA Big Mountain Paper, all of which claim their goods are of U.S. origin. However, FTC investigations have found indications that the products are imported, either wholly or in part, which violates the Made in the USA Labeling Rule (MUSA Labeling Rule).

Additionally, Amazon and Walmart have received warnings that sellers on their marketplaces have been reported to be falsely advertising products as being made in the U.S., violating various truth-in-advertising laws. The letters ask both companies to monitor, identify and take corrective action against third-party sellers who make false or misleading “Made in USA” claims on their marketplaces.

FTC: ‘Made in the USA’ is More than a Slogan

“‘Made in the USA’ is not just a slogan — it’s a sign that a product connects us to the workers and businesses that make America great,” said FTC Chairman Andrew Ferguson in a statement. “Consumers want to have confidence that when they buy something labeled ‘Made in the USA’ they are actually supporting American workers and the American economy. Companies that falsely claim their products are ‘Made in the USA’ can expect to hear from the FTC.”

The warning letters explain that the FTC Act and the MUSA Labeling Rule require that products advertised as “Made in the USA” must be “all or virtually all” made in the United States. The FTC warned these companies to discontinue such claims or provide substantiation that the products at issue are in fact “all or virtually all” made in the U.S. Companies that violate the FTC Act and the MUSA Labeling Rule may be subject to legal action, including the issuance of an administrative subpoena, the filing of a federal lawsuit, injunctive relief and civil penalties or other monetary relief. 

Interest in Made in the USA products has skyrocketed this year amid the trade tensions and economic concerns spurred by President Trump’s tariff policies. Google searches for “Made in USA” have roughly doubled since the start of 2025, and 43% of Americans say their interest in this segment of products has increased over the past year, according to Traceone. Searches for American-made products on Amazon specifically also have increased dramatically since the start of the year.

The FTC said it will be highlighting the importance of the “Made in the USA” requirements throughout July to ensure that Americans can trust that products advertised or labeled as “Made in the USA” are actually American-made. Additional guidance on compliance can be found here.

Urban Outfitters and HGTV will turn one student’s dream dorm into a real-life place. The Dream Dorm Makeover Contest is the latest element in the retailer’s UO Haul campaign for inspiring student style and energizing small spaces that launched in May 2025.

Now through Aug. 9, students are invited to curate a Pinterest board that reflects their personal style and supports their daily routines. The winner will receive a makeover by an HGTV designer using Urban Outfitters décor, plus a $5,000 cash prize to put toward back-to-school needs.

“This contest is about more than designing a dorm room,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters in a statement. “A dorm isn’t just where you study or sleep. It’s where your style evolves, friendships form and a new chapter begins. We’re proud to partner with HGTV to be part of that journey.”

To enter, students will need to:

• Follow both @urbanoutfitters and @hgtv on Instagram and Pinterest;
• Create a Pinterest board titled, “UO x HGTV Dream Dorm”; and
• Add at least 10 pins from the UO x HGTV co-curated board.

The winner will be selected in late July and the makeover will take place in August, with a social-first content series following the entire makeover in action, capturing behind-the-scenes moments and the traditional “big reveal” of the upgraded space.

Additionally, HGTV will publish an exclusive editorial feature on HGTV.com with styling tips for small spaces and a roundup favorite Urban Outfitters products for students.

“At the heart of HGTV is the creation of beautiful, livable spaces for all walks of life,” said Lauren Burack, SVP, Marketing, Food Network and HGTV in a statement. “By partnering with Urban Outfitters for their Dream Dorm Makeover Contest, we’re aligning our shared passion for home and inspiring young people to discover their personal design vision.”

Save A Lot and Leevers Supermarkets have introduced a new store format, Save A Lot y Mas, designed to serve Hispanic consumers with an expanded selection of fresh Hispanic produce, specialty meats and bakery items designed for both cultural relevance and everyday value.

The store, located in Overland, Mo. in the St. Louis metro area, will operate as a test-and-learn facility. The retailers also launched the Ahorra Mucho store format in Aurora, Colo. in October 2024.

“We’re excited to bring these offerings to the vibrant St. Louis community,” said Jon Koonz, COO at Leevers Supermarkets in a statement. “Using what we learn here, and in our locations in Colorado, we hope to be able to bring insights about how best to serve this growing customers base.”

The Save A Lot y Mas store also will introduce updated graphics and advertising designed to better connect with Spanish-speaking shoppers, with Spanish featured prominently on in-store signage, digital promotions and other marketing materials.

“Save A Lot y Mas is an extension of our work, expanding our commitment to delivering quality, culturally meaningful grocery experiences at affordable prices,” said Bill Mayo, COO at Save A Lot in a statement. “We’ll continue to test and learn as we expand our product offerings and store formats in other areas.”

Social ecommerce is reshaping online retail, blending the reach of social media with the convenience of in-app purchasing. The premise is simple: instead of directing shoppers to external websites, retailers can now bring the entire buying journey to the platforms and apps people use daily to engage with content.

However, while social ecommerce is predicted to be a $1 trillion sector by 2028, a striking contradiction exists: platforms are racing ahead with integrated shopping features, but consumer trust isn’t keeping pace.

In this article, I’ll explore the reasons behind this trust gap — especially when it comes to security and payment confidence — and share some thoughts about what retailers, social platforms and regulators must do to close it.

The Evolving Models of Social Commerce

Social ecommerce isn’t a single channel or experience — it’s a growing ecosystem of approaches that blend content, community and commerce. Broadly speaking, three models have emerged:

1. Native In-App Checkout: Platforms like TikTok, Instagram and Facebook have rolled out in-app checkout features, letting users browse, tap and pay without ever leaving their apps.

2. Shoppable Posts and Live Streams: Whether it’s a swipe-up link on a story or a livestream with product tagging, the goal is to inspire or compel users into making a purchase.

3. Off-Platform Payment Links: Payment links are URLs that can be added to direct messages, stories or posts. The links take shoppers directly to standalone, secure checkout pages — typically hosted by a third-party payment provider.

Each model comes with trade-offs in terms of reach, control and trust. What unites them is the shared challenge of making the ecommerce experience feel seamless and secure.

The Disconnect Between Retail Readiness and Consumer Confidence

According to HubSpot, 52% of social media marketers already use platforms to sell products natively, and seven in 10 major retailers now have dedicated social ecommerce staff. Conversely, the same survey revealed that only 25% of social media users bought a product directly in-app over the past three months — a promising figure, but still lagging behind retailer adoption.

These statistics suggest businesses are all-in with social ecommerce, yet consumers are hesitant. A quick glance at global fraud statistics shows they’re right to be concerned:

• Data from the United States FTC shows over $3 billion was lost in 2024 to scams that started online, with “money being lost more often” (70%) when a victim was contacted via social media.
• A survey from Atlas VPN revealed that nearly 50% of social media users had fallen victim to online shopping scams.

Swap statistics for real-world experience and you’ll find social platforms awash with too-good-to-be-true deals, vague return policies and stories of undelivered goods, creating a sense of suspicion that’s difficult to overcome.

Practical Steps for Ecommerce Businesses

For retailers investing in social ecommerce, earning consumer trust should be as much a priority as product and content strategy. Building trust means being present: customers are more likely to buy from brands that show up consistently on social platforms — not just with promotions, but with real engagement. Responding to comments and addressing issues in public view all help humanise brands and reinforce authenticity.

Equally important is clarity around returns and refunds. Many customers are hesitant to buy on social platforms simply because they’re unsure what happens if something goes wrong. Post-purchase support plays a critical role as well. When customers know they can reach someone quickly if there’s a problem — or even just to ask a question — it boosts confidence at the point of purchase.

The Role of Checkout and Payment Flow

In-app checkouts deliver smooth payment journeys and reduced friction, but this is often negated by low consumer uptake. While platforms like Instagram, TikTok and Facebook are investing heavily in native checkout experiences, they’re not universally available. In addition, concerns about linking sensitive financial details to social apps can result in low adoption.

Merchants also face additional trade-offs, as they are bound by the social platform’s evolving rules and fees. Finally, there’s little flexibility to customise the checkout flow or reinforce brand identity. Access to valuable customer data also is limited.

That said, in-app checkouts can be a good fit for businesses with highly engaged social audiences, impulse-driven products or strong influencer marketing strategies — especially in sectors like fashion, beauty or lifestyle, where convenience and speed can directly drive conversions.

A Hybrid Solution

Payment links, which can be added to social content like any other URL, are a fast, lightweight way to sell on social media, especially where in-app checkouts are unavailable or unsuitable.

For small businesses and local merchants, the benefits are clear:

• Low setup cost: A zero-code, no-integration payment solution that doesn’t require a full e-commerce platform or even a dedicated website.
• Broad flexibility: Links can be shared via Instagram DMs, Facebook posts, WhatsApp, SMS or email.
• Faster time-to-sale: Ideal for one-off items, promotions or spontaneous “DM to buy” moments.
• More control: Sellers can use their preferred payment provider, customise the experience for local audiences and retain access to buyer information while potentially lowering fees.

Tackling Trust and Conversion Issues

Payment links aren’t without challenges. Redirecting users away from a platform or app can lead to higher abandonment — especially if the checkout page feels disconnected from the brand. On mobile, even a short delay or a generic-looking payment page can trigger doubts about security and legitimacy.

And that’s not all: Links that expire too quickly can frustrate customers. Conversely, links that never expire pose security and fraud risks. Finally, if a checkout fails to offer preferred payment methods (Google Pay and Apple Pay, Visa and Mastercard, plus local alternative country-specific options), there’s a high risk of cart abandonment.

To overcome these potential pitfalls, merchants should ensure:

• Visual design and messaging match their social presence or brand.
• Clear trust marks are added, such as Visa and Mastercard logos.
• Secure payment indicators are visible, such as PCI DSS compliance (Payment Card Industry Data Security Standard).
• Checkouts are mobile-optimised and load quickly.
• Checkout pages use SSL and the HTTPS padlock symbol, along with card security protocols like 3d Secure.
• Payment links have reasonable expiry times and clarity when they are no longer valid.

If implemented correctly, payment links could potentially help drive the adoption of social ecommerce while ensuring it feels secure, seamless and trusted.

What Platforms and Regulators Must Do

While businesses and payment providers can lay much of the groundwork, the social platforms themselves need to double down on fraud detection, identifying fake product listings, misleading ads and impersonator accounts before they reach users. Just as importantly, merchant verification must be accompanied by visible dispute outcomes and ratings, helping buyers make informed decisions.

Regulators, meanwhile, need to implement baseline standards so that consumers clearly understand when they’re purchasing from a third-party merchant versus the platform itself. In addition, compliance frameworks must evolve with the global nature of social ecommerce — especially when both transactions and fraud disputes cross borders, currencies and legal jurisdictions.

Ultimately, we must accept that social ecommerce is not just a passing trend — it’s a fundamental shift in how people discover and buy online. However, while consumer appetite is growing, trust remains the missing ingredient.

For businesses investing in social ecommerce: take action today. This may be the future of ecommerce — but only if we provide trustworthy and secure shopping experiences.

Mark Andreev is the COO of payment provider Exactly.com and a fintech leader with over 20 years of experience. A pioneer in launching card payments in Europe, he now leads Exactly.com’s strategy to help ecommerce businesses scale across the UK and EU — without scaling costs. He champions a new fintech standard by combining smart payment technology with real human support, focusing on micro and SME merchants with ongoing assistance that extends beyond the integration stage. Previously, as CEO of Decta, he oversaw the company’s expansion across Europe and the UK and strengthened its payment infrastructure.

Step into a time machine and travel back 15 years, to the debut of (then) digital pure-play eyewear retailer Warby Parker. In 2010, the idea of selling prescription eyewear online seemed risky if not positively foolhardy, but the retailer didn’t just persist — it thrived.

By 2013 Warby Parker was ready to open its first brick-and-mortar store, in NYC’s SoHo neighborhood. Flash forward to today — through what Warby Parker Chief Retail and Customer Experience Officer Sandy Gilsenan called “steady and thoughtful” retail expansion — and Warby Parker has opened its 300th store in lower Manhattan’s Brookfield Place, just a few miles from where it all began in SoHo.

And there’s more growth to come: After opening a record 41 stores in 2024, the retailer is planning to top that with 45 new stores in 2025, including a partnership with Target for five Warby Parker shop-in-shops. All these locations will offer a full suite of products and services including glasses, contacts, eye exams and vision tests.

Gilsenan shared what Warby Parker has learned along the road from Store #1 to Store #300, including the omnichannel benefits of a growing store fleet and the vital importance of a holistic approach to eye care.

Retail TouchPoints (RTP): What have been the biggest lessons learned from opening and operating 300 stores? Are there things you wished you’d known that would have made the process easier?

Sandy Gilsenan: Every store we’ve opened has taught us something new about consumer behavior, operations and how we can continue to iterate on and improve the shopping experience. We’ve always known that giving consumers options is important, but our stores have reinforced just how critical it is for our customers to have flexibility in how they shop.

From our earliest retail experiments, like pop-ups and mobile showrooms, we’ve embraced a test-and-learn mindset to ensure we’re meeting customer needs and constantly adapting as those needs change. You have to remain nimble and flexible.

On our journey to 300 stores, we’ve also learned about the importance of holistic eye care as part of the customer’s overall experience. At Warby Parker, you can get everything you need in just one stop, offering a more seamless experience for our customers and patients.

RTP: How does the newest store at Brookfield Place reflect Warby Parker’s approach to combining convenience and access to care?

Gilsenan: As with all of our locations, the Brookfield Place store is designed to feel both modern and welcoming. It’s a space that’s easy to navigate, enjoyable to explore and full of thoughtful design details, like open bays and custom artwork, along with comprehensive eye exams and our full range of frames.

Our store team is armed with best-in-class tools like our point of sale, which we call Point of Everything (POE), to help make the shopping experience more convenient — from styling advice to frame adjustments and everything in between. POE brings all of our systems together on a single infrastructure, which allows us to easily share customer information like what frames they “favorite” on the website, what types of glasses they’ve worn in the past, appointment history and so on.

RTP: How is Warby Parker thinking about the future of physical retail?

Gilsenan: Physical retail remains a top priority. For us, that means continuing to expand our retail fleet in high-impact locations, across both conventional retail spaces like malls and lifestyle centers as well as more unconventional spaces like grocery-anchored centers. With each new location, our focus is on increasing access to eye exams and introducing services that make shopping faster and more personalized.

We’re also investing in technology that connects the physical and digital experience and just recently launched a new AI tool, Advisor, that offers personalized frame recommendations for customers shopping online. Our omnichannel strategy has been a key part of the brand since the start, and will continue to be moving forward. 

RTP: What would you say is the biggest advantage to being both digitally oriented and operating brick-and-mortar stores?

Gilsenan: Our omnichannel model resonates with consumers and drives incremental demand. A customer might start their journey with us by trying on frames at home, then book an eye exam in a store and complete their purchase on our app. We’re uniquely positioned to make that experience possible, and it’s a key component of what sets us apart.