Acquisition

Generative search engines answer in English first, trained mostly on English data. For a French-language brand, that’s an immediate risk and a wide-open opportunity for whoever sees it before everyone else does.

The reflex is to blame advertising when Amazon margins slip. The real problem, in most cases, is simpler and more dangerous: depending on a single platform to survive.

A recent budget proposal recommended holding paid spend flat despite a 25% growth target. The budget goes elsewhere instead: toward what you own rather than what you rent.

Brands that still treat TikTok Shop and Amazon as competing channels are losing to the ones treating them as a single discovery system.

D2C isn’t losing steam because demand is dropping. It’s losing steam because the technical barrier that used to protect the model is gone, and almost anyone can now do what once took a whole team.