Shopify Switch Slashes Costs For UrbanStems

The Wrap Up

Here's what's happening this week in the world of gifting e-commerce:
- UrbanStems' Shopify pivot trims TCO, boosts subs.
- Shenzhen fair opens factory-direct sourcing and IP deals.
- No7 drives early holiday demand with value bundles.
- Ten packaging breakthroughs elevate unboxing and sustainability.
- Recyclable luxury compact readies beauty for stricter rules.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

• No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

• Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

• Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

E-COMMERCE TECH
UrbanStems Leaves Salesforce For Shopify, Cuts TCO 15%

UrbanStems migrated from Salesforce Commerce Cloud to Shopify Plus in four months ahead of Valentine’s Day, delivering zero downtime, a 15% TCO reduction, and stronger growth across subscriptions, CAC, and AOV. The move shows how platform agility and self-serve subscription UX can unlock LTV and peak readiness for gifting-heavy calendars. DTC operators and growth teams weighing stack changes before holiday surges should take note.

SEASONAL MERCHANDISING
No7 Launches Holiday Gift Sets With Hero Serum Value

No7 rolled out festive bundles anchored by high-ASP hero SKUs like Future Renew Serum, using price anchoring to amplify perceived value. Early holiday bundling and clear benefits messaging are poised to lift conversion and AOV in beauty gifting. Merchandising and performance teams can mirror this playbook to capture early-season intent and defend margins.

BRAND CAMPAIGNS
Archies Debuts Daughter’s Day Campaign With Blue Heaven

Archies launched “Beti, Taufa Khushiyo Ka,” blending a Blue Heaven giveaway collaboration with on-ground activations and story-led UGC capture. The model pairs emotional storytelling with experiential touchpoints to convert micro-occasions into sales and community growth. Brand and community leads can adapt this format for US seasonal moments to improve engagement and earned reach.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

Watch Sam's perspective from the event 

⚡QUICK READS

Ten Packaging Breakthroughs Spotlighted At London Packaging Week: Supplier Gallery picks span recyclable luxury formats, reusable e-commerce, and sensory unboxing, signaling immediate opportunities to reduce waste and lift perceived value in gifting.(More)

US Luxury Packaging Adds Capacity And Innovation: WestRock, Mondi, International Paper, and Amcor announced premium, sustainable lines and expansions, pointing to shorter lead times and higher-spec options for Q4 packaging briefs.(More)

Contract Packaging Model Scales Seasonal Gifting: UK-based Copper Beech updated SMB e-commerce packaging with sustainable materials and organic certification, offering a template for flexible, specialized 3PL support during peaks.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division