Friday 3rd October | #43 | Join Free
Hello and welcome to your Friday Beyond the Basket brief. Let's wrap up the week with news that Shein—yes, that Shein—is opening its first permanent physical stores in France, because apparently even the kings of online-only retail miss the thrill of fluorescent lighting and fitting room queues. The brand's setting up shop-in-shops at Paris's BHV this November, proving that what goes digital must eventually come back down to earth. Who knew the future of fashion retail would involve going backwards?
In today’s beyond the basket:
🇫🇷 Shein Gets Physical in France
🎁 One-Third of Shoppers Turn to AI for Holidays
🔍 Pattern Launches Free GEO Scorecard
🇪🇸 Amazon Expands Haul to Spain
🎤 TikTok Goes Big on Taylor Swift Album Launch
+plus four longer reads exploring how Amazon and Walmart are getting themselves ready to reshape retail, and what you need to consider before jumping on the Taylor Swift bandwagon.
Lets get into it - Mike Callachan (ByB Founder)
ECOMMERCE | RETAIL
🇫🇷 Shein Gets Physical in France LINK
TL;DR: Shein will open its first permanent “shop-in-shops” in France, starting November at Paris’s BHV and expanding to Galeries Lafayette in five more cities.
Why It Matters: This is Shein’s first serious step into offline retail after years of temporary pop-ups. France, as a global fashion hub, gives the brand a high-stakes test market where consumers have shown growing demand for in-person experiences. By partnering with Société des Grands Magasins, Shein gains prime placement inside established department stores without the cost of standalone locations, a strategic way to test long-term viability in Europe.
Your Move: If you’re in fashion or lifestyle retail, monitor Shein’s offline test, it could reset expectations for digitally-native brands entering physical retail.
ECOMMERCE
🎁 One-Third of Shoppers Turn to AI for Holidays LINK
TL;DR: A UserTesting survey of 4,000 consumers across the U.S., U.K., and Australia found that one in three plan to use AI tools for holiday shopping this year.
Why It Matters: Research shows AI is becoming a mainstream part of the shopping journey, especially among Gen Z (56%) and millennials (50%), who plan to lean on it for gift ideas, deal hunting, and price comparisons. While privacy concerns and trust issues remain, more than half of respondents said AI reduces the stress and fatigue of holiday shopping. The data points to a generational divide: younger consumers are normalising AI as a shopping assistant, signalling a shift that retailers will need to anticipate as usage grows.
Your Move: Start thinking beyond SEO, as consumers turn to generative AI for shopping help, brands need strategies to ensure they’re the ones being surfaced and recommended by LLMs.
ECOMMERCE | MARKETING
🔍 Pattern Launches Free GEO Scorecard LINK
TL;DR: Pattern has released a free, self-service Generative Engine Optimisation (GEO) Scorecard, a tool that shows ecommerce brands how their products are positioned on conversational AI platforms like ChatGPT.
Why It Matters: With 58% of consumers now using AI to discover and research products (up from 25% in 2023), LLM visibility is becoming as critical as traditional SEO once was. Pattern’s Scorecard benchmarks a brand against competitors, analyzes how AI engines describe them, and offers actionable recommendations to improve ranking and sentiment. Just as Google search once reshaped ecommerce, AI-driven product discovery is quickly becoming the next battleground for visibility and growth.
Your Move: Treat GEO like the new SEO, audit how LLMs surface your brand, and start adapting content strategies to ensure you’re being recommended when shoppers ask AI what to buy.
ECOMMERCE
🇪🇸 Amazon Expands Haul to Spain LINK
TL;DR: Amazon has launched its discount storefront, Amazon Haul, in Spain, offering fashion, home, and lifestyle products under €20, with many priced below €10.
Why It Matters: Amazon is moving directly against Temu, Shein, and AliExpress, which have been rapidly gaining share in Spain’s ecommerce market by pushing ultra-low-cost goods. By creating Haul as a standalone experience with its own search, cart, and checkout, Amazon is mimicking the appeal of Chinese discount apps while leveraging its brand trust and safety assurances. Spain marks the third European launch this year after the U.K. and Germany, a clear signal that Amazon is willing to fight for the value-driven shopper segment that has been eroding its dominance.
Your Move: Watch how Amazon balances low-price competition with its established trust and safety positioning, a playbook worth studying if you’re competing in markets where ultra-cheap platforms are reshaping consumer expectations.
MARKETING
🎤 TikTok Goes Big on Taylor Swift Album Launch LINK
TL;DR: TikTok is rolling out month-long activations, both in-app and offline, to celebrate the release of Taylor Swift’s new album The Life of a Showgirl, including a fan hub, interactive features, and a real-world installation in Los Angeles.
Why It Matters: TikTok is doubling down on its position as the centre of music discovery, with 84% of Billboard Top 200 hits trending on the platform first. By creating immersive Swift-themed experiences, from unlockable fan missions and personalised content journeys to real-world installations, TikTok reinforces its role not just as a content platform but as a cultural launchpad for major artists. With Swift’s 32M+ followers on the app, this campaign highlights how artist partnerships and event-based activations can supercharge engagement while keeping TikTok indispensable in the music ecosystem.
Your Move: Think beyond ads, and beyond chasing viral trends. The opportunity is in tapping into cultural moments with care and due diligence, positioning your brand in the conversation without appearing out of touch or disrespectful.
📚 The Reading List
Curated deep dives, longer reads and analysis shaping the future of retail and ecommerce.
How Amazon and Walmart Are Rewiring Themselves to Reshape Retail
PYMNTS (6 min read) Read Here
Explores how the two retail giants are restructuring operations and tech to stay ahead of shifting consumer expectations.
The Downside of Amazon Grocery
RetailWire (5 min read) Read Here
A panel discussion on whether Amazon’s grocery strategy is sustainable and what competitors should watch for.
Read: Jumping the Taylor Swift Bandwagon
The Drum (4 min read) Read Here
Opinion piece on how brands can align with cultural moments like Swift’s album launch without coming off as opportunistic.
Why Your Ecommerce Data Strategy Matters More Than Ever
WooCommerce (7 min read) Read Here
Breaks down how retailers can harness smarter data practices to drive growth in an AI-first commerce environment.
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