Retail Brew // Morning Brew // Update

March 12, 2026

Hello, it’s Thursday, and Costco is getting sued by a shopper seeking a refund for higher prices paid because of tariffs. The proposed class-action lawsuit alleges that customers who paid higher prices at Costco—before the Supreme Court struck down tariffs imposed by President Trump—are now owed those extra dollars back.

In today’s edition:

—Vidhi Choudhary, Jeena Sharma, Kristina Monllos

E-COMMERCE

Talking (live) shop(ping)

TalkShopLive

Is live shopping big in the US? Maybe not yet, but its runaway success in China makes companies believe the trend is poised to take off.

One of live shopping’s biggest platforms is TalkShopLive, founded in 2018, which lets publishers, celebrities, and creators stream shoppable content across multiple platforms simultaneously, rather than asking them to choose between Amazon or TikTok Shop.

New CEO Sandie Hawkins—who previously launched TikTok Shop in the US and has more than 20 years of experience across commerce, digital media, and advertising—spoke with Retail Brew about TalkShopLive’s overall strategy to attract as many eyeballs as possible.

Keep reading here.—VC

Presented By IBM

Do fragmented systems frustrate your customers?

Customer expectations keep rising. Shoppers want fast answers, service that’s smooth, and consistent support. But here’s the problem: Fragmented systems and disconnected AI create friction that slows everything down, negatively impacting customers’ experience.

Retailers can’t keep up with rising expectations when operations remain siloed. That’s where AI agent orchestration comes in.

By connecting your AI agents across the business, teams can respond faster, support customers more effectively, and deliver experiences that feel effortless across every touchpoint. Want to see how it works? Learn how AI agents can transform the retail experience.

SUPPLY CHAIN

Stuck in the Middle East

Dny59/Getty Images

Retailers around the world have been on a rollercoaster since the beginning of the Covid-19 pandemic when it comes to dealing with the global supply.

While the Trump administration’s tariffs have forced them to either pay exorbitant costs—which may now be subject to refunds, following the Supreme Court decision in February—or rethink and overhaul their supply chains, the ongoing war in the Middle East has only made matters more complex.

Although most goods aren’t manufactured in key parts of the Middle East, the region sits along some of the world’s most critical shipping routes, such as the Red Sea and the Suez Canal, which is responsible for 12% of the total global trade of all goods, according to the World Economic Forum.

Still, retailers may feel the conflict’s impact less through direct supply disruptions and more through rising energy and freight costs.

Keep reading here.—JS

MARKETING

Bleach and everyone

Justin Sullivan/Getty Images

Cleaning is a chore. Or is it?

The ways people think about cleaning are evolving, according to a recent report from The Clorox Company. Cleaning can be a mood booster, according to research: After cleaning, 86% of surveyed Americans feel a sense of accomplishment, 85% feel satisfied, and 70% feel refreshed, numbers that are up 13 percentage points from 2016.

There are generational differences, too: Almost half of Gen Z consumers surveyed said they look forward to cleaning, a stark contrast from just 18% of older consumers surveyed.

That changing sentiment is informing The Clorox Company’s product development and is prompting changes to its advertising messages that aim to reflect those feelings, according to CMO Eric Schwartz.

Keep reading here on Marketing Brew.—KM

Together With ElevenLabs

Carts need better closers. ElevenAgents give retailers AI agents that handle the full customer journey - from answering questions and rescuing checkouts to post-purchase support and upsell. Less cart ghosting, more cha-ching. At scale, without adding headcount. See how brands cut costs and lift LTV.

SWAPPING SKUS

Today’s top retail reads.

Rise and Shein: Inside Shein’s offer to let small businesses use its supply chain and global logistics network. (Business of Fashion)

Less is more: Target slashed prices on 3,000 of its on-trend and everyday essential items. (Reuters)

Insider problems: Lululemon’s founder is cautioning potential CEOs about supposed problems at the company as he intensifies his campaign against the board. (Bloomberg)

Fix the friction: Customer expectations keep rising. Disconnected AI and siloed systems slow everything down. AI agent orchestration connects your business, helping teams respond faster and deliver smoother, consistent retail experiences.*

^{*A message from our sponsor.}

Retail Event Roll-Call

Angela Geng

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