Another month has flown by! June was packed with exciting projects, fresh learnings, and meaningful progress across the eCommerce landscape. Shopify rolled out impactful updates like smarter analytics, bot-filtered email lists, and easier menu duplication. Adobe pushed creative boundaries with new Firefly AI features and its mobile launch. Meanwhile, WhatsApp and Instagram introduced features to enhance user engagement, personalization, and business discovery. As we step into the second half of the year, a global lineup of eCommerce events promises even more innovation and opportunity.
Here are all the eCommerce updates you might’ve missed.
Platform Updates
Shopify has Introduced Filters to Remove Bot-Generated Subscribers from Email Lists
Most of you might be tired of inflated email lists and poor campaign performance caused by fake signups. Shopify has brought a solution to this. It automatically filters out bot-generated subscribers at the time of email delivery. This way, your campaigns are sent only to genuine users, and you can improve your open rates, engagement, and the overall effectiveness of your email marketing campaigns.
Shopify has Made New Analytics Experiences the Default for all Stores
Shopify has now completely changed its analytical experience. Its new analytics experience is the default for all stores. With it, you no longer have to wait for reports to update. Instead, you can track your sales, customer activity, and more in real time. Moreover, you can pick and pin the metrics that matter to you the most and view them all in one place. Plus, ShopifyQL can now be used directly from any report, giving you more control and precision in your data analysis.
You Can Now Duplicate Menus in Shopify
With Shopify’s newest update, you can duplicate the menu button. This means that you no longer have to rebuild menus from scratch, and you can quickly create similar menus for different parts of your store. It’s a simple way to save time and optimize your navigation setup.
Adobe Firefly Launches Mobile App & Expands AI Capabilities
Adobe has massively upgraded Firefly, its AI-powered creative tool. Now, users can use the Firefly app on iOS or Android. Images and videos can be created using text prompts even while on the go. Moreover, since everything syncs with your Creative Cloud Account, users can continue working on desktop apps like Photoshop or Premiere Pro. Next, with the Firefly Board, users can upload videos or images and then remix or generate new ones using AI. With the addition of models from Ideogram, Luma AI, Pika, and Runway, Adobe Firefly now gives creators even more freedom to explore diverse styles, joining the ranks of OpenAI, Google’s Imagen and Veo, and Flux from Black Forest Labs.
Industry Updates
Amazon Introduces Advanced AI Tools to Transform Advertising
Amazon Ads has launched an AI-powered Video Generator and is now widely available for U.S. advertisers. With this tool, you can transform static product images into realistic, high-motion videos. It also supports the creation of multi-scene videos enhanced with text animations, background music, and smoother transitions. There is also a video summarization feature that automatically extracts highlights from existing footage to create polished, ad-ready clips.
Facebook has Made Creating Videos Easier
In the coming months, all the videos uploaded on Facebook will be shared as reels. The platform has removed all the length and format restrictions. You’ll still manage who sees your reels. If your reel and feed settings differ, Facebook will prompt you to choose the right audience. The existing Video tab will be renamed to Reels and will consolidate all your video content, regardless of length or type. The ultimate aim of this update is to make content sharing easier and accessible to everyone.
WhatsApp Adds New Tools for Businesses and Creators
WhatsApp has introduced several new features in the updates tab that help businesses and creators stand out. Channel subscriptions allow users to pay for exclusive updates from their favorite creators or businesses. With promoted channels, businesses can increase their visibility in the channel directory. Ads in status let users discover businesses and start conversations directly. Most importantly, WhatsApp has increased its data security. That is, your personal chat remains private and end-to-end encrypted. However, your basic info, like country, language, and interactions, may be used.
Instagram Launches Celebrations and Recaps for Creators
Instagram is introducing two new features for creators named Celebrations and Recaps. Celebrations are notifications that recognize key milestones, such as reaching a certain number of followers or posts, helping creators feel acknowledged. Recaps offer performance summaries with key stats and insights, making it easier for creators to track growth and engagement. Both features are rolling out globally in the coming weeks to all creator accounts, and their aim is to enhance the creator experience and support content growth.
Upcoming Events
B2B Ignite 2025 to Tackle the Future of Marketing and AI
B2B Ignite 2025 is set for July 2, 2025, in London, and it’s being billed as Europe’s largest, most practical gathering of B2B marketers. This one-day event will address the industry’s most pressing challenges, like changing buyer behavior and AI disruption, intensifying competition, and economic pressure. Attendees can expect exclusive research insights, real-world case studies, 70+ expert speakers, and interactive workshops.
Registration link: https://events.b2bmarketing.net/b2bignite2025
Australia’s Largest eCommerce Event Returns in July 2025
Australia’s Online Retailer Conference & Expo, Australia’s largest eCommerce gathering, returns on July 23–24, 2025, at ICC Sydney. This two day event attracts over 3,500 retail professionals, featuring more than 200 expert speakers and 150+ tech solution providers. Attendees can expect keynotes, panels, and workshops covering AI, personalization, marketplaces, CX, B2B strategies, and omnichannel retail. There is also a free Expo floor offering tech demos, retail showcases, and networking, which is ideal for retailers of all sizes looking to discover actionable strategies, explore emerging trends, and connect with peers.
Registration link: https://www.onlineretailer.com/
Pulse eCommerce Summit Heads to NYC for the First Time
The Pulse eCommerce Summit is an independent, high-impact event designed for ambitious, high-growth retailers and brands, with editions taking place in New York City on July 17, 2025, and London on May 13–14, 2026. Launching in NYC for the first time, the summit brings together top voices from global premium lifestyle, fashion, and beauty brands. Attendees can expect actionable insights on topics like international expansion, new customer acquisition, performance marketing, roadmapping, and attribution.
Registration link: https://pulse.vervaunt.com/summit
