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Welcome to The Checkout by Kuro House, your daily dose of AI and tech business news. Today, we’ve got some exciting updates from the world of ecommerce and fashion, plus a big move by Shopify that could change how merchants do business. So, let’s dive right in and see what’s new and noteworthy.

First up, Lacoste is stepping on the gas with a new global ambassador. The French fashion brand has signed Formula 1 driver Pierre Gasly to front their iconic polo shirt, aiming to sharpen its cultural relevance and sporty appeal. Gasly, known for his breakthrough win at Monza in 2020 and his stylish presence, fits perfectly with Lacoste’s blend of sport and lifestyle. This move, reported by Retail Gazette, highlights Lacoste’s strategy to connect with younger, image-conscious consumers by blending high-performance sport with fashion. Expect to see Gasly featured prominently in Lacoste’s upcoming campaigns and projects.

Next, Shopify is making a major upgrade for millions of merchants by expanding native B2B features to more plans. According to Retail Times, Shopify now offers wholesale tools like company profiles, custom catalogs, volume discounts, vaulted credit cards, and payment terms to merchants on Basic, Grow, and Advanced plans at no extra cost. This means businesses can manage B2B and direct-to-consumer sales seamlessly from one platform without costly add-ons or manual workarounds. Merchants who have adopted these features report up to a 33% increase in self-serve orders and a 20% boost in reorder frequency, making wholesale sales easier and more efficient. Shopify’s VP of Product, Samir Pradhan, says this unification removes artificial barriers between sales channels, helping merchants grow smarter.

Now, shifting gears to retail strategy, The Works CEO is betting big on bricks-and-mortar stores despite digital trends. While the article from Retail Gazette focuses on broader geopolitical tensions, it also reveals The Works’ commitment to physical retail as a way to deepen customer engagement and drive sales. In a market increasingly dominated by online shopping, this move underscores how some brands see value in tangible store experiences to complement ecommerce. It’s a reminder that, even in 2026, the physical retail footprint remains a critical part of many successful business models. So, watch for more investments in store expansion and innovation from brands like The Works.

Back to Shopify, the impact of native B2B tools goes beyond convenience—it’s about trust and data reliability. Retail Times shares how merchants like DAX Eyewear and Snyder Performance Engineering have transformed their businesses by eliminating manual order processes and pricing errors. With everything integrated, wholesale buyers can now self-serve, see accurate pricing, and place orders anytime, freeing up merchants to focus on growth. This integration has led to a 25% reduction in back-office time and a 40% increase in average customer spend for some users. It’s a powerful example of how smarter tools can unlock new revenue streams and operational efficiencies.

Finally, let’s reflect on what these stories tell us about the future of commerce and branding. Whether it’s Lacoste aligning with elite sports figures or Shopify empowering merchants with unified B2B features, the trend is clear—seamless integration and cultural relevance drive success. Brands that blend heritage with innovation and offer smooth customer experiences will lead the way in a competitive landscape. Thanks for tuning in to The Checkout by Kuro House. Catch you tomorrow for more insights and updates.