Welcome to the Platter Newsletter, where we cover the latest news, tactics, and trends shaping ecommerce.

In this issue

🏬 Walmart’s ghost store strategy
🛒 Shopify adds Google Pay and more
💻 G Fuel’s new store
📦 PayPal turns ads into buy buttons
📈 DTC beer brand goes viral

STORY OF THE WEEK

Walmart’s ghost stores are coming for Amazon

Walmart is quietly opening “dark stores” again. The latest one just popped up in Dallas—and from the outside, it looks like any regular Walmart. But there’s no signage, no customers, nothing.

Just a warehouse-style building optimized for fulfilling online orders.

The goal? Speed up delivery for popular items and make it way faster for online shoppers.

This isn't their first rodeo. Walmart tested this model a decade ago, shut it down, and now they’re back, likely because ecommerce sales have surged from $13B to over $100B since 2015.

Walmart is gunning for Amazon. And they need to do something bold to compete in the "order online, get it fast" era. Retail stores may start to look more like warehouses as their ecommerce sales continue to rise.

Also worth noting: Amazon’s doing the same thing. They just expanded same-day delivery to 1,000+ smaller towns and have big plans for 2026. More on that below.

SHOPIFY UPDATES OF THE WEEK

Google Pay now supported in Checkout Extensibility

Google Pay is now available as a one-click option for Shopify’s new Checkout Kit. This gives buyers a faster, more secure way to pay—especially on Android. Read the post.

Shop Pay now supports USDC on Base

Shopify just added crypto wallet checkout via stablecoin (USDC). Customers can pay in crypto. Merchants still get paid in regular currency. No volatility, no middlemen. Read the post.

Duplicate navigation menus in Admin

Now live. Makes A/B testing headers, prepping seasonal promos, or experimenting with nav layouts way easier. Read the post.

STORE OF THE WEEK

G Fuel’s new Shopify store is built for product drops and hardcore fans

G Fuel makes energy drinks for gamers, athletes, and anyone chasing peak performance. With a cult following and new product drops every week, it’s one of the most recognizable brands in the space.

And now, they’ve got a store to match. Designed and built by the team at Platter, G Fuel’s new Shopify storefront is fast, bold, and optimized to boost conversion rate.

Here’s a few things we love:

• The image-based size selector helps shoppers clearly understand what they’re choosing during checkout.

• Shoppable videos and real customer testimonials are used throughout the homepage and PDPs to build trust.

• Clickable collection buttons placed right below the hero make it quick and easy to explore flavors, bundles, and new drops.

Curious what other stores Platter has built? Checkout our Showcase page for the latest additions to the list.

HEADLINES OF THE WEEK

PayPal adds “Storefront Ads”

A new format rolling out this summer lets customers buy products inside the ad. One-click checkout via PayPal or Venmo. No site-hopping required. Read the full story.

American Rebel Light Beer goes DTC viral

They offered free shipping ahead of July 4 and saw a 1,100% spike in online orders. Patriotic promo > paid ads. Read the full story.

Amazon’s robots and EV vans scale up

Amazon is piloting warehouse robots (Digit) and has over 13,500 Rivian vans on the road. They’re still aiming for 100k EVs by 2030. Read the full story.

CONTENT OF THE WEEK

From Burnout to Building Culture: Chad Cohen’s story

Chad Cohen, founder of Fortem Media (a creative agency helping brands land at the “center of culture”) and co-founder of the Unofficial Run Club, opens up on the latest episode of The Turning Pro Podcast.

Two years ago, after hitting a wall both mentally and physically, his therapist challenged him to run the New York City Marathon. That decision changed everything.

In the episode, Chad chats about:

• How setting a big goal changed his mindset

• Why the tension between agency life and personal branding is real

• How Unofficial Run Club became a global community

• Why hiring a videographer changed the trajectory of his business

• How he balances global travel, leadership, and mental health

Watch the full episode or listen to the podcast.