Etsy’s ChatGPT strategy is focused on being “bold” and “early,” as the company experiments with new ways to blend conversational AI with online shopping, according to Chief Product and Technology Officer Rafe Colburn.

The company that sells handmade and vintage items and also connects artists to shoppers, is beta testing the Etsy app inside ChatGPT.

After OpenAI’s Instant Checkout feature didn’t quite land, the company appears to be building out its shopping experience more like an app store, and has been partnering with companies like Instacart and Target to test shopping via newly constructed ChatGPT apps directly inside ChatGPT.

The way Colburn described it, the app experience is a true two-way integration. “I think we’re going to understand how people interact with our inventory conversationally in a much richer way through the ChatGPT app,” he said.

Etsy is also testing a conversational agent to assist with gift searches (like Amazon’s Rufus and Walmart’s Sparky) on the platform.

Colburn talked to Retail Brew about how Etsy wants to work with tech companies like OpenAI and the broader AI reset in retail.

Keep reading here.—VC

Last month’s Ulta Beauty World saw 3,000 attendees flood the pink-and-orange-tinted beauty lover’s paradise the retailer created at the Orange County Convention Center in Orlando, Florida.

The event featured booths from over 200 of Ulta Beauty’s brands, a collection that included longtime partners and brands owned by giants like L’Oréal, Estée Lauder, and Puig, and a slate of new and Ulta Beauty-exclusive ones. 

Four of the companies at the show were among many that have gained shelf space through Ulta Beauty’s Sparked program for emerging brands. They include skincare brand Personal Day and fine fragrance brand Noyz, both of which made their brick-and-mortar retail debuts through partnerships with Ulta Beauty over the last two years, and have driven strong sales and guest engagement at the retailer, the company said on its Q4 earnings call. Makeup brand Sacheu, known for its viral Lip Liner Stay-N, and Euphoria-inspired Half Magic, were also present at the show, previewing new products set to launch exclusively at Ulta Beauty in the coming weeks.

During the event, Retail Brew asked Personal Day founder Lili Reinhart, Euphoria makeup designer and Half Magic founder Donni Davy, Sacheau Beauty co-founder Sarah Cheung, and Noyz CEO Malena Higuera about their partnerships with Ulta Beauty and the main draw of Ulta Beauty World.

Keep reading here.—EC

Best Buy is expanding its loyalty program by introducing reward points for members of its paid My Best Buy Plus and My Best Buy Total subscriptions starting June 4. “More than 80% of customers want to earn points when they shop at Best Buy,” according to a press release for the company announcing the program.

“For today’s shoppers, rewards play a meaningful role in deciding where to shop,” Jennie Weber, chief marketing officer at Best Buy, said in the statement. “Our customers have been clear about what they want from us: reward points, convenience, and exclusive benefits.”

Plus and Total members will earn 1% back in rewards on qualifying items and 6% back in rewards when using a Best Buy credit card.

Keep reading here.—VC

Nili Klenoff, EVP of Commerce Media at Mastercard, is breaking down how data, media, and payments come together to power better customer experiences. Expect insights on turning transactions into connections—and making every swipe (or tap) count. Save your seat and meet us in NYC or tune in from wherever you tap to pay.

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