ClickZ Eyewear | Meta’s dominance in smart glasses raises partner risk for brands

ClickZ Eyewear

Here's what's happening this week in the world of eyewear eCommerce:
- Meta Commands 73% of Smart Glasses Shipments In H1 2025
- Apple’s AI Glasses Eyed for 2027 Launch
- Oliver Peoples ties product to purpose

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

EARNINGS AND OMNICHANNEL
Warby Parker Q2: Guidance Raised, AI Tools Scale, Stores Hit 298
Warby Parker grew Q2 revenue 13.9% to $214.5M, lifted full-year revenue and EBITDA guidance, and improved margins. Management flagged store expansion, insurance mix, and AI-driven experiences (Advisor) while mitigating tariffs—signaling a pivot from home try-on toward higher-ROI acquisition and in-store productivity. Implication: continued densification and AI personalization as core levers of DTC growth.

MARKET STRUCTURE
Meta Commands 73% of Smart Glasses Shipments In H1 2025
Counterpoint’s tracker shows Meta reaching 73% share of global smart-glasses shipments in H1 2025 despite tariff headwinds. Platform consolidation heightens partner dependency and distribution risk for brands building voice/vision AI experiences. Expect supply chain and channel policies from platform leaders to shape go-to-market choices.

⚡QUICK READS

Apple’s AI Glasses Eyed for 2027 Launch: Report signals a 2027, lightweight, audio-first Apple glasses window—start mapping AR content, app partnerships, and retail demo workflows. (More)

Oliver Peoples’ L.A. Collaboration Funds Wildfire Recovery: Alex Israel capsule underscores cause-led drops as a credible playbook for brand lift, PR momentum, and community engagement during climate events. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division