An online fashion shop in Portugal faces, in 2026, four changes with direct impact: the Content API was replaced by the Merchant API on 18 August, image extraction in Performance Max comes on by default in new campaigns on 4 December, the 30-day rule requires a discount to start from the lowest price of the previous 30 days (DECO PROteste), and TikTok Shop has been in Portugal since June. The plan: clean feed and images, correct reference prices, controlled returns and a small vertical video pilot.
The online fashion context
Fashion is a sector of volume, moderate margin, strong seasonality and many returns. That changes how to read the numbers: a high ROAS with high returns can hide a loss. Black Friday (27 November 2026, according to the source consulted) and Christmas concentrate demand and competition.
Before touching campaigns, confirm margin per product, return rate per category and logistics capacity.
Feed and Merchant API
According to Relevant Audience’s compilation, the Content API for Shopping was shut down on 18 August and replaced by the Merchant API. Check that the plugin or platform updating your feed already uses the new API. Fill titles with brand, type, colour, size and material, GTIN when it exists and well-defined variants.
In fashion, sizes and availability per variant are critical: advertising a sold-out size is waste.
Fashion shop: preparing peak season
- Feed on the Merchant API, with correct variants and stock
- Site images cleaned before 4 December
- Reference price: lowest of the 30 days
- Net margin after returns
- Small TikTok Shop pilot
Images: the default extraction on 4 December
According to PPC News Feed, from 4 December 2026 image extraction comes on by default in new Performance Max campaigns. The AI looks for images on your landing pages. In a fashion shop, that may include photographs of old collections, models without usage authorisation and images with text from past campaigns.
Clean the pages: remove outdated images, confirm usage rights for models and photographers and use backgrounds consistent with the brand.
Discounts: the 30-day rule
DECO PROteste indicates that, since May 2022, the discount must be measured against the lowest price of the previous 30 consecutive days in the same shop. In fashion, where there are clearances, sales and successive campaigns, this is especially relevant: advancing discounts in November reduces the “true discount” you can advertise on Black Friday.
Keep price history per product and use the lowest price of the 30 days as reference in ads, feed and pages.
In fashion, a high ROAS with high returns can hide a loss.
Returns: the hidden cost
Calculate net margin after returns, shipping costs and refunds. If a category has 30% returns, “real” ROAS is far below the platform’s. Improve size charts, photographs with measurements, fit descriptions and reviews with size, and reflect the return cost when setting targets.
A good PPC manager asks for the return rate before proposing budgets.
TikTok Shop: a pilot, not an all-in bet
According to The Portugal News, TikTok Shop has been in Portugal since June 2026, with live events, product pages and storefronts. Fashion suits short video well, but impulse purchases bring returns. Test with few references, margin for commissions (confirmed in Seller Center) and fast logistics, and measure returns and margin.
Don’t shift the whole budget. A 60-day pilot gives real data.
Campaign structure for peak season
Brand and high-intent category Search; Shopping or Performance Max with a clean feed and margin segmentation (custom labels); remarketing for visitors and abandoned carts; and vertical video prospecting on Meta and TikTok. Avoid big changes in Black Friday week.
According to PPC Land, since 17 August target strategies follow targets more closely, so ROAS targets should be reviewed before the season.
How to choose a PPC manager for online fashion
Ask for fashion e-commerce cases, process for feed and variants, returns management in accounts, reports with margin, and how they handle the 30-day rule and AI-generated content. Distrust anyone who talks about ROAS without margin.
Ask how management changed after 17 August and what preparation they propose for Black Friday.
Questions for your manager
Does our feed use the Merchant API? Which site images can be extracted? How do we define the “before” price? What is net margin after returns? Which pilots do we propose for TikTok Shop? What ROAS targets will we use in peak season?
If you want to prepare your fashion shop for Black Friday and Christmas, with feed, images, prices and margin metrics, I can help build the plan.
Frequently asked questions
How do I make lawful discounts on Black Friday?
According to DECO PROteste, the discount starts from the lowest price of the previous 30 consecutive days. Seek legal advice for your case.
Is TikTok Shop worth it?
Test with a small pilot and measure returns and margin. Confirm commissions in Seller Center.
What changes on 4 December?
Image extraction comes on by default in new Performance Max campaigns, according to PPC News Feed.
Sources consulted
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