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Shopify has become the latest brand to distance itself from President Trump as the fallout from a mob invasion of the US Capitol Building on Wednesday continues to reverberate.

With Trump personally shouldering much of the blame for the incident, the e-commerce company has closed two online stores; Trumpstore.com and shop.donaldjtrump.com, run by the Trump Organization and the Trump campaign.
 

What has Shopify said

  • Shopify explained its blacklisting of Trump associated online stores as necessary  they violated its policy prohibiting support for people or organisations 'that threaten or condone violence to further a cause.'

  • As a result, anyone wishing to purchase Trump-related tat on TrumpStore.com and shop.donaldjtrump.com will be in for a disappointment, with both outlets routing to a holding page explaining that they are unavailable.

  • The move will save the presidents supporters a pretty penny with fans willingly parting with $45 to purchase a pair of Trump-branded champagne flutes. Other must-have mementos on the platforms include obligatory $30 'Make America Great Again' hats as well as a $24 poster of Trump punching the air.

  • The targeted action falls short of a blanket ban however with Trump-related paraphernalia still widely available via related channels such as the OfficialTrump2020store.com and Trump-Hats.com, both still in business flogging merch before the inauguration of Joe Biden on 21 January.

  • Explaining the move a Shopify representative said: “Based on recent events, we have determined that the actions by President Donald J. Trump violate our Acceptable Use Policy, which prohibits promotion or support of organizations, platforms or people that threaten or condone violence to further a cause. As a result, we have terminated stores affiliated with President Trump.”

 

How have brands and marketers reacted

  • Brands and advertisers have scaled back their marketing initiatives in the wake of the assault on the US Capitol building, as a sombre mood grips the nation.

  • Since footage of protesters desecrating the seat of American democracy first emerged at least three major companies have postponed the launch of major campaigns, with day to day social media posts and TV slots also paused.

  • Marketers are keen to disassociate themselves as far as possible from the chaos in Washington, unwilling to run the risk of their adverts appearing alongside upsetting news broadcasts.

  • It is expected that normal service will resume within a day or two at most but any recurrence of unrest could set those plans back further.

  • Social media firms were among the first to react to Wednesday's incident with both Facebook and Twitter moving swiftly to block the president's provocative posts temporarily. Since then a more conciliatory Trump has tweeted his support for an orderly transition of power.