This Week in M&A Issue #234
What’s up, Buttercup?
Today’s trend of the week is “protein”. 💪
Protein is no longer just something you associate with gym routines or post-workout shakes. It is now showing up in everyday products you see while shopping, scrolling, and eating, far beyond the usual protein powders and chicken fillets.
The US protein product market is growing fast. It is valued at $41.2 billion in 2025 and is expected to reach $69.8 billion by 2033. Protein snacks alone have grown by more than 47% recently.
The commercial impact is already visible. General Mills generated over $100 million from protein cereals in FY2024, showing that there is serious money to be made in this niche.
For online business owners, this opens up a pretty wide opportunity. The protein trend is expanding beyond traditional food brands into supplements, wellness products, and lifestyle categories. That opens up space for new content ideas, affiliate offers, private label products, and brand strategies built around protein as a core selling point rather than an added feature.
Today we have for you:
- WooCommerce merchants can now sell directly inside YouTube videos
- WebStreet opens new allocation for accredited investors
And:
- Small publishers have lost 60% of their search traffic
- The behavioral science behind how customers really make decisions
- The app market is surging as AI lowers the barrier to entry
Alright, let’s dive in.
eCommerce
WooCommerce Turns YouTube Into a Built-In Sales Channel
WooCommerce merchants can now sell products directly inside YouTube videos.
The setup is handled through the Google for WooCommerce extension. It connects your store to your YouTube channel and syncs your product catalog through Google Merchant Center.
Once connected, you can tag products directly in your videos and Shorts. Viewers can click on those products while watching or explore them in a dedicated shopping tab on your channel. It removes extra steps between someone discovering a product and actually buying it, which is often where you lose them.
People already go to YouTube to figure out what to buy. They watch reviews, product demos, and comparisons before making a decision. With this integration, WooCommerce is helping merchants meet customers where they already are instead of trying to redirect them somewhere else.
On the backend, everything stays in sync automatically. Product details like pricing, inventory, and descriptions are pulled from your WooCommerce store into Google Merchant Center, then distributed across YouTube and other Google surfaces. The same system also powers ads across Search, Shopping, and Display, so you’re not juggling multiple tools.
There is also a paid ad component built in. Performance Max campaigns use AI to create and test different ad variations using your existing product data. You set your goals, like return on ad spend, and the system handles most of the optimization.
Importantly, this is no longer just for physical products. Service-based businesses can now run campaigns without a traditional catalog, focusing instead on actions like bookings, calls, or lead generation.
For store owners, this adds a new sales channel that fits into how people already shop, without adding much extra work.
Online business investing
Invest Passively in Online Business Portfolios Through WebStreet
If you’ve been looking for a way to invest passively in online businesses, this is worth a closer look.
WebStreet has just launched a new fund, and while most of the allocation has already gone to returning investors, there are still a limited number of spots left for new participants.
WebStreet is an investment platform that lets accredited investors get exposure to online businesses without having to buy or operate them directly.
Instead of operating a business yourself, your capital is pooled into funds managed by experienced operators who acquire, grow, and eventually exit cash-flowing digital assets like e-commerce stores and SaaS businesses.
In simple terms: you provide the capital, and a professional team handles acquisitions, operations, and exits. You then benefit from the performance of the portfolio over time. Investors receive quarterly updates and distributions, with investment horizons usually around 3-5 years.
WebStreet’s funds have delivered strong results, with recent investments producing 30%+ IRR alongside ongoing cash yield distributions.
The investment is only available to accredited investors, with a minimum investment of $100k. Limited spots are available for new investors.
If you want to learn more, you can book a call here to speak to their team.
Traffic
Image Source: Axios
Small Publishers Lose 60% of Search Traffic as AI Changes How People Search
Small publishers are getting hit hard by a shift in how people use search.
New data from Chartbeat shows that over the past two years, small publishers have lost around 60% of their search traffic. Mid-sized publishers are down about 47%, while large publishers have seen a smaller but still significant drop of 22%.
The smaller the publisher, the bigger the hit. That’s mainly because smaller sites depend heavily on Google search to bring in readers, while larger publishers have more diversified traffic sources.
Interestingly, overall internet usage hasn’t dropped. People are still searching and reading online. The difference is how they’re getting answers.
Search engines are no longer just sending people to websites. AI-generated summaries and answers are increasingly giving users what they need directly in the search results. That means fewer clicks through to original articles.
AI tools are starting to send some traffic back to publishers, but it’s still very small. Even with fast growth, AI referrals make up less than 1% of total traffic. So it’s not filling the gap left by declining search visits.
Google’s ranking algorithms aren’t to blame either. Google Search and Discover traffic are both down, while AI summaries and chatbot-style answers are increasingly sitting between users and the original content.
The end result is that traffic isn’t disappearing, it’s concentrating. More of it is staying inside platforms or going to publishers with direct audience relationships, while smaller SEO-driven sites lose ground.
For anyone building a content business, depending heavily on search traffic is becoming a riskier strategy. Building a cushion of newsletters, email subscribers, subscriptions etc, like bigger publishers do, seems to be the key to survival.
Read All About It!
💵 The entrepreneur’s guide to non-dilutive funding: capital with control
🤖 250+ ways to make money with AI in 2026: revenue playbooks
🧠 ChatGPT traffic analysis: insights from 17 months of clickstream data
📚 How this entrepreneur sold 5,000 books in four weeks: as a first-time author
The Opportunity podcast
Neuromarketing Secrets: The Mental Shortcuts That Drive Purchases
Many business owners assume consumers carefully weigh their options before making a purchase. They don’t.
In reality, people rely on mental shortcuts to make decisions. Instead of analyzing every detail, we act on instinct, often without even realizing it.
And that has a huge impact on how and why people buy.
In this episode of the Opportunity Podcast, Nancy Harhut breaks down how these subconscious decision-making patterns shape customer behavior and how you can use them to your advantage.
AI is changing how content is created, but human psychology still determines what sells.
When your messaging aligns with how people naturally make decisions, everything becomes easier: your content lands, your offers resonate, and your conversions improve.
Check out the full episode to learn more.
Apps
The App Market Is Growing Fast as AI Lowers the Barrier to Build
The mobile app market is growing at a rapid rate.
New data from Appfigures shows global app releases jumped 60% year over year in Q1 2026. On iOS, launches were up 80%. That momentum carried into April, where total releases more than doubled compared to the same time last year.
A big reason for this surge is AI-powered development tools. They are making it faster and easier to build apps, even for small teams or solo developers. As a result, more people are entering the market and actually monetizing their apps.
There is also a change in the types of apps being built. Many new apps are simpler and focused on a single use case. AI makes it easy to test ideas quickly, but it also means more apps that feel similar. This has started to raise concerns around quality and saturation, with some developers and users noticing an increase in repetitive or low-effort apps.
For platforms like Apple and Google, more apps is generally a good thing. It drives engagement and transactions. At the same time, it puts pressure on discovery, ranking, and moderation as the volume grows.
For developers, building an app is no longer the challenge. The real test is retention. The advantage is shifting toward developers who can move fast, iterate based on feedback, and build products that hold attention over time.
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Youtube | Entertainment & Media
Evergreen YouTube channel focused on classic German films and nostalgia driven content. The audience is primarily German speaking viewers with high engagement and consistent interest in cultural classics. Currently monetized via YouTube ads, with clear upside in sponsorships, affiliates, and media partnerships. Learn More
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