#cross-border data

[themorningnewsinformer]

China's 2025 AI Regulations: Global Tech Innovation Impact

Introduction: China’s Strategic Move in AI Governance In 2025, China has introduced comprehensive AI regulations that are poised to influence global technology innovation. These measures aim to establish robust governance frameworks for artificial intelligence, focusing on data security, ethical standards, and international competitiveness. Key Components of China’s AI Regulations China’s…

[learningfromlosing]

THE WAY I THOUGHT THESE WERE ONE POST THE WAY I THOUGHT THESE WERE ONE POST THE WAY I THOUGHT THESE WERE ONE POST

WHAT THE FUCK WHAT THE FUCK I THOUGHT THESE WERE TOGETHER WHAT THE FUCK WHAT THE FUCK OH MY GOD BUT???? LIKE????? IS IT JUST..??? I MEAN ???

[moonsidesong]

i think its kinda funny that ibis paint is regarded as the Broke Artist App or whatever (as opposed to more mainstream programs like csp or procreate) because its free and because of how popular it is with phone + finger artists while im jusg sitting here having used ibis for a cool eight years on purpose.

like i have an ipad and an apple pencil and all theyre very nice and i absolutely could move to a more powerful program i have the resources to do so but my change averse brain has decided they like it here a lot and im not leaving

[freyrgri]

Evaluating the Global Business Impact of U.S. Restrictions on Cross-Border Data Access

Overview

As of 2025, the United States of America has introduced sweeping restrictions on cross-border access to sensitive personal data under 28 CFR Part 202, affecting global clinical research, biotech, and digital health operations. The regulation targets data sharing and access involving six countries of concern: China (including Hong Kong and Macau), Russia, Iran, North Korea, Cuba, and Venezuela, and applies even when access is indirect or data is anonymized.

This article outlines the scope of regulated data, highlights prohibited and restricted transactions, and explores the real-world impact on clinical trials, data storage, outsourcing, and international partnerships. It also reviews key exemptions, such as those for FDA-regulated studies, and provides actionable recommendations for companies to remain compliant in a shifting global data governance landscape.Regulation28 CFR Part 202Issued byU.S. Department of Justice (DOJ)Based onExecutive Order 14117 (Feb 28, 2024)ScopeLimits foreign access to U.S. sensitive personal and government-related data by certain foreign governments or associated personsApplies toLegally binding restrictions on U.S. persons interacting with foreign entities or individualsPublishedJanuary 8, 2025EffectiveApril 8, 2025 (90 days after publication)[Note: Entities must comply with the Rule’s due diligence, audit and reporting requirements by October 5, 2025. The Rule does not apply to transactions completed before its effective date, but it does apply to ongoing activity, even if that activity is required by prior contracts.]

Geographic and Individual Impact

Companies engaging with Contract Research Organizations (CROs), labs, IT vendors, or collaborators from the following six countries must reassess data access and control. Any involvement, even indirectly could trigger restrictions under this rule:

China (including Hong Kong and Macau)

Russia

Iran

North Korea

Cuba

Venezuela

Entities that are:

50% or more owned (directly or indirectly) by one or more countries of concern, or

Organised under the laws of, or principally operating from, a country of concern.

50% or more owned (directly or indirectly) by other covered persons, including those described below.

Individuals who are:

Employees or contractors of either a country of concern or of any of the entities described above.

Are primarily residents within the territorial jurisdiction of a country of concern.

Any person, regardless of location, who is determined by the U.S. Attorney General to:

Be owned or controlled by, or subject to the jurisdiction or direction of, a country of concern or covered person,

Be acting or likely to act on behalf of a country of concern or covered person, or

Have knowingly caused or directed a violation of this regulation or be likely to do so.

Types of Regulated Data

The regulation covers “bulk U.S. sensitive personal data” as defined in §202.206—referring to large volumes of personal information about U.S. individuals, regardless of format or whether it has been anonymized, pseudonymized, de-identified, or encrypted. Coverage applies when volume thresholds in §202.205 are met or exceeded. This includes:

Genomic and ‘omic’ data: Including genomic, epigenomic, proteomic, or transcriptomic information

Biometric Identifiers: Including facial images, voice patterns, retina scans, and similar features

Personal Health Data: This includes physical measurements (e.g., height, weight, vital signs), symptoms, psychological or behavioural information, medical diagnoses, treatments, and test results

Personal Financial Data: This covers credit or debit card details, bank account information, financial liabilities, and payment history

Precise Geolocation Data: This refers to past or present location data that can identify the physical location of a person or device within about 1,000 meters (roughly two-thirds of a mile)

Multiple Identifying Elements: This includes two or more means of identification such as IMEI numbers, MAC addresses, SIM card numbers, Social Security numbers, driver’s licenses, or other government-issued IDs

Government-related data is separately defined under §202.222 and includes any data that could reveal information about federal personnel or sensitive government locations.

Restricted or Prohibited Data

Prohibited transactions

U.S. persons/entities (i.e. any U.S. citizen, national, lawful permanent resident, refugee, or asylee; any person located in the U.S.; or any entity organized under U.S. law (including foreign branches)) must avoid the following:

Selling or sharing sensitive data with entities or individuals linked to the six restricted countries

Sending human biospecimens or genomic data to partners in those countries

Setting up vendor or employment deals that give foreign actors access to sensitive U.S. data

For example, if a U.S.-based genomics company develops an AI tool trained on a large volume of sensitive U.S. genomic data, and later licenses that tool to its parent company in China, this could be considered a prohibited transaction. Even if the tool itself does not directly share raw data, the potential to reveal sensitive training data, combined with the U.S. company’s awareness of this risk, constitutes indirect access by a covered foreign person, which is restricted under the regulation.

Restricted Transactions

Some activities with vendors, employees, or investors from the six restricted countries can proceed only if specific security requirements are met. These include agreements where sensitive data may be accessed directly or indirectly.

Applies to:

Vendor contracts (e.g. cloud hosting, data processing)

Employment agreements (e.g. IT support, data handling)

Investment relationships with data access components

These are not allowed unless the U.S. company fully implements the required data safeguards. Simply using “equivalent” controls is not enough.

Take for instance a U.S.-based life sciences company that needs help maintaining its clinical data platform. To cut costs or find specific skills, it hires a remote IT contractor who happens to be based in a restricted country. Even if the contractor is only working on the back end, there is still a risk; they could potentially access sensitive U.S. personal health or financial data. In a situation like this, the company is required to have a full set of security measures in place. If it does not, the arrangement would violate 28 CFR Part 202. It does not matter that the contractor is not supposed to see the data, what matters is that the access risk exists.

Exemptions Relevant to Clinical Research

Allowed (with conditions)Not AllowedFDA-regulated clinical investigations, including clinical trialsNon-FDA/non-federally funded studies unless specifically licensedOther clinical investigations and post-marketing surveillance with de-identified dataStudies where data can be re-identified or accessed by covered entities

Current impact: As of April 2025, the National Institutes of Health (NIH) has barred researchers affiliated with the six countries of concern accessing 21 major U.S. biomedical datasets, enforcing provisions of 28 CFR Part 202. (Science, 2025)

Potential Impact

The regulation has direct implications for:

Clinical trials and R&D: Collaborating on cross-border studies with labs, CROs, or cloud providers in restricted countries risks regulatory violations. Even if the data is encrypted, access by these parties may still be subject to restrictions.

Data storage and processing: Clients using foreign infrastructure or outsourced IT in these regions must reassess vendor arrangements and consider relocating or segmenting data.

Hiring and partnerships: Employment involving sensitive data access by personnel in these countries may need restrictions or licensing.

Recommendations

Assess Exposure: Identify clinical trials, data transfers, or collaborations involving restricted countries, including CROs, labs, cloud vendors, and academics.

Verify Exemptions and Seek Licensing: Confirm if activities qualify for exemptions (e.g., FDA-regulated or de-identified studies) and maintain compliance documentation. For non-exempt activities, consult legal counsel to apply for DOJ licenses.

Control Data Access: Implement technical and legal controls to prevent unauthorized access; audit data systems regularly.

Adapt and Monitor: Favor exempt collaborations, minimize data sharing, and stay updated on DOJ guidance and enforcement.

Conclusion

In conclusion, the U.S. restrictions on foreign access to sensitive data signal a pivotal shift in global data governance, including for industries involved in clinical research, biotechnology, and digital health. As enforcement intensifies, organizations must take a proactive, risk-based approach, assessing exposure, verifying exemptions, securing data access, and documenting compliance efforts. By adapting operations and strengthening internal controls, businesses can protect sensitive U.S. data, uphold regulatory obligations, and maintain the integrity of their global collaborations.

Original Source: U.S. Data Access Restrictions & Their Global Business Impact

[hope-ur-ok]

The way I am now in a whole other country

[usprivacycompliance]

Ensure Secure Cross-Border Data Transfers with US Privacy Compliance Experts

Managing cross-border data transfer can be complex, but with the right guidance, it doesn’t have to be. At US Privacy Compliance, we specialize in helping businesses navigate the legalities of transferring data across borders while staying compliant with privacy regulations. Whether you’re handling data between the US and other countries or ensuring GDPR compliance, our expert team provides the necessary tools and strategies to keep your data secure and your business compliant.

[ultragamerz]

Bitcoin, Next Stop 69k: Will The Entire Crypto Market Rise With It? | Bitcoin, Ethereum, Cardano, Uniswap, XRP, Helium, Arweave, Filecoin, Polkadot, Stellar Lumens

New Post has been published on https://www.ultragamerz.com/bitcoin-next-stop-69k-will-the-entire-crypto-market-rise-with-it-bitcoin-ethereum-cardano-uniswap-xrp-helium-arweave-filecoin-polkadot-stellar-lumens/

Bitcoin, Next Stop 69k: Will The Entire Crypto Market Rise With It? | Bitcoin, Ethereum, Cardano, Uniswap, XRP, Helium, Arweave, Filecoin, Polkadot, Stellar Lumens

Bitcoin, Next Stop 69k: Will The Entire Crypto Market Rise With It?

Bitcoin, Ethereum, Cardano, Uniswap, XRP, Helium, Arweave, Filecoin, Polkadot, Stellar Lumens

The recent surge of Bitcoin past the $50,000 mark has sent shockwaves through the crypto community, igniting hopes of a broader market recovery. While Bitcoin often sets the tone for the rest of the cryptocurrency space, is its ascent enough to guarantee a sunny outlook for other digital assets? Let’s explore the implications and delve into some promising contenders poised to benefit from this potential upswing.

Bitcoin’s Bullish Breakout: A Rising Tide Lifting All Boats?

Historically, Bitcoin’s price movements have had a significant influence on the broader crypto market. Its recent rally could signal renewed investor confidence and increased risk appetite, potentially leading to positive spillover effects for other cryptocurrencies. This optimism stems from several factors:

Increased mainstream adoption: Growing institutional interest and regulatory frameworks are paving the way for wider acceptance of Bitcoin, potentially driving further price appreciation.

Limited supply: Bitcoin’s capped supply of 21 million coins creates scarcity, making it a potential hedge against inflation and attracting investors seeking long-term value.

Technological advancements: Ongoing developments in the Lightning Network and other scaling solutions aim to address transaction speed and scalability concerns, enhancing Bitcoin’s utility.

Hot on Bitcoin’s Heels: Promising Crypto Assets to Watch

While Bitcoin may be the bellwether, several other projects hold immense potential:

Ethereum (ETH): The leading smart contract platform, facilitating decentralized applications (dApps) across various industries like finance, gaming, and NFTs. ETH 2.0, its upcoming upgrade, promises improved scalability and sustainability.

Cardano (ADA): Focused on security and scalability through a proof-of-stake consensus mechanism, Cardano aims to become a global financial system for everyone. Its rigorous peer-reviewed development process adds to its appeal.

Uniswap (UNI): A pioneering decentralized exchange (DEX) enabling peer-to-peer cryptocurrency trading without intermediaries. UNI governance tokens allow users to participate in platform decisions.

XRP (XRP): Designed for facilitating fast and cost-effective cross-border payments, XRP is popular among financial institutions. Its ongoing legal battle with the SEC adds an element of uncertainty.

Helium (HNT): Powering the decentralized Helium Network for internet-of-things (IoT) devices, HNT rewards individuals for hosting hotspots, creating a unique incentive model.

Arweave (AR): A decentralized storage solution offering permanent and verifiable data storage, Arweave caters to long-term data preservation needs.

Filecoin (FIL): Another decentralized storage project, Filecoin incentivizes network participants to store data securely and efficiently.

Polkadot (DOT): Aiming to connect different blockchains, Polkadot facilitates interoperability between diverse ecosystems, potentially unlocking the full potential of blockchain technology.

Stellar Lumens (XLM): Similar to XRP, XLM focuses on fast and low-cost cross-border payments, targeting remittance corridors and financial inclusion.

Remember: While Bitcoin’s momentum is encouraging, the crypto market remains volatile. Thorough research and understanding of individual projects’ fundamentals are crucial before making any investment decisions. Past performance is not indicative of future results.

This list highlights just a few of the many exciting projects in the crypto space. With Bitcoin breaking barriers, the coming months could see a revitalized market, but always approach every investment with caution and do your own research.

Keywords:

Bitcoin, Ethereum, Cardano, Uniswap, XRP, Helium, Arweave, Filecoin, Polkadot, Stellar Lumens, cryptocurrency, crypto market, Bitcoin price, crypto recovery, altcoins, blockchain, DeFi, smart contracts, dApps, decentralized finance, internet of things, data storage, cross-border payments, investment, technology, future of finance, space, moon, fantasy, nebula, rocket, spaceship, mascot, emblem, celestial body, pixel art, anime, constellation, panorama.

[i4technolab]

In today’s fast-paced world of logistics innovation and evolution have become the driving forces behind success. As we step into 2024, the logistics sector will undergo extensive disruptions, fueled by game-changing innovations that promise to revolutionize supply chain management as we know it.

At iFour, we take immense pride in our expertise in the logistics industry, and we are excited to share with you the trends that are currently transforming this dynamic sector in Australia. As a leading custom Logistics software development company, we understand the unique challenges and opportunities facing businesses in the Australian market.

Here are the key trends that are reshaping the logistics landscape and how our solutions can help your company stay ahead of the curve.

[rapidpricer]

Changing Landscape of European Retail

Written By: Jagriti Shahi

Figure: Growth of retail in Europe

The retail industry in Europe has undergone significant transformations in recent years, driven by changing consumer preferences, technological advancements, and global economic shifts. From traditional brick-and-mortar stores to e-commerce giants, European retail has seen a remarkable evolution. In this article, we will explore the key trends shaping the changing landscape of European retail and how businesses are adapting to stay competitive in this dynamic environment. The retail sector in Europe is the largest in the world, with a turnover of over €2 trillion in 2021. The sector employs over 20 million people and accounts for about 10% of the EU's GDP. The retail sector in Europe is highly fragmented, with a large number of small and medium-sized enterprises (SMEs). However, there are also a number of large multinational retailers operating in the market, such as Carrefour, Tesco, and IKEA.

Figure: Growth of retail in Europe

The retail sector in Europe is facing a number of challenges, including the rise of e-commerce, the changing demographics of consumers, and the increasing adoption of new technologies. The rise of e-commerce is one of the most significant challenges facing the retail sector in Europe. In 2021, online retail sales in Europe reached €768 billion, accounting for 16.1% of total retail sales. This growth is being driven by a number of factors, including the increasing availability of high-speed internet, the growing popularity of mobile shopping, and the convenience of online shopping.

Traditional brick-and-mortar retailers are struggling to compete with the convenience and lower prices of online retailers. In order to survive, traditional retailers are investing in their online presence and offering omnichannel experiences that allow customers to shop online and in-store. The demographics of European consumers are also changing, which is having an impact on the retail landscape. The population is aging, with more people over the age of 65. This group is increasingly active and affluent, and they are looking for different products and services than younger consumers. They are also more likely to shop online.

Another demographic trend is the increasing diversity of the European population. This is leading to a demand for more ethnic food and clothing stores. Retailers are also adapting their marketing and advertising to reach these new customer groups.

New technologies are also having a major impact on the retail landscape. The use of artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) is growing, and these technologies are being used to improve the customer experience in a number of ways. For example, AI can be used to personalize recommendations, AR can be used to try on clothes virtually, and VR can be used to create immersive shopping experiences. The adoption of new technologies is also creating new opportunities for retailers. For example, retailers can use data analytics to track customer behavior and improve their marketing and product offerings. They can also use social media to connect with customers and build relationships.

The future of European retail is uncertain, but it is clear that the industry is undergoing a major transformation. The rise of e-commerce, the changing demographics of consumers, and the increasing adoption of new technologies are all having a major impact on the way people shop. Retailers that are able to adapt to these changes will be the ones that are successful in the future.

Figure: Brick-and-Mortar stores

Figure: Number of brick-and-mortar in Europe over time

Figure: Department stores

Department stores: Department stores are large stores that sell a variety of products, such as clothing, home goods, and electronics. Some of the most famous department stores in Europe include Galeries Lafayette in Paris, Selfridges in London, and El Corte Inglés in Madrid.

Figure: Independent retailers

Independent retailers: Independent retailers are small, privately owned businesses that sell a variety of products. These retailers often have a strong local presence and offer a unique shopping experience.

Figure: Markets

Markets: Markets are a great place to find fresh produce, meats, cheeses, and other local products. Many European cities have traditional markets that have been operating for centuries.

Figure: Outlet

Outlet malls: Outlet malls are a great place to find discounted name-brand clothing, shoes, and accessories. These malls are often located in tourist destinations.

Figure: Warehouse clubs

Warehouse clubs: Warehouse clubs are membership-only stores that sell a variety of products in bulk. These clubs are a great place to find discounts on groceries, household goods, and other items.

Traditional retail is still a major part of the retail landscape in Europe, and it is likely to remain so for the foreseeable future. These stores offer a unique shopping experience that cannot be replicated online. In addition, many traditional retailers are adapting to the changing retail landscape by investing in their online presence and offering omnichannel shopping experiences.

The European Retail Landscape

Europe boasts a diverse and rich retail heritage, with traditional shops, boutiques, and markets dating back centuries. These establishments have played a significant role in local economies, offering consumers a wide range of goods and personalized shopping experiences.

Challenges in the Digital Age: Traditional retail in Europe has felt the impact of the digital age. The rapid growth of e-commerce giants like Amazon, along with the convenience of online shopping, has led to a decline in foot traffic at brick-and-mortar stores. Consumers now have access to a vast array of products with the click of a button, making it essential for traditional retailers to adapt.

The Omnichannel Approach: Many traditional European retailers are responding to the digital challenge by adopting an omnichannel approach. This strategy combines physical stores with an online presence, offering consumers a seamless shopping experience. Retailers are investing in e-commerce websites, mobile apps, and in-store technology to bridge the gap between offline and online shopping.

Customer Experience and Personalization: One advantage traditional retailers have over e-commerce is the ability to provide a unique and personalized customer experience. Many European consumers still value the tactile, sensory experience of shopping in a physical store. Traditional retailers are focusing on creating welcoming and interactive environments, offering personalized service, and curating their product selections to cater to local tastes.

Sustainability and Localism: In response to consumer demand for sustainability and ethical shopping, traditional European retailers are emphasizing their commitment to local sourcing and environmentally friendly practices. Some are rediscovering the benefits of locally-produced goods, promoting them as eco-friendly alternatives to mass-produced items. This aligns with the rising trend of supporting local businesses and reducing the carbon footprint associated with global supply chains.

Cultural and Historical Significance: Traditional retail establishments often hold cultural and historical significance in European communities. Many have been in operation for generations, serving as cornerstones of local culture. These stores are cherished by residents and tourists alike, and efforts are made to preserve their historical authenticity while integrating modern retail practices.

Government Support: Some European governments recognize the importance of preserving traditional retail and are offering support through grants, subsidies, and regulatory measures. These initiatives aim to bolster traditional retail against the encroachment of e-commerce and maintain the vibrancy of city centers.

Conclusion

Traditional retail in Europe is at a crossroads. While it faces challenges from the digital age and changing consumer preferences, it also has unique advantages rooted in history, culture, and personalized shopping experiences. To thrive in today's retail landscape, traditional retailers must embrace technology, adopt an omnichannel approach, focus on customer experience, and align with sustainability and localism trends. In doing so, traditional European retail can not only survive but also continue to offer consumers a distinctive and cherished shopping experience that reflects the rich tapestry of Europe's retail heritage. By adapting to the evolving market while preserving their unique qualities, traditional retailers can continue to play a vital role in the continent's commercial landscape.

The changing demographics of consumers

The demographics of European consumers are also changing, which is having an impact on the retail landscape. The population is aging, with more people over the age of 65. This group is increasingly active and affluent, and they are looking for different products and services than younger consumers. They are also more likely to shop online.

Another demographic trend is the increasing diversity of the European population. This is leading to a demand for more ethnic food and clothing stores. Retailers are also adapting their marketing and advertising to reach these new customer groups.

Here are some specific examples of how the changing demographics of consumers are impacting the retail industry in Europe:

The aging population is leading to a demand for more accessible and convenient shopping options. This is driving the growth of online grocery delivery and click-and-collect services.

The increasing diversity of the population is leading to a demand for more ethnic food and clothing stores. This is also leading to a demand for products and services that cater to the needs of diverse cultures, such as halal food and bilingual customer service.

The rise of the digital native is leading to a demand for more personalized and engaging shopping experiences. This is driving the growth of mobile commerce and augmented reality (AR) shopping.

The changing role of women is leading to a demand for more flexible shopping hours and options for online shopping. This is also leading to a demand for more products and services that are designed for women, such as maternity clothing and baby products.

The growing importance of sustainability is leading to a demand for more sustainable products and services. This is driving the growth of organic food, fair trade clothing, and recycled packaging.

The increasing adoption of new technologies

Figure: The increasing adoption of new technologies

As you can see, the percentage of people in Europe using the internet has been increasing steadily over the past two decades. This is due to a number of factors, including the increasing availability of high-speed internet, the falling cost of computers and smartphones, and the growing popularity of online services.

The increasing adoption of new technologies is having a major impact on the retail industry in Europe. Here are some of the key technologies that are being adopted by retailers in Europe:

Artificial intelligence (AI): AI is being used to improve a variety of tasks in the retail industry, such as customer service, inventory management, and fraud detection. For example, AI can be used to analyze customer data to personalize recommendations, or to predict which products are likely to be in high demand.

Augmented reality (AR): AR is being used to create immersive shopping experiences that allow customers to try on clothes virtually or see how furniture would look in their home. For example, IKEA has an AR app that allows customers to see how its furniture would look in their living room.

Virtual reality (VR): VR is being used to create even more immersive shopping experiences that allow customers to virtually visit stores and try on products. For example, Amazon has a VR store that allows customers to browse its products and make purchases.

Internet of Things (IoT): IoT is being used to connect devices and collect data about customer behavior. This data can be used to improve a variety of tasks, such as inventory management and customer service. For example, retailers can use IoT sensors to track the movement of products in stores and to identify when products are running low.

Blockchain: Blockchain is being used to create secure and transparent supply chains. This can help retailers to ensure the authenticity of their products and to track their products from the source to the customer. For example, Walmart is using blockchain to track the supply chain of its food products.

These are just some of the key technologies that are being adopted by retailers in Europe. The adoption of these technologies is helping retailers to improve their efficiency, personalize the customer experience, and create a more sustainable supply chain.

E-Commerce Dominance

One of the most profound shifts in European retail has been the rise of e-commerce. Consumers now have the convenience of shopping online from the comfort of their homes, and this trend has been accelerated by the COVID-19 pandemic. Major players like Amazon, Alibaba, and local champions such as Zalando and ASOS have expanded their reach across Europe, reshaping consumer behavior and expectations. Retailers have had to invest heavily in their online presence, enhancing websites, mobile apps, and supply chain logistics to meet the demand for digital shopping. Additionally, omnichannel strategies have become essential, allowing consumers to seamlessly switch between online and offline shopping experiences.

E-commerce dominance refers to the growing market share of online retailers over traditional brick-and-mortar stores. This trend is being driven by a number of factors, including the increasing availability of high-speed internet, the growing popularity of mobile shopping, and the convenience of online shopping. In Europe, e-commerce sales are expected to reach €768 billion in 2022, accounting for 16.1% of total retail sales. This growth is being driven by the increasing adoption of online shopping by consumers across all demographics.

There are a number of reasons why e-commerce is becoming so dominant. First, the availability of high-speed internet has made it possible for consumers to shop online quickly and easily. Second, the popularity of mobile shopping has made it possible for consumers to shop online from anywhere. Third, the convenience of online shopping is unmatched by traditional brick-and-mortar stores. Consumers can shop online 24/7, compare prices from different retailers, and have products delivered to their door. The rise of e-commerce is having a major impact on the retail industry. Traditional brick-and-mortar stores are facing increasing competition from online retailers, and many are struggling to compete. In order to survive, traditional retailers need to adapt to the changing retail landscape by investing in their online presence and offering omnichannel shopping experiences.

Figure: Share of online retail sales in Europe over time

As you can see, the share of online retail sales in Europe has been increasing steadily in recent years. This is due to the increasing popularity of online shopping, which is more convenient and offers a wider selection of products. The share of online retail sales is expected to continue to increase in the coming years. However, it is important to note that not all countries are affected equally. For example, the share of online retail sales is higher in Northern Europe than in Southern Europe. The future of online retail in Europe is bright. The growth of online shopping is being driven by a number of factors, including the increasing availability of high-speed internet, the growing popularity of smartphones and tablets, and the increasing convenience of online shopping.

Sustainability and Ethical Consumption

The European retail landscape is witnessing a significant shift towards sustainability and ethical consumption. Consumers are becoming increasingly aware of the environmental and social impact of their purchases. Retailers are responding by adopting eco-friendly practices, sourcing sustainable products, and promoting transparency in their supply chains.

Fashion brands, in particular, have made strides in sustainable fashion, with initiatives like "slow fashion" and clothing rental services gaining popularity. European consumers are favoring products that are produced responsibly and have a lower environmental footprint, and retailers are aligning their strategies with these values.

Personalization and Data Analytics

Data analytics and artificial intelligence are playing a crucial role in the transformation of European retail. Retailers are harnessing the power of big data to gain insights into consumer behavior, preferences, and shopping habits. This data-driven approach allows them to personalize marketing efforts, optimize inventory management, and enhance the overall shopping experience.

Personalized recommendations, targeted advertising, and tailored promotions are becoming the norm in the industry. Retailers are using predictive analytics to forecast trends and adjust their product offerings accordingly, ensuring they stay ahead of consumer demands.

Pop-Up Stores and Experiential Retail

While online shopping continues to grow, physical stores are not becoming obsolete. Instead, retailers are reimagining the in-store experience to attract and engage customers. Pop-up stores and experiential retail spaces are gaining popularity, offering unique and immersive experiences that cannot be replicated online.

These temporary stores allow retailers to test new products and connect with customers on a more personal level. They often incorporate interactive elements, such as virtual reality experiences or live demonstrations, to create memorable moments for shoppers.

Cross-Border Expansion

European retailers are increasingly looking beyond their home markets for growth opportunities. Cross-border expansion has become a viable strategy for many companies seeking to tap into new customer bases and diversify revenue streams. The European Union's single market has facilitated this expansion by reducing trade barriers and harmonizing regulations.

Furthermore, technology has made it easier for retailers to reach international customers through e-commerce platforms and digital marketing. As a result, many European brands are expanding their presence into neighboring countries and even outside of Europe, creating a more competitive and globalized retail landscape.

Post COVID European Retail

The retail industry in Europe is undergoing a period of change after COVID. The pandemic has accelerated the shift to online shopping, and brick-and-mortar stores are struggling to compete. Retailers are responding by adopting new technologies, such as AR and VR, and by offering more convenient shopping experiences, such as BOPIS. The industry is also focusing on sustainability, as consumers are increasingly demanding sustainable products and services.

Conclusion

The changing landscape of European retail is characterized by the rapid growth of e-commerce, a focus on sustainability and ethical consumption, data-driven personalization, experiential in-store experiences, and cross-border expansion. Retailers that adapt to these trends and embrace digital transformation are likely to thrive in this dynamic environment.

The future of European retail will continue to be shaped by evolving consumer preferences and technological innovations. To stay relevant, retailers must remain agile, customer-centric, and committed to ethical and sustainable practices. As the industry continues to evolve, it will be exciting to see how retailers innovate and compete in this ever-changing landscape.

About RapidPricer

RapidPricer helps automate pricing, promotions and assortment for retailers. The company has capabilities in retail pricing, artificial intelligence and deep learning to compute merchandising actions for real-time execution in a retail environment.

Contact info:

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[endosexual]

No way HE got the goal 😐 i need klopp to run onto the pitch and stomp on this rat

[krismatic]

Every time I visit the US without fail Tumblr Live will IMMEDIATELY pop up on my dash

[unsolicited-opinions]

Doesn’t the Egyptian navy also enforce the blockade?

I thought it was Israel and Egypt both. But I’ve seen no mention of Egypt’s involvement recently.

(I did see that Egyptian authorities have stopped, detained and deported many of the “march to Gaza” activists.)

Explained: Egypt, the Gaza Blockade, and the March for Gaza activists

If you've seen MSM coverage about the Gaza blockade, you may well believe that Israel is the only country enforcing it.

Egypt has also enforced a blockade on Gaza since 2007. This isn't a secret, it's a long-standing policy, but it rarely shows up in activist slogans, protest chants, or international outrage.

That's part of the reason why western March to Gaza activists were so confused by what they encountered in Egypt.

I can't find any clips of these encounters which aren't biased, so this will have to do:

So let's put this in context.

What Is the Gaza Blockade?

In 2007, after Hamas took control of Gaza from the Palestinian Authority in a violent coup, Israel and Egypt both imposed blockades on the territory.

Israel's blockade focuses on land, airspace, and maritime access (because it shares all of those with Gaza) with the stated purpose of preventing weapons smuggling and rocket attacks. Egypt's blockade is focused mainly on the land border at the Rafah crossing - the only non-Israeli border Gaza has.

Both countries restrict what and who can move in and out. Both justify it on security grounds. Israel cites rocket fire and terror tunnels. Egypt cites Hamas’s ties to the Muslim Brotherhood, a banned and often brutally suppressed group inside Egypt.

What did Egypt do differently at their border with Gaza after Hamas took over?

Tightened Restrictions: Egypt imposed much stricter controls on the movement of people and goods in and out of Gaza.

Rafah Crossing Closure and Intermittent Openings: The Rafah crossing was largely closed by Egypt after the Hamas takeover. It has only been opened intermittently since then, primarily for limited purposes, such as allowing special shipments of medical supplies or facilitating travel for individuals requiring medical treatment.

Participation in the Blockade: Egypt joined with Israel in enforcing a blockade of Gaza, aiming to prevent weapons smuggling and exert economic pressure on Hamas. The blockade has severely restricted the flow of essential goods, contributing to economic hardship and limiting the freedom of movement for Gazans.

Crackdown on Smuggling Tunnels: Egypt launched efforts to destroy the smuggling tunnels that had become a vital lifeline for goods entering Gaza, going so far as to flood the tunnels in 2015.Mediation Efforts: Egypt has engaged in mediation efforts between Fatah and Hamas, the two main Palestinian factions, attempting to broker reconciliation agreements. The Rafah crossing has sometimes been used as a tool in these negotiations.

Focus on Security Cooperation with Israel: Egypt has coordinated closely with Israel on security matters related to the border, which has contributed to the tightening of restrictions on the Rafah crossing. 

Egypt's policies regarding the Rafah crossing have not been static. They have varied depending on internal Egyptian politics, regional dynamics, the state of relations between Egypt and Hamas and security concerns.

Here's a snapshot from August 2023 put out by OCHA, using data provided by Hamas (accuracy questionable, but this demonstrates international attention to the matter.)

While participating in the blockade, Egypt has also sought to facilitate the entry of humanitarian aid into Gaza, particularly during times of crisis. For instance, in 2014, Egypt permitted the World Food Programme to bring food through the Rafah crossing.

Does Egypt Enforce a Naval Blockade Too?

Not like Israel does because it doesn't have to. Egypt controls its own coastal waters, but doesn't patrol Gaza's maritime border.

It does tightly restrict access to its land border at Rafah and coordinates with Israel on border and security policies. So while there isn't a direct Egyptian naval blockade, Egypt enforces restrictions on movement and trade just as seriously on land.

Why Don't Activists Talk About Egypt's Role?

Egypt's participation in the blockade is a matter of record. It controls a major border crossing. It restricts people and goods. It's even used violence to destroy smuggling tunnels and detain activists. Yet I've never seen news of protests against Egypt.

Why? Because nuance messes up the narrative and doesn't fit into the oppressor/victim dynamic.

The dominant narrative in much of the West frames the Gaza conflict through the lens of settler colonialism, with Israel as the powerful, evil, European colonizer and Palestinians as the indigenous, helpless, innocent, virtuous colonized. That framing doesn't leave room for Arab states to be seen as complicit or even hostile to Hamas. It flattens the region's politics into a binary that leaves out information which is needed to understand the region.

Put another way, it's easier for some activists to blame Israel alone. Criticizing an Arab country like Egypt (especially one run by an authoritarian government) complicates the story. Also, it doesn't fit on a sign or in a hashtag.

What About the "March to Gaza" Activists?

As noted above, Egyptian authorities detained and deported international activists trying to join a solidarity march to Gaza. These are the same types of activists who accuse Israel of violating human rights for restricting access to Gaza.

So finally, a certain kind of Westerner has noticed that Egypt also has a blockade. Even so, there were no major headlines, no global protests against Egypt, and barely a whisper on social media. Ground News shows the coverage spread is spread pretty evenly.

When Israel stops people at the border, it's called apartheid. When Egypt does it, it's mostly ignored. Why the double standard? (You know why.)

Why Does Egypt Enforce a Blockade at All?

Egypt sees Hamas as a national security threat. Hamas is an offshoot of the Muslim Brotherhood, which Egypt's government sees as a terrorist organization. President Abdel Fattah el-Sisi came to power after removing a Muslim Brotherhood president from office in a military coup. Sisi subsequently was elected as Egyptian president and enjoys substantially more support than his predecessor. He has cracked down hard on violent Jihadist/Islamist movements of all kinds.

In September of 2013, an Egyptian court banned the Brotherhood and ordered the seizure of its assets and associations. In December of 2013, the Sisi government officially declared the Muslim Brotherhood a terrorist organization.

In addition to targeting the Muslim Brotherhood, Sisi's government has waged a continuous and often brutal campaign against various jihadist groups, most notably Wilayat Sinai (formerly Ansar Bayt al-Maqdis), which pledged allegiance to ISIS, in the Sinai Peninsula. This campaign has involved large-scale military operations, curfews, and the displacement of residents.

The Sisi government consistently frames its actions as a necessary "war on terror" to protect Egypt from extremism and instability, and this narrative has resonated with many Egyptians weary of political turmoil.

So Egypt's policy isn't about helping Israel. It's about controlling what happens on its own border and containing a group it sees as dangerous and destabilizing.

Why Does Any of This Matter?

If you want to understand the blockade (and the conflict in general) you need the full picture.

You need to embrace complexity nuance, and shades of grey. You need to let go of the egotistical Western view that the world generally thinks like you do and shares your general values. They don't, it doesn't. The world is too complex to flatten to a binary. Here are some complexities which many Western leftists seem not to grasp:

Arab Regimes are neither Anti-Zionist Saints nor Pro-Hamas Allies.

A common but false assumption among many Western activists is that Egypt and other Arab states are natural allies of Palestinians in their struggle against Israel. Egypt:

Is deeply suspicious of Hamas (an offshoot of the Muslim Brotherhood, which is outlawed in Egypt and viewed as a terrorist threat).

Has its own national security interests that are often at odds with Palestinian groups.

Maintains its own blockade on Gaza, which predates and operates alongside Israel’s.

Western activists who believe that "Free Palestine" is the unifying moral cause of the Arab world often miss that most Arab regimes are more concerned with their own security concerns, domestic stability, counterterrorism, and maintaining authoritarian control than championing Palestinian liberation. It just doesn't matter to them the way it matters to the Western "Pro-Palestinian" activists.

Egypt Co-Enforces the Gaza Blockade

Egypt controls their Rafah border, the only crossing from Gaza not controlled by Israel.

Egypt routinely keeps the Rafah crossing closed, except for specific humanitarian cases or diplomatic arrangements.

Egypt blames Hamas for instability and violence that spills into the Sinai, and it does not want a flood of refugees escaping into the Egyptian Sinai.

Anti-Imperialism Has Become Weirdly Pro-Imperial

One of the bitter ironies of the Western left's approach is that their anti-imperialism tends to romanticize or whitewash non-Western authoritarian states.* In the name of fighting US or Israeli imperialism, they ignore or excuse:

Egypt's military dictatorship and brutal police state.

Assad's war crimes in Syria.

Iran's suppression of women and minorities.

Russia's aggressive expansionism.

China's human rights abuses against many, including the Uyghurs

This highlights broader confusion among Western "Pro-Palestinian" activists

They seem to reduce every situation to "colonizer vs colonized," or "Oppressor vs Victim" and place all Arab actors automatically on the side of victims justly seeking justice...ignoring that states like Egypt, Jordan, Syria, and Saudi Arabia have their own histories of colonialism, suppression, and regional imperialism which are varied, complex, and frequently in competition.

They treat Hamas as if it's just a resistance movement rather than a militant Islamist regime which is:

Hostile to Egyptian authority,

Fundamentally illiberal

Hostile to the rights of women and LGBTQ+ persons

In conflict not just with Israel, but also with Fatah (the Palestinian Authority), Egypt, and much of the Arab world.

Missing out on post-colonial dynamics

Try to watch this with Egyptian eyes:

The Egyptians in the video don't just despise Hamas. There's more happening here.

Keep in mind that Egypt was ruled (in whole or in part) by the British as a colonial power from 1882 to 1956.

This uninvited guest, this British Welshman who doesn't speak Arabic and knows nothing about Egyptians or Gazans...is condemning and lecturing Egyptians on their moral obligations as Muslims...on their own soil...with patronizing language like "I believe that the people of the Arabic nations have a white heart."

How might you feel if you were an Egyptian cop or soldier who was expected to be calm while being condescended to this way by this man?

Can you see the extraordinary privilege of which this Welshman is totally unaware and how inappropriate his actions are even by the Western left's own domestic standards and social mores?

His condescension to Egyptians is textbook Orientalism. It's cringe on so many levels.

Projection of Western Political Tropes

These activists (instead of learning about peoples who are geographically, ideologically, and politically distant from them and just as complex as people anywhere) project their own local, parochial, left-wing, binary, intersectional frameworks onto a region where those frameworks don’t translate.

In Egypt, you don’t get to chant "Free Palestine" and assume the police will see you as righteous or even harmless. You're more likely to be detained, interrogated, or worse - and not because they oppose dignity, safety, and self-determination for Palestinians, but because they oppose dissent and are sick to death of being condescended to by Westerners who don't know a single thing about them.

Well, Israelis don't know anything about them either!

~20% of Israel's citizens are Arab and speak Arabic. Another 20% of Israelis who are Jews speak fluent Arabic and you can study Arabic as a second language in Jewish public schools in Israel.

About 40% of Israeli citizens speak Arabic.

Most Jewish Arabic-speakers' families came to Israel from Arab lands where they'd lived for centuries as second-class citizens. They know Arab people and Arab culture. They have Arab co-workers, Arab doctors, Arab judges, and Arab members of their parliament. They have no problem seeing Arabs, individually and collectively, as complex, sophisticated people with intelligence and agency.

Israeli journalist Haviv Rettig Gur:

Western activists seeking to enter Gaza via Egypt discovered to their horror this week one of the most obvious and basic facts about the Gaza war: That Egypt's military dictatorship doesn't care one whit how much Palestinians suffer behind the heavily-armed border fence it has installed between Egypt and Gaza. That this came as a shock to Western activists is itself a function of the fact that they know very little about the subjects of their moral emotions, because the basic purpose of Palestinian activism in the West isn't to move the needle for Palestinians - a task that would require knowledge and nuance and a capacity for self-critique - but merely to experience those moral emotions. I know it can be hard to see it, but this is as far from actual focused concern for Palestinians as Iran's, Egypt's and France's diverse hypocrisies. If given the choice between, for example, an Israeli victory that produces a free and prosperous Gaza and an Israeli loss that sends Gaza back into the clutches of Hamas for another generation, most of these activists will enthusiastically endorse the latter. Because feelings.

Yep. Because feelings.

Tacked on at the End: The Open Air Prison Myth

The claim is often made that the blockade by Egypt and Israel made Gaza, until 10/7/23, an open air prison.

I'm not even going to waste words disputing this. Watch these:

(*Any interest in a future explainer on Tankies?)

Further information:

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[valeisaslut]

Undercover desire

clic to read pt.2!

⚢ pairing: Secret agent!Ellie Williams x Secret agent!Reader 𖥔 ݁ ˖

ෆ synopsis: you and Ellie are two agents that can’t stand each other—but now you're stuck on a mission together. Between dodging bullets, sneaking through secret tunnels, and coming up with ridiculous escape plans, things get… complicated. 𖥔 ݁ ˖

⭑ word count: 3.7k 𖥔 ݁ ˖

♱ content: tried to do an enemies-to-lovers, VERY suggestive, absurd amount of sexual tension and banter, blood, swearing, guns, bombs, blablabla, some morally questionable decisions, ending that’ll leave you screaming at the wall. 𖥔 ݁ ˖

꒱࿐♡ ˚.*ೃ : Hey! BE READY FOR THIS ONEEEE. I noticed how much i wanted to write a agent movie style enemies to lovers so i gave it a try. If i see ya'll like this one, ill be happy to make a spicy pt.2 !!!!. This is one of my fist fics and english isn't my first language, so if there's some misspelling or writing mistakes I will be happy to receive constructive criticism <3 𖥔 ݁ ˖

.・。.・゜✭・.・✫・゜・。.

The first rule of an undercover mission was simple: trust no one.

The government gave your agency a clear order: infiltrate a secret base near the Russian border, the only goal being extracting information about an experiment they suspected was monstrous.

It was a suicide mission, meant only for the best. When you received the summons, you saw it as the greatest honor. You thought it would be yours—and yours alone.

Until they told you that you wouldn’t be doing it alone.

They assigned you a partner. A stranger. Not even from your team. From the very first moment, you knew this wouldn’t end well.

The only thing worse than infiltrating enemy territory was doing it with someone you didn’t know.

And the only thing worse than an enemy, was an enemy that made you feel things you shouldn’t.

.・。.・゜✭・.・✫・゜・。.

The building reeked of stale tobacco and old coffee, and the flickering fluorescent light made the meeting room feel even colder and desolate. You were alone, but the air felt heavy, dense, as if the room carried the invisible echo of forgotten conversations. The only sound was your leather boot tapping impatiently against the floor.

You never liked working in pairs, much less having partners forced on you. Most were a nuisance, dead weight that only slowed down the mission. So when you were informed that you’d have support on this operation, you were already in a bad mood before even meeting the person.

Sitting at the edge of the table, arms crossed and eyes fixed on the open file your boss had left before stepping out, you gave it a glance without picking it up.

AGENT 086 - Active since June 2020. Birth: 23/04/04. Sex: Female. Place of birth: Boston, Massachusetts. Family: Unknown. Background: Unknown.

Her entire past and origins are unknown? God. Mysterious complex.

You rolled your eyes and kept reading the rest of the protocol data—physical characteristics, skills, expertise, and it only went on and on.

You quickly skimmed to the list of missions she had participated in. Quite a few. Advanced complexity for someone with so little time as an agent. However, you stopped reading by the third one. Your attention had shifted to the photo in the corner of the document.

Agency pictures were never flattering—yours wasn’t exactly your proudest moment. But Agent 086’s… you examined it carefully. Cold expression, pale skin with slight freckles, short auburn hair in a half updo, deep green eyes, photogenic… with pretty features…

The sharp sound of the door snapping shut pulled you from your thoughts.

You looked up. In person, she was even more intimidating—and attractive—than in the photo. Dressed entirely in black, she radiated a firm presence, devoid of any cordiality.

She walked in without hesitation, shutting the door with a sharp motion. No greeting, just a cutting glance scanning you head to toe.

“_____ ______.” You broke the silence, revealing your real name. Calling each other by numbers was tedious.

“Ellie Williams.”

What a voice.

Deep, sharp, cold—it sent a subtle shiver down your spine. But besides her voice, her height surprised you.

“You’re shorter than I expected.”

She raised her gaze, locking onto your eyes. Looks like she’s a fan of eye contact. Lucky me.

“And you talk more than I expected.”

You smirked. Well, at least she wasn’t boring.

“Let me guess. They forced you to work with me on this mission.”

Silence lingered for a few seconds as she stepped closer, scrutinizing you.

“I had a choice.”

That definitely caught your attention.

“And you chose me? What an honor.” You murmured with sarcasm, narrowing your eyes.

“No. I chose the mission. You just came with it.”

Your expression didn’t change, but something inside you tensed.

Fine. So this is how it’s gonna be. If we’re working together, we better know exactly where we stand.

You snapped the file shut with a flick of your wrist, raising an eyebrow slightly.

“Well, this is gonna be fun,” Ellie muttered, equally sarcastic.

“I’m not here to entertain you.” you replied in a neutral tone, standing up and grabbing your coat.

“What a relief. I thought we’d have to sing campfire songs together.” She let out a low chuckle. “Meeting point. Don’t be late.”

You ignored her and headed for the door. She watched as you left, your silhouette disappearing behind the door, not even glancing back at her.

“How charming,” she muttered under her breath.

.・。.・゜✭・.・✫・゜・。.

The air was cold and dry, carrying a faint scent of frozen earth and rusted metal. You adjusted the hood of your coat as you moved through the underbrush, your boots sinking into the snow with a muffled crunch. The meeting point was close, right at the edge of a clearing.

Ellie was already there.

Of course she was.

Leaning against a tree, arms crossed, rifle secured on her back—she looked like a statue carved in ice. She didn’t say anything when you arrived, just glanced up briefly to assess you before returning her gaze to the map in her hands.

“Late.” she muttered.

“One minute doesn’t count.”

“Everything counts.”

You huffed, dropping onto a nearby rock as you pulled your own map from your jacket.

“If you’re gonna correct me every second, this is going to be unbearable.”

“Then don’t talk.”

Silence.

The wind rustled through the trees, carrying the distant echo of patrols moving nearby. You were close to the base. Too close.

You glanced at Ellie from the corner of your eye. Her posture was perfect—straight back, relaxed shoulders, fingers light over the paper, as if she could absorb every detail with a single touch.

Efficient. Precise. For some reason, you found it irritating.

And very attractive.

But mostly irritating.

“We should start moving in ten minutes.” you said without looking up.

“And who exactly put you in charge?”

You lifted your gaze, locking onto her dark green eyes. You couldn’t let her set the pace without fighting back—especially not let her treat you like some rookie.

“You’re not special, Williams. This isn’t about you. So if you want to live, you’ll do as I say.”

Ellie didn’t even flinch. Instead, a smirk curled at the corner of her lips. Something about her expression put you on edge, but before you could react, she dropped her next words with calculated insolence.

“Whatever you say, princess.”

…Princess?

A chill ran down your spine. Not from the cold.

You moved through the forest, your steps sinking into the snow. The silence between you wasn’t exactly uncomfortable, but it was dense. The moonlight barely managed to slip through the tree canopy, casting jagged shadows around you.

“You don’t seem like the team-player type.” you remarked, breaking the quiet. She was walking slightly ahead, but she didn’t turn around.

“I’m not. But this time I got stuck with you as punishment.”

You frowned, mildly offended.

She thinks she’s all that. Arrogant.

“Stuck with me as a punishment? I’m one of the best agents in the division.”

Still, after a few seconds, curiosity got the better of you.

“So…what did you do?”

Ellie let out a low, almost amused chuckle.

“Punched someone in a previous mission.”

“A target?”

“No.”

“Oh.”

That was when she finally turned to look at you, walking backwards with her hands in her pockets. Her expression remained cold, but there was a mischievous glint in her eyes, one that immediately put you on alert.

“Worried you’ll be the next?”

You tilted your head slightly, feigning confidence without breaking your stride.

“Worried? About you? Please, you have no idea wha—”

But you didn’t finish the sentence.

With a move as swift as it was precise, she lifted her leg and swept the ground with her foot. The treacherous loss of balance under your boots sent your body tilting dangerously forward. Only pure instinct kept you from landing face-first in the snow.

Ellie turned on her heels with satisfaction and resumed walking as if nothing had happened.

“One point for me.”

You clenched your jaw, shaking off the mild humiliation with a slow exhale.

“You’re a fucking headache.”

“What did you expect? A friendly partner?” She glanced at you from the corner of her eye, a barely-there smirk playing on her lips. “Sorry, no refunds.”

You huffed, but you couldn't stop the corner of your lips from curving up—just a little. You couldn’t make it that easy for her.

Unfortunately, the brief moments of peace didn’t last long.

A few meters ahead, the sound of branches snapping shattered the forest’s stillness. Both of you froze instantly. Your muscles tensed, and your hand instinctively reached for your weapon.

Ellie raised a finger, signaling for silence, her eyes locked in the direction of the noise. Without a sound, she moved through the trees with precise, effortless movements, as if the cold and snow didn’t affect her at all. You followed closely, adrenaline seeping into your veins, sharpening your senses.

A few more steps.

A shadow slipped through the undergrowth.

Your grip on your weapon tightened, ready to fire. But before you could react, Ellie vanished from your sight.

"What the…?!"

The gasp barely left your throat before you felt a sharp tug on your arm. In the blink of an eye, you were pulled back, your back pressed against her body. The warm breath of the agent brushed against your ear as she whispered.

"If you're gonna scream, at least do it for something more interesting."

Your lower stomach clenched in response. And not from fear.

The feeling of her body, the firm grip on your shoulders keeping you still, the subtle press of her leg against yours… everything felt too intense, too fast. You swallowed hard, forcing yourself to ignore the sudden heat creeping in your core.

"I’m going to kill you." you whispered, your voice sharp as a blade.

"So mean."

The sound in the undergrowth returned. Both of you fell silent, the tension in the air shifting immediately. Ellie tilted her head, listening more closely. Slowly, she slid her hand to her rifle, her grip firm yet relaxed, like someone who has done this far too many times.

The shadow moved again. A couple of seconds of absolute tension and then…

A small deer emerged from the bushes, its hooves sinking into the snow as it sniffed the ground in search of food.

You exhaled, shoulders relaxing.

"Did you just hold me over a deer?"

"Shut up." Ellie secured her rifle with the soft whisper of metal sliding into place.

"I'm starting to think you just wanted an excuse to get close to me." You murmured with a sly smile, trying to regain some control over the situation.

She didn’t answer immediately. Instead, she stepped back just enough to look at you, her gaze traveling slowly over your face. When she spoke, her tone was teasing, but her voice was lower, more personal.

"Says the one whose face is all red."

You frowned, cursing her internally for pointing it out what you both knew was obvious.

Before you could respond, she was already back in mission mode, moving forwards with silent steps toward your next objective.

You shook your head, quickly pulling yourself together. There was no time for distractions. The enemy base was less than a kilometer away, and both of you had work to do.

Thirty minutes later, you reached the perimeter. The base loomed between the snow like an impenetrable fortress, its metallic structure illuminated by the sporadic flicker of security lights. You moved through the darkness like shadows, slipping through the undergrowth with absolute stealth.

From your position, you could see the patrols. Two guards at the main entrance, three more patrolling the fence. They moved in methodical patterns, their silhouettes barely visible in the dim light.

Beside you, Ellie scanned the structure with her sharp gaze. She climbed slightly up the stairway, her eyes assessing every possible access point.

"The entrance is too exposed." you whispered, eyes fixed on the guards.

"Good job, Sherlock." she murmured sarcastically. "Theres another option. The ventilation ducts at the back, but it’ll be tight."

You sighed, already anticipating the discomfort.

"I guess we’ll both fit."

She turned slightly, a sly smile playing on her lips.

"Yeah…." Her gaze drifted down your body, a flicker of amusement crossed her eyes. "I’ll disable the cameras. Get ready."

She didn’t wait for a response. While she slid towards a hidden electrical panel on the ground, you advanced towards the back of the base.

The duct was even tighter than you had imagined.

The cold metal pressed against your jacket as you crawled forwards, barely enough space to move. But the worst part wasn’t the claustrophobia—it was her.

Ellie was right behind you, her body practically flush against yours in the cramped space. Her breath matched your rhythm, and every tiny movement caused her to brush against you.

"Stop pushing." you whispered in a threatening tone.

"Stop going so slow." she retorted in the same tone.

You barely allowed yourself to let out a silent sigh before you felt Ellie’s breath ghost the skin of your neck.

"If I wasn’t so focused on the mission, I’d say you get nervous when I’m this close."

You closed your eyes for a second.

Patience. Patience. Control yourself.

You turned your head just enough to catch a glimpse of her in the dim light of the duct, meeting her arrogant smirk.

"If I wasn't in an enemy base, I’d make you swallow that smirk."

Ellie tilted her head, amused.

"Promises, promises..." she murmured playfully.

"Shut up!" you hissed, feeling the heat burning your skin.

No more words were exchanged. Minutes later, you both managed to slide out of the duct, landing gracefully in an empty hallway.

The red glow of alarm lights flickered on the walls, casting intermittent flashes over the concrete floor. The air smelled of metal and electricity. Remembering the map, this had to be the restricted zone.

"We have ten minutes before they check this corridor." you whispered.

"You keep watch. I’ll access the system."

Ellie moved quickly, pulling out her hacking device. You pressed against the wall, weapon raised, your senses sharp for any movement.

But you couldn’t help your gaze from drifting towards her.

The glow of the screen illuminated her focused expression, loose strands of auburn hair falling around her cheeks. Her breathing was steady, her fingers moving with surgical precision over the keyboard.

Efficient. Precise.

Incredibly attractive.

CONTROL YOURSELF.

"Stop looking at me like that." she murmured without looking up.

"Like what?" you smirked slightly, tilting your head.

Ellie turned just enough to capture you with her green eyed gaze.

"Like you can’t decide whether to kiss me or shoot me."

A low laugh slipped past your lips.

"Depends."

Her eyes narrowed, her expression hovering between mockery and provocation.

"If we survive, we can discuss that."

But the flirtation was cut short when a silent alarm flashed on the screen.

"Fuck." Ellie muttered.

"What?"

"They found us." she said, and the sound of hurried boots filled the corridor.

"Move!" you shouted, and both of you bolted just as gunfire erupted behind you.

The sound of shots ricocheted off the metal walls, deafening you as you ran through the narrow corridors. The echo of bullets striking made the ground tremble beneath your feet, and the acrid scent of burnt gunpowder was beginning to fill the air.

The red alarm light flickered frantically on the walls, casting distorted shadows that pulsed in sync with your desperate sprint. You felt the adrenaline burning through your veins, every muscle in your body tense and ready to react.

The rifle in your right hand felt even lighter than usual, as if it was an extension of yourself—a survival tool as natural as your own breath. Behind you, Ellie moved with the precision of a predator, her breathing steady, her gaze locked onto the enemies' movements.

Then, they appeared.

A group of guards stormed into the hallway, blocking the only exit. Their rifles were raised in seconds, ready to fire.

Both of you lunged towards the right wall, sliding in perfect synchronization. You turned and fired without hesitation. One of your bullets struck a soldier's leg, the second hit his shoulder. The man fell to the ground with a muffled cry, his rifle slipping from his hands.

Before you could aim again, a shadow moved beside you. Ellie, fast as lightning, threw a small pocket knife. The blade cut through the air and sank into the second guard’s throat before he could even react.

A wet gurgle. Blood splattered onto the floor, dark under the flashing lights.

No time to think about that.

"To the left!" you ordered, pushing her to a side door.

Ellie didn't hesitate. In one swift motion, she pulled a small explosive from her jacket and tossed it down the hallway without looking back.

The explosion roared through the air, a wave of heat slamming into your backs as you slipped into the adjacent room. The blast echoed off the walls, and thick smoke began seeping through the half-open door, clouding the vision of the approaching soldiers.

"We don’t have much time." you whispered, frowning.

The room was small, an improvised storage area with metal shelves and boxes stacked to the ceiling. The air smelled of dust and aging plastic. At first glance, there was no exit except for a single ventilation duct in the ceiling. Not a viable option.

"Any ideas?" she murmured, running her tongue over her dry lips.

You didn’t respond immediately. Your eyes scanned the room quickly, assessing every object, every possibility. Your mind illuminated a crucial detail, and your gaze locked onto her with determination.

"Do you trust me?"

She raised an eyebrow.

"No."

"What a shame."

You didn’t give her time to react. Grabbing her wrist, you dragged her quickly to the back of the storage room, where a large metal shelf leaned against the wall. With calculated effort, you pushed it aside, revealing a hidden opening.

A passage. She blinked in surprise.

"Since when did you know this was here?"

You shrugged indifferently.

"Wouldn’t be a secret mission without a few surprises."

You saw it on the map. You just wanted to add a little drama.

The voices and hurried footsteps on the other side of the door reminded you that there was no time for questions. Both of you slipped into the passage just as the storage room door burst open.

The tunnel was narrow and cramped, probably a maintenance passage used to discreetly move supplies. The air inside was heavy, thick with the scent of dampness and rusted metal. The floor creaked slightly beneath your boots, and every step seemed amplified in the silence.

The corridor stretched on for a few meters until, suddenly, you both stopped short.

A group of armed men patrolled the area just ahead. Your heartbeat pounded in your temples. There was no time to turn back, and you couldn’t engage them without being discovered.

Then, without a warning, Ellie leaned in and whispered in your ear.

"Just go along with it."

You barely had time to react before she pushed you against the wall, trapping you between her body and the cold metal surface. Before you could protest, her hand slid up to your face, dangerously close.

"If they find us, we're dead," she murmured, a barely visible smirk playing on her lips. "So… let’s give ‘em something else to think about."

The footsteps approached.

You felt the warmth of her body against yours, the way her breathing slowed, controlled. The guards turned the corner, their flashlights illuminating the passage.

Ellie was quick. In one fluid motion, she dragged her lips along your neck, her warm breath sending a shiver down your spine. Her fingers tightened at your waist, pressing just the right amount to make your body appear relaxed–even though inside everything in you screamed the opposite of relaxed.

The closest guard frowned at the sight of you both, but instead of raising his weapon, he scoffed in annoyance.

"Seriously?" he said in Russian. "Fucking underground workers..."

Another guard chuckled.

"Let them have their fun."

With a disinterested wave, the men kept walking, leaving the two of you trapped in the same position. Several seconds passed before the echo of their footsteps faded.

But Ellie didn’t move.

And neither did you.

There was something charged in the air between you, something not even the imminent danger could dispel.

Finally, she tilted her head until her lips were mere inches from yours.

"I got a little into the role" she murmured with a smirk, her voice laced with feigned innocence.

Your pulse was still racing in your chest, adrenaline mingling with something darker, something more dangerous. But you weren’t going to give her the satisfaction of knowing that. Taking a deep breath, you forced yourself to stay composed.

"You should win an oscar for your performance." you replied with feigned indifference, keeping your gaze locked forward.

But she didn’t step away immediately. She stayed there, close—too close—as if savoring every second of your discomfort. Her eyes traced your face with a mischievous glint, her smirk barely curving at the edges of her lips. Then, finally, she stepped back, like a predator choosing to delay its attack.

"Maybe we should practice more often, princess." she murmured, her tone dripping with provocation.

You let out a sigh, pretending to be exasperated, even though the truth was that every cell in your body still burned with the sensation of her touch.

"Shut up and keep walking."

You moved forward, forcing yourself to focus on the mission. But it was useless. Her presence lingered on your skin like an invisible tattoo—the pressure of her fingers, the warmth of her breath, the electric tension in the brush of your bodies.

And the worst part was knowing that if you dared to turn around, you’d find her watching you with that damn smug smile.

This mission was going to kill you.

Or worse… make you wish it never ends.

.・。.・゜✭・.・✫・゜・。.

DAYUMMMM I REALLY ENJOYED WRITING THIS, PLEASE LMK IF YOU WANT A PT.2 AND I'LL HAPILLY WRITE IT

Hope ya'll enjoyed and I'm SUPER grateful for every repost, like or share you wanna give!!! :D

(sorry again if there's any spelling or writing mistake)