This episode explores what it really takes to scale an e-commerce business across multiple platforms without creating operational chaos. Pete DuPont, Head of UK Partnerships at Base, shares a grounded look at multi-channel selling — from marketplaces and DTC sites to social commerce and cross-border expansion. Rather than focusing on growth hacks, the conversation digs into the foundations that most brands underestimate: inventory accuracy, order management, data consistency, and the ability for teams to cope with growth. Pete explains how sellers fall into manual workflows, fragmented systems, and platform overload — and why these issues quietly limit scale. The discussion also looks ahead to 2026, covering AI, discovery-led shopping through platforms like TikTok, and how changing buyer behaviour is forcing brands to rethink visibility, content, and operational readiness. Key takeaways: Why multi-channel growth fails without operational control The hidden cost of manual fulfilment and poor inventory visibility How discovery shopping is changing how products are found What brands should prioritise before expanding into new markets TIMESTAMPS / CHAPTERS 00:00 – Introducing Pete DuPont and his e-commerce background 02:10 – What Base does and how multi-channel management works 04:27 – Pricing, flexibility, and why contracts matter 05:30 – Strategic marketplace expansion vs “scattergun” growth 08:03 – Brand consistency, data, and margin visibility 10:02 – Inventory accuracy and customer trust 12:10 – Marketplace ratings, fulfilment failures, and algorithms 13:36 – How Base syncs inventory and orders behind the scenes 16:20 – Platform overload and why sellers feel stretched 18:38 – Social commerce, retail media, and advertising pressure 21:16 – Common mistakes holding e-commerce brands back 25:32 – AI, regulation, and what’s coming for sellers in 2026 31:02 – Discovery shopping vs intent-based buying 35:36 – Visibility, product data, and being found by AI tools 36:26 – How Pete would build a brand from scratch today 43:00 – Capital, dropshipping, and early-stage product strategy 44:52 – Who Base is for and how they support scaling brands Support the show
