Why most multi channel sellers struggle to scale (and what actually helps)

Описание: 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