Will Laurenson talks with John Roman, CEO of BattlBox, about live shopping’s explosive rise and how brands can use it profitably. John shares insights from running BattlBox’s live shopping channel—now their second-largest within six months—and breaks down why Whatnot outperforms TikTok Shop. He discusses AOVs, customer behaviour, AI’s impact on commerce, and how to balance growth across DTC, marketplaces, and subscriptions. A grounded, insightful conversation about building profitable channels, adapting to changing buyer behaviour, and testing new models without losing focus on what makes your brand valuable.