Rob Merret, Managing Director of Active Apparel Group, joins Will Laurenson to discuss the evolving world of e-commerce, AI, and brand building. They dive into AI-driven solutions for reducing returns, the power of community-led marketing, and the rising costs of digital advertising. Rob explains why he avoids traditional influencer marketing and instead focuses on authentic customer advocacy. They also discuss marketplaces, customer behaviour, and the importance of balancing paid and organic growth. If you're in e-commerce and want to build a brand that lasts, this episode is full of practical insights you won’t want to miss.