Peter, Head of E-commerce and Digital Growth at Slick Gorilla, joins Will Laurenson to break down what actually drives sustainable growth in modern DTC brands. They discuss why fundamentals still matter more than hype, how AI and product information are reshaping shopping behaviour, and the value of launching at 80–90% instead of chasing perfection. Peter shares behind-the-scenes insights on gifting, advent calendars, rising ad costs, TikTok Shop challenges, and running lean teams at scale. A practical, honest conversation for anyone building or scaling an e-commerce business.