Reid Archer, Pricemaster, on What AI Has and Hasn't Delivered

Reid Archer, founder of pricing platform Pricemaster and MD of TradeCounter Direct, returns to Retail is Detail a year on from being our very first guest. This time it's an AI special: how he used AI to fight a legal dispute, why one counterfeit t-shirt wiped his 17-year-old site off Google, and what AI is really delivering across UK e-commerce. In this episode, host Jamie Hamer sits down with Reid Archer for a candid year-on update covering the good, the bad and the genuinely strange. You'll hear how Reid built a dedicated 'case AI' to navigate a legal dispute and draft letters that would have cost tens of thousands in legal fees, and the full e-commerce horror story behind a wrongful counterfeit strike that suppressed TradeCounter Direct on Google for months, forcing a four-week migration from Magento to Shopify. They get into how Pricemaster now drives 15,000 automated price changes a day, the SKU-level case study that took a Bosch product from £59 to £95 profit per sale, and where agentic shopping, in-chat checkout and AI pricing leave retailers next. It's a practical, operator-led look at what AI has and hasn't delivered for online retail. About Trade Counter Direct Trade Counter Direct is a UK-based online retailer specialising in tools, building products, and site equipment for trade professionals. Based in Devon, it stocks over 75,000 products from brands like Milwaukee and HiKOKI, and manufactures its own patented access panels in-house. About Pricemaster Pricemaster is an AI-powered dynamic pricing platform built for e-commerce retailers. Originally developed in-house at Trade Counter Direct, it was commercialised as a standalone Shopify app. It automates competitor monitoring, bulk price adjustments, and margin protection across large product catalogues.