NEWSLETTER INSIGHTS
Luke Elliott is the Vice President of Ecommerce, Europe at Pattern – a leader in accelerating brands on global ecommerce marketplaces by leveraging proprietary technology and AI. Luke joined Pattern from Amazon, where he previously led Amazon Business Europe sales teams and 1P Vendor Management across multiple categories.
Can you tell us a bit about your background?
Across my career, I’ve worked on both sides of the commercial coin, leading buying and selling teams across physical retail and digital commerce. Before joining Pattern as Vice President of Ecommerce for Europe, I spent 9 years at Amazon, initially managing first-party retail categories like Home & Furniture, before moving on to lead a sales team for Amazon Business, where I helped enterprise customers across Europe digitize their procurement to start buying on Amazon. Prior to that, I held senior commercial roles at Tesco and Sysco (Brakes Foodservice), where I built and scaled wholesale and foodservice operations internationally.
At Pattern, I lead the ecommerce, advertising, and marketplace strategy for our European clients. That means helping global brands accelerate their performance wherever they appear online, using data-driven insight and operationally disciplined execution.
What does your company do? / What is your USP?
We are on a mission to help brands accelerate profitable growth in global ecommerce. We secure exclusive selling rights with our partners across specific marketplaces, we buy and own the stock, and then use proprietary technology across every part of the value chain to drive performance, owning the process end to end. This creates perfect alignment: when our brands grow, we grow too.
Whilst the model itself is not unique, our combination of full ownership, use of technology, and approach to brand protection is. Pattern has become one of the top marketplace sellers in the world, and that scale allows us to do some exciting things, and further fuel brand growth. Using more than 46 trillion data points, sophisticated machine learning and AI models, we optimise and automate all levers of ecommerce for global brands, including advertising, content management, logistics and fulfilment, forecasting and customer service. Finally, our model includes the Vorys eControl service, the brand protection arm of the law firm Vorys, a third-party service brands have access to which provides the tools and advice a brand needs to address unauthorised sellers and regain control over online marketplaces and brand image.
What’s special about the platform and your approach?
The global marketplace landscape is fragmented and complex, and that is amplified in Europe. Each marketplace has its own content standards, compliance rules, fulfilment model, and language expectations. Keeping hundreds of product listings accurate, optimised, and up to date across multiple channels is where most brands struggle. This ecommerce complexity makes it very hard for brands to scale without committing increasing amounts of internal resource, and the rapid growth of TikTok Shop and LLM search is exponentially accelerating this complexity further, adding new demands across content optimisation, formats, rules, and operational demands that brands must master to be successful. Pattern has built the tools to automate this heavy lifting, whether it’s fulfilment, content, advertising, and even affiliates and influencers, so our partners can scale efficiently. This lets brands focus on what they do best, whilst Pattern acts as their execution arm online, delivering the operational capacity and expertise required to perform at scale.
What advantage does it add?
With approximately 1,800 team members globally, we combine technology with human expertise and offer customers access to experts across all elements of the customer journey. Our specialists include brand managers, ad strategists, SEO experts, art directors, data scientists, customer service specialists, and logistics experts. Pattern isn’t just a service provider or technology company, we’re a true partner that succeeds when our brands succeed. By taking on the complexity of global ecommerce, we free brands to focus on what they do best: creating amazing products that customers love.
How does a service implementation actually look like and how do you measure success?
Before we even speak to a brand, we complete a detailed audit of their ecommerce performance and competitive landscape to identify opportunities and challenges. This includes analysing marketplace data, pricing insights, and growth potential using Pattern’s proprietary technology. From there, we create a tailored growth plan that covers marketplace onboarding and expansion across global platforms, content optimisation through advanced tools like Pattern PXM, brand protection, and operational improvements such as forecasting and inventory planning.
We manage the entire process and our AI-powered platform Predict delivers real-time insights and automation, which helps us track what is and isn’t working, and which brands can access too, giving complete visibility. Success is measured against clear KPIs such as revenue growth, in stock rates, traffic and market share, while also focusing on operational efficiency and brand control. The goal isn’t just short-term gains but building a sustainable model that allows brands to scale confidently across multiple marketplaces.
How are retailers using your systems to gain competitive advantage and what does best practice look like? Can you share a case study with us?
Retailers use Pattern to gain control over their marketplace presence, improve profitability, and simplify operations. An example of this is Sage Appliances. They were selling first party on Amazon, which meant tight margins, reduced ability to influence how their products were positioned and promoted, and operational challenges such as chargebacks and off site suppression. These issues were impacting profitability and brand consistency across Europe.
We transitioned Sage to our third-party model, onboarding fifty products in just two months. Pattern took full responsibility for operations, logistics, brand management, and advertising, while Sage was able to tackle unauthorised sellers with the advice of a third-party law firm, Vorys, and information they were able to access via our technology. This shift gave Sage better brand and content control , improved efficiencies, and restored brand integrity.
Since then, Sage has continued to expand its partnership with Pattern, adding more products and benefiting from a model that delivers stronger margins and greater visibility. It’s a clear example of how moving from 1P to 3P, supported by the right technology and expertise, can transform a brand’s ecommerce performance.
Are there other companies you partner with?
Partnerships are a big part of how we deliver value. We work with leading marketplaces such as Amazon, Walmart, TikTok Shop, Bol, and Zalando, as well as logistics and technology partners. We are also deeply integrated with AWS for AI and automation capabilities, which powers much of our cutting-edge solutions such as generative AI content optimisation and predictive analytics at scale.
What challenges and opportunities do you see in UK retail for 2026
Brands need to ensure they remain discoverable, trusted, and chosen in a world where AI, not just humans, are making the decisions. The winners will be those that diversify beyond Amazon, embrace emerging platforms, and invest in AI first, data driven strategies to stay competitive. Success will hinge on building a flexible, technology led approach that can adapt to changes in consumer behaviour and marketplace dynamics, with AI embedded at the core of every decision.
Content has always been critical, but its importance has accelerated as LLMs and agentic systems now condense and summarise information at scale. If a brand is not appearing in reviews, editorial coverage, or influencer content, it risks having no visibility to these systems and therefore no visibility to consumers. This is the core challenge brands face today: ensuring they show up where AI is looking.
How will you address these challenges and turn them into successes?
We have built our GEO Scorecard to help brands understand and act on this shift towards AI-assisted shopping. It analyses how a brand appears in large language models like ChatGPT and identifies gaps in coverage or accuracy, measures sentiment, and recommends practical steps such as optimising product data or adding parsing files to guide LLM model crawling. It gives brands a clear baseline and a playbook for improving how AI systems see them.
Our view is that while the future of search remains uncertain, it will reward brands that invest early in being visible, understandable, and trusted by both humans and machines.
What is on the horizon for you as a company?
Pattern aims to build the world’s leading ecommerce acceleration platform that removes complexity for brands and enables them to win everywhere they sell. To do that, we’re focused on investing further in AI and automation to give brands sharper insights, but the real prize is that next level of automation: moving from insight generation to intelligent, automated decision support and automated execution across the ecommerce lifecycle. By bringing together human expertise, AI innovation and global scale, we think Pattern is well placed to shape the next era of ecommerce and help brands grow with confidence wherever they choose.
Any final thoughts?
Ecommerce is moving at a pace we’ve never seen before. Consumer behaviour is changing, technology is evolving, and the old playbook no longer works. Brands that embrace data, technology, and diversification will be the ones that win. That means thinking beyond Amazon, investing in social commerce, and preparing for AI-driven discovery. At Pattern, we’re dedicated to making that journey simpler and more profitable and scalable.
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To find out how Pattern can help your retail operation, visit them online here
