Brim x Mothership: How AI transformed data operations for an e-commerce leader

When Laurence Booth-Clibborn co-founded Mothership, he had one goal: to help e-commerce brands unlock their full potential.

Mothership acquires and scales e-commerce brands, primarily in the health and wellness sector. Operating across multiple sales channels, they focus on taking brands that have achieved product-market fit and optimizing them for sustained growth.

Laurence’s background in growth marketing and startups gave him a deep understanding of the challenges e-commerce businesses face. Before Mothership, he served as Head of Growth for two VC-backed tech companies, where he focused on scaling operations, optimising customer acquisition, and improving business efficiency. This experience shaped his approach to building Mothership into a company that not only acquires brands but also enhances their operational potential.

However, as their portfolio grew, so did the complexity of managing data across various platforms. That’s where Brim stepped in.

AI at Mothership: A Vision for Smarter E-Commerce Operations

For Laurence, AI isn’t just a tool—it’s a fundamental part of Mothership’s strategy.

“The opportunity of AI is actually really fundamental to how we make our business more cash-efficient, profitable, and able to grow faster.”

E-commerce is a data-driven industry. Every decision—from inventory management to pricing and marketing—relies on accurate, up-to-date information. Without a centralized and structured system, inefficiencies can quickly scale, leading to costly mistakes.

Laurence sees AI as a way to empower his team, allowing them to focus on strategic decision-making rather than getting bogged down by repetitive tasks. By integrating AI, Mothership can stay ahead in a competitive e-commerce landscape where agility and precision are critical.

Mothership’s AI-driven approach aims to:

• Democratize access to expertise: Small e-commerce teams often lack resources, and AI levels the playing field.
• Scale operational efficiency: E-commerce businesses are resource-intensive with tight margins, requiring lean operations.
• Move from reactive to proactive management: AI ensures businesses stay ahead of potential inefficiencies.

At the core of this vision? Data.

The Challenge: Messy, Fragmented Data in E-Commerce

Like many fast-growing e-commerce businesses, Mothership faced a significant challenge: data was scattered across multiple platforms—Shopify, Amazon, Meta, Google, and various warehouses. The lack of a centralized, structured system created inefficiencies, costly mistakes, and limited decision-making visibility.

“For a lot of entrepreneurs, data is scattered everywhere. It’s scary not knowing what’s happening until it’s too late.”

Previously, Mothership relied on a team of virtual assistants (VAs) to manually clean and upload data from different sources. This process was not only time-consuming but also prone to errors. Laurence explored traditional data infrastructure solutions but found them prohibitively expensive, with quotes ranging from £5,000 to £10,000 per month—or even six figures for a full-scale implementation.

How Brim Helped

Brim stepped in to transform Mothership’s data operations. Instead of an off-the-shelf solution that didn’t fit their unique needs, Brim worked closely with Laurence and his team to develop a customized AI-powered system. The process included:

• Whiteboard strategy sessions to map out pain points and data needs.
• Automated data ingestion, eliminating the need for manual uploads and reducing errors.
• Real-time data insights, allowing Mothership to make faster, data-driven decisions.

“The peace of mind we got from automated data ingestion was massive. Brim took away the little stresses that build up over time.”

For Laurence, Brim’s approach wasn’t just about solving technical problems—it was about creating confidence in decision-making. Accessing clean, reliable data without constant oversight freed up his team’s time and energy, allowing them to focus on growth rather than data management.

The Impact: Efficiency, Reliability, and Future Possibilities

Since implementing Brim’s AI-driven data solution, Mothership has seen significant improvements:

• Cost savings: Reduced reliance on manual data entry teams.
• Operational efficiency: No more fragmented, unreliable data sources.
• Stress reduction: Laurence no longer has to worry about fixing broken data flows.

“The best compliment I can give is that I don’t think about it anymore—it just works. That’s amazing.”

Beyond eliminating inefficiencies, Laurence sees the real value in unlocking strategic opportunities. 

With a solid data foundation, the team can now experiment with AI-driven workflows, optimize supply chain management, and scale faster than before.

Brim’s success with data operations has increased Mothership’s internal buy-in for AI adoption, with the team eager to explore further automation opportunities.

Looking Ahead: AI as a Business Growth Partner

For Laurence, Brim isn’t just a service provider—it’s a thought and action partner in Mothership’s AI journey.

“Brim is solving real business problems, not just wrapping ChatGPT into a SaaS product. That’s why I trust them.”

With a strong data foundation in place, the next step is expanding AI automation across inventory management, customer insights, and operational workflows. Laurence sees Brim as a long-term partner in this evolution, helping the company navigate new AI possibilities and scale efficiently.

The future of AI at Mothership is just beginning.

Conclusion

By leveraging Brim, Mothership has transformed its approach to data, turning a messy, fragmented system into an efficient, automated process. The impact? Lower costs, fewer operational headaches, and a business that’s ready to scale.