Building the world’s leading eCommerce analytics platform


John Maltman, founder and CEO of E Fundamentals built a corporate career in FMCG sales and general management with global giants Procter & Gamble, PepsiCo and Asda Walmart before stepping into the world of digital start-ups.

Frustrated with the Fast Moving Consumer Goods industry’s weak reaction to the enormous opportunities presented by eCommerce, John decided to apply his deep client-side knowledge to help clients win online, telling colleagues:

‘The market needs it, it doesn’t exist, so I’ll create it myself.’

We are experts that focus on your omnichannel needs

We operate with a board showcasing stellar experience: a former CEO of Sony Computer Entertainment Europe, the ex-CIO of Sainsbury’s, the Chairman of CPM, Europe’s biggest field marketing company and functional experts from the worlds of technology and marketing.

The team worked together to create e.fundamentals – a best-in-class eCommerce analytics platform that helps brand owners generate optimal revenue and margin growth through online retailers by providing deep, actionable insights presented in a highly intuitive way.

Customer Focused in every sense

The first full version of the service launched in May 2016 and the company quickly secured a range of prize blue chip clients including: Jacobs Douwe Egbert, Wilkinson Sword, General Mills, Nomad Foods and Nestlé Purina.

In the time since e.fundamentals has grown into a world-leading digital eCommerce analytics platform. Feedback has been clear and unanimous – whereas competitors seek to sell data, e.fundamentals aims to make money for its clients every time they use the service and is the only analytics company that can guarantee that.

Central to the service is our unique product framework, the 8 Fundamentals, which uses real-time data gathered from a wide variety of online retail stores to show a user where the problems are and where the business growth opportunities lie.

A passion to make data solve global brand challenges

Our multiple office’s are home to the best cutting edge data and software engineers that help bring data to life for global brands.

e.fundametals has evolved since launch and sets the bar in data science for FMCG and CPG brands looking to better utilise eCommerce analytics.

As a forward-thinking technology company, we are always on the lookout for the freshest talent to help bolster our client’s performance.

If you have the talent and ambition Join us.