eCommerce analytics company E Fundamentals invests £2.5m in Scotland creating 26 new jobs

UK eCommerce analytics company, E Fundamentals, is to invest in a new development hub in Edinburgh, which will be the London-based technology company’s second office. The move is creating 26 new jobs and being supported by Regional Selective Assistance support from Scottish Enterprise of £320,000 as part of the total investment of £2.5m.

Welcoming the announcement, Economy Secretary Keith Brown said:

“I’m delighted to welcome the news that E Fundamentals is to establish a new development hub in Edinburgh, creating 26 new jobs. This is another example of a leading technology company harnessing our highly educated and skilled workforce and demonstrates Scotland’s strength and expertise in developing these state-of-the-art technologies.”

A best-in-class SaaS platform, E Fundamentals helps brands increase their online revenues on retailers’ websites against a unique framework called The 8 Fundamentals. The framework helps brands grow their online market share by providing relevant and actionable insights about their products, whilst simultaneously upskilling Sales and Marketing teams in the eCommerce channel.

Unlike many entrepreneurs in the analytics space, CEO John Maltman built a lifelong corporate career in the very industry that E Fundamentals is now creating their services for; Fast Moving Consumer Goods, with further plans to branch out into Consumer Electronics, Pharmaceuticals and Health & Beauty.

Before stepping into the world of start-ups, John occupied senior positions at P&G, PepsiCo and Asda Walmart. He left corporate life in 2015 and launched E Fundamentals with a high-profile board consisting of David Reeves, the former CEO of Sony EMEA, Rob Fraser, the former-CIO of Sainsburys and Tony Stratton, the Chairman of CPM, Europe’s biggest field marketing company. The first full version of the E Fundamentals’ service went live in May 2016 and quickly secured a range of blue chip clients including: Jacobs Douwe Egbert, Wilkinson Sword, General Mills and Nestlé Purina.

He said: “As a Scot, I know the potential that Edinburgh has to drive our company’s expansion into Europe. We’re looking to recruit the best of Scottish talent and set up a technical team who will work alongside the team in London. Both offices will work as one unit and play a critical role in developing our services for some of the largest manufacturers in the world.”

Scottish Enterprise and Scottish Development international worked closely with the company to help bring its investment to Scotland. Commenting on the announcement, Neil Francis, interim managing director at SDI, said:

“E Fundamentals decision to expand its operations here reflects the strong proposition Scotland offers to inward investors, including our exceptional skills base, strong links between industry and academia and an effective business ecosystem, particularly around the tech sector.

“We have a clear focus on winning the right kind of investment for Scotland and E Fundamentals is a fantastic example of this. We look forward to continuing to work with the company to help it fulfil its growth ambitions further still.”


About E Fundamentals

E Fundamentals is a British-built, world-leading eCommerce analytics platform that helps brands grow online revenues by delivering a Return on Intelligence. By optimising sales performance against The 8 Fundamentals framework, the company enables its wide range of international clients to generate fast and profitable growth through online retailers. In the UK, these major online retailers include: Tesco, Sainsburys, Asda, Ocado, Morrisons, Waitrose and Amazon, as well as specialist websites and their international equivalents. By using E Fundamentals' tools, brand owners can optimise online ranging, pricing, positioning, promotion and execute their category strategy with real-time insight.

Contact Information

Sarah Cross

0141 228 2308

07947 334588