digital shelf analytics company e.fundamentals acquired by CommerceIQ

About e.fundamentals

Helping CPG brands unlock eCommerce Growth

We transform the knowledge, decision making & agility of brands online through actionable data and expert-led digital commerce insights.
digital shelf software for CPG teams

Our Purpose

Our purpose is to make digital commerce a truly rewarding experience for brands, their customers and their consumers.

Selling online creates a wonderful opportunity to offer great products to people all over the world, but in so many cases it's done poorly, resulting in weak results for brands and a frustrating experience for consumers.

We're here to help transform that experience - to help brands decide the optimal combination of product mix, pricing, promotion and presence to ensure that shoppers can easily find, desire and buy them in online stores.

Our Story

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 CPG industry’s weak reaction to the enormous opportunities presented by online shopping, John decided to apply his deep client-side knowledge and technological problem-solving skills to build the ultimate service for clients who want to win online.


Shape the eCommerce future.
Data Focused, Innovation Driven, Always Ambitious?

e.fundamentals is building the future of eCommerce with our next-generation Digital Shelf Analytics Platform. Want to join us?

Global Partnerships

Grow your business with e.fundamentals and accelerate your clients’ digital shelf performance.


Omnichannel 360 Merchandising

Fueling the DACH region with insights and the comprehensive monitoring and management of brands in an eCommerce landscape.


Digital Shelf Optimisations

Providing actionable eCommerce insights to FMCG brands operating in Greece, Cyprus, Romania and Bulgaria that are keen to drive their online sales strategically and sustainably.


Intelligent eCommerce Insights

Helping global brands with a presence in the Italian market, to connect with their customers and be the first to take eCommerce solutions to Italian retailers.

Meet the e.fundamentals leadership team

John Maltman

John Maltman

Chief Executive Officer

A successful career with blue-chip FMCG companies (Procter & Gamble, PepsiCo and Asda Walmart) complemented with leadership roles in high growth B2B technology and service businesses.

Darren Horne

VP Sales North America

A 30-year veteran in enterprise technology sales and management,  Recent experience has been with Mobify, a modern web storefront for headless commerce empowering enterprise retailers to continuously innovate their digital experience.

Greg Urquhart

Chief Technology Officer

As the Director for Product Delivery at Skyscanner, the travel fare aggregator site, Greg was instrumental in scaling the Product and Growth teams from around 60 people in Edinburgh to around 650 people in 7 countries in Europe and the Far East. The success of the teams led to the £1.4bn acquisition of Skyscanner by CTrip.

Stephanie Rubin

Customer Success Director North America

Steph's 16 years of experience building sales and insights at General Mills and Procter & Gamble. She has led Sales Strategy, eCommerce, Shopper Insights, Category Management, and New Product and Category introductions for large and iconic CPG brands.

Jo Campbell

VP Commercial Partnerships

Jo brings with her a wealth of commercial CPG experience from more than 15 years working for major CPG brand owners Procter & Gamble, and subsequently at Kraft Heinz, coupled with more recent experience as co-founder of a tech start up.
Cheryl Haggerty

Cheryl Haggerty

VP Customer Success 

Cheryl has 25 years experience of delivering revenue and profit growth for major brand-owners in FMCG, consumer electronics, health and beauty. She has worked across the full spectrum of sales and marketing, from field marketing agencies, to contact centres, experiential & omnichannel personalisation.

Ewan Patrick

Chief Financial Officer

Ewan leverages over 20 years of international experience in cross-border and capital market transactions, business development and market entry. With a global career experience operating across 26 countries.  
Engineering Director

Jordan Dick

Director of Engineering

Over 15 years of experience in Software Engineering Jordan has worked in many different sectors in a rapidly evolving industry. He is an expert in incrementally delivering complex systems for a range of specialist areas. Jordan leads our Engineering teams to maintain, design and continuously deliver new features to the e.fundamentals platform.

A global presence

United Kingdom: London

20 St Thomas Street, 2nd Floor Runway East, London, SE1 9RS

United States: Chicago

444 West Lake Street, Suite 1700, Illinois, Chicago, 60606


Book a free expert demo of our Digital Shelf Analytics platform now.

One size does not fit all – we know that your company will have unique needs and we’re here to help configure our platform and reporting to focus on the measures your business cares about most.

View Our Most Popular resources to help you learn and win on the digital shelf.

the ultimate guide to content management on the digital shelf thumb

The Ultimate Guide to Content Management on the Digital Shelf

Maximize ecommerce sales with optimized Content with our ultimate guide made in partnership with Salsify.

The Digital Shelf Cast - Listen to our latest episode

A monthly podcast for CPGS covering the latest trends in grocery and digital ecommerce.

Digital Shelf Analytics - Buyers Guide

Complimentary Gartner Report Download innovation insight for Digital Shelf Analytics. 
e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.



444 West Lake Street, 
Suite 1700, 
+1312 416 8580



20 St Thomas Street, 
2nd Floor Runway East,

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