We are experts that focus on your omnichannel needs

We transform your team’s knowledge, decision making & agility across online stores through actionable data and expert-led digital commerce insights.

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.

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.

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.  

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.

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.

Martin Brooks

Chief Marketing Officer

Martin has been a digital agency entrepreneur and CEO for the past 15 years, working with a wide range of major Global, Regional and UK-based clients. Having operated and sold many award winning agencies across a range of marketing disciplines. 

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.

Culture & values

We are e.fundamentals. We are passionate about building a high growth enviornment for our business, our clients and ourselves where everyone can thrive.


We openly share information and our knowledge to support everyone to make better decisions.


We genuinely love what we do. We’re positive and enthusiastic - we love a challenge, celebrate successes and learn from failure..


We own it, we don’t give up – we solve problems. Everyone leads to remove barriers to growth.


We embrace diversity, we actively step up to help others even when it’s not easy for us. One team, one goal, leadership supported.


We are valued, trusted and supported. We listen to feedback and challenge each other with kindness.


We provide an exceptional client experience using our passion for our product, lifelong learning and personal growth.


Work with innovators in Digital Commerce. We’re always looking for the best talent to build the best tech, working globally to deliver innovation through remote collaboration and workstreams.

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.

Building Global Partnerships

Working together with strategic partners providing actionable eCommerce insights to CPG brands globally to accelerate online growth at scale.


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.

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

Europe: Malaga, Spain

Parque Tecnológico.
5 Calle Severo Ochoa, Malaga


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.

We give all our customers free resources to help win on the Digital Shelf

UK Shopper Insights Report 2020

What you need to know about changing shopping habits

The Digital Shelf Cast

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

Hype Cycle for Digital Commerce 2020

Complimentary Report Download
e.fundamentals is a world-leading data insights and eCommerce analytics provider for CPG brands looking to optimise performance across online retail. We turn complex retail eCommerce data into actionable insights. Ensuring Sales, Marketing and Commercial teams have the actionable intelligence to improve digital shelf performance.



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



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


Malaga - Spain

Parque Tecnológico. 
5 Calle Severo Ochoa, 
Copyright © 2020 – e.fundamentals (int) Ltd All Right Reserved Reg No. 11020663