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?

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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