Deal Type
Growth Capital

Initial Investment
October 2019


Growth Capital | VCTs


In July 2022 e.fundamentals was acquired by private equity backed US trade buyer CommerceIQ, achieving a profitable return for investors plus a stake in the CommerceIQ business which should generate further returns for investors in the future based on the performance of Commerce IQ.

Founded in 2014, e.fundamentals has developed a digital shelf analytics tool that is used by international consumer brands to allow them to understand how their products are performing when being sold through third party e-commerce platforms like Amazon. The technology provides rich, actionable data for brands allowing them to make decisions that will drive sales, margin and improve customer loyalty. Its analytics platform is now being used for over 450 retailers across 41 countries.

The Maven VCTs first invested in e.fundamentals in 2019 to support further product development, international expansion and the development of new services. The coronavirus pandemic and resulting lockdowns led to a surge in online grocery sales in 2020 and consequently CPG brands increased investment in applications which would enable them to manage their online sales more effectively. This led to an increased demand for e.fundamentals innovative digital shelf analytics. As a result, Maven made a further investment in November 2020 to help accelerate the growth of the business, especially within the

We’re delighted to have secured the support of Maven Capital Partners. The investment gives us the financial resources to expand our business internationally. I’m particularly excited about the huge bank of experience and resources our institutional investors bring to the business.

John Maltman, Chief Executive at e.fundamentals

Meet the lead executive(s)

Gareth Price
Gareth Price

Investment Director

Subscribe for email updates