UK e-commerce startup E Fundamentals has announced that it has completed a £2.5 million Series A round of financing.

Specialising in e-commerce analytics and insights, the London and Edinburgh-based business already has a client roster including Nestle, General Mills, Kerry Foods and Birds Eye. E Fundamentals has also been undertaking international assignments in Australia, France, Germany, Spain and Italy, across mobile, social and voice channels.

The latest investment was led by Downing-managed VCTs and Downing Ventures EIS, and included participation from existing E Fundamentals shareholders. It brings funding in the company since launch to £5 million, and will be used help E Fundamentals develop its technology offering.

E Fundamentals CEO John Maltman said: “We are committed to helping our clients get a tremendous return on intelligence by helping them drive their share of online business faster than bricks and mortar sales. All brand owners need deep insights to get the fundamentals of e-commerce right, and this Series A round allows us to further perfect our service and quickly expand into new product areas and international territories.”

Richard Lewis, Downing’s investment director, added: “We are delighted to work with such a committed, professional and focused management team and are excited to support E Fundamentals as they continue to tackle this real problem facing FMCG brand owners. We believe the company is perfectly poised to help brands adapt and succeed in the growing and crucial e-commerce sector.”

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