*The 8 Fundamentals dashboard coming soon

*The 8 Fundamentals dashboard coming soon


Each member of the E Fundamentals senior team has spent an average of 23 years in FMCG sales and marketing, working with some of the world's biggest brands, retailers and multinationals. 

Drawing on this deep expertise, we have specified and built the E Fundamentals platform around the 8 most pivotal variables that lead to success or failure in online retail channels - known as the The 8 Fundamentals.

Each one of The 8 Fundamentals plays a crucial role in your growth strategy; together they provide a powerful and proven path to winning in eCommerce by increasing your online sales specifically by growing your category.

This means that the success you experience with our platform will be the direct result of your online market share increasing within your desired category.

We will be delighted to show you how.

Fix the Basics

Simplifies and speeds up the work to ensure your brand standards are being met and that product listings are legal, for example compliant with FIR EU1169 for food and beverages.
E Fundamentals guides the user straight to where the issues are that need to be fixed.

Sell the Benefits

Ensures that shoppers are presented with product benefits that provide a compelling reason to buy.  If a shopper has clicked through to the product page then they are unconvinced and you need to make sure that your product content is persuasive enough to close them. It’s important to land your key messages with the shopper early in the product description while they are still fully engaged.


Easy To Buy

Provides a shopper perspective on your and your competitor’s brand presence in key searches for the category and considers a portfolio approach rather than just each individual product’s rank.
E Fundamentals position weights the results, i.e. products in the first row of results appear above the page fold and therefore receive a greater share of the shopper’s attention than the products on the bottom row. 

Smart Promotions

Tests promotions against strategy, provides pay for performance backup evidence and acts as an early warning indicator for potential in-store promotional issues. Breaking the pricing architecture online does not just impact the current shopping trip but also the AWOP of future baskets where the retailer has a favourites section. The pricing architecture should be effectively used to trade shopper’s up in size or to premium offerings. 


Winning Campaigns

Measures the cumulative impact of promotions over time and assess this against your shopper objectives (e.g. trial, up-trading etc).  This also allows you to track all competitor promotional activity in the category and understand your promotional competitiveness.

Deliver Value that Counts

Assesses range against the criteria your shoppers use to assess value for money.  This enables you to instantly review, compare and contrast each retailer’s range to identify distribution opportunities.


Learn from the Shoppers Voice

Gathers learning from shopper feedback left for online retailers and crystalises key messages.  It is important to keep your finger on the pulse of any emerging negative trends and be able to summarise shopper feedback to support range reviews. 

Execute your Category Vision

The category drivers are built into a bespoke reports and rolled up into a dashboard that provides an 'at a glance' assessment of each online retailer’s support for your category strategy.

The 8 Fundamentals in action

One of the leading biscuit manufacturers who own McVities, Jacob's, Carr's and Crawford's,
disclose how the the 8 Fundamentals delivered measurable growth and impact.  

Get a free demo

Find out how you can increase your category's sales online with eCommerce analytics.

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How else can we help?


Whether you're looking to build on your eCommerce success, or know eCommerce can be hugely profitable for you but don't know where to start, Smart Start is a series of joint working sessions between your team and ours, designed to share insider knowledge about how to grow your online category.