Edinburgh-based analytics firm e.fundamentals has secured £5.3 million investment to drive its ongoing international expansion.

e.fundamentals provides e-commerce analytics to a host of the world’s largest brand owners, helping organisations to improve sales and profit performance of products on retailers’ and wholesalers’ websites.

The investment will enable the firm to deliver services in more key e-commerce regions and globally; including a launch in North America with a US-tailored version of its platform. The Edinburgh firm already operates in 10 countries worldwide.

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e.fundamentals’ fundraiser was led by private equity firm Maven Capital Partners and supported by long-term investment partners Downing Ventures and Scottish Investment Bank (SIB), the investment arm of Scottish Enterprise.

John Maltman, chief executive of e.fundamentals, said: “We’re delighted to have secured the support of Maven Capital alongside long-term partners Downing, Scottish Enterprise and our inspiring private backers.

“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.”

The investment builds on an exciting year for e.fundamentals which has grown its client roster, including Weetabix, McCain and Twinings.

Maven Capital investment director, Gareth Price, commented: “e.fundamentals has developed a sophisticated, yet highly intuitive, insights platform, which is already playing an important part in developing and influencing the e-commerce sales and marketing strategies of many high-profile, blue-chip brands.

“Maven is excited to help the senior management team achieve their ambitious growth plans by supporting the company with its continued expansion into the US and Europe.”

SIB director Kerry Sharp added: “It’s great to see e.fundamentals grow their delivery of e-commerce services at pace. This investment round will help their global expansion and we look forward to supporting them on their growth journey going forward.”