UK eCommerce analytics company, E Fundamentals, is investing in a new development hub in Edinburgh, which will be the London-based technology company’s second office.

The move is creating 26 jobs and being supported by Regional Selective Assistance from Scottish Enterprise of £320,000 as part of the total investment of £2.5m.

Welcoming the announcement, Economy Secretary Keith Brown said: “This is another example of a leading technology company harnessing our highly educated and skilled workforce and demonstrates Scotland’s strength and expertise in developing these state-of-the-art technologies.”

E Fundamentals, A SaaS platform, helps brands increase their online revenues on retailers’ websites against a framework called The 8 Fundamentals. The company said that it helps brands grow their online market share by providing relevant and actionable insights about their products, whilst simultaneously upskilling sales and marketing teams in the eCommerce channel.

Chief executive John Maltman, who previously held senior positions at P&G, PepsiCo and Asda Walmart, said: “As a Scot, I know the potential that Edinburgh has to drive our company’s expansion into Europe.

“We’re looking to recruit the best of Scottish talent and set up a technical team who will work alongside the team in London. Both offices will work as one unit and play a critical role in developing our services for some of the largest manufacturers in the world.”

The first full version of the E Fundamentals’ service went live in May last year and secured a range of clients, Jacobs Douwe Egbert, Wilkinson Sword, General Mills and Nestlé Purina. The company’s board includes David Reeves, former chief executive of Sony EMEA, Rob Fraser, the former-CIO of Sainsburys and Tony Stratton, the chairman of CPM, Europe’s biggest field marketing company.

Scottish Enterprise and Scottish Development international worked closely with the company to help bring its investment to Scotland.

Commenting on the announcement, Neil Francis, interim managing director at SDI, said: “E Fundamentals decision to expand its operations here reflects the strong proposition Scotland offers to inward investors, including our exceptional skills base, strong links between industry and academia and an effective business ecosystem, particularly around the tech sector.

“We have a clear focus on winning the right kind of investment for Scotland and E Fundamentals is a fantastic example of this. We look forward to continuing to work with the company to help it fulfil its growth ambitions further still.”