eComplete

What eComplete does

eComplete is a UK-based eCommerce operating partner and private equity investor that acquires majority stakes in high-growth direct-to-consumer brands and embeds an in-house team to operate them. Founded in 2020 and headquartered in Stockport with a Manchester office, the firm deploys equity cheques of £15m to £40m and reports over £100m in cumulative capital raised. Its portfolio includes The Beauty Tech Group PLC (listed on the London Stock Exchange, comprising CurrentBody, ZIIP Beauty and Tria Beauty), Naturecan (CBD and wellness), Give Me Cosmetics (beauty, TikTok-led), and Noted Aromas (fragrance, acquired via a £31m MBO with NVM Private Equity in December 2025).

The company runs a platform-plus-modules operating architecture. The core platform combines a proprietary data product (tracking 1,000+ eCommerce data points from 1,500+ companies), a global supply chain network spanning 40+ warehouses across the UK, US, EU and APAC, Shopify-based web development, and end-to-end eCommerce and digital marketing services. Modules include DISRPT (a three-tier audit framework), Commercial Due Diligence, M&A advisory, AI Services (AI-generated content, automated campaign intelligence and business automation), and Talent & Resourcing. Founders Paul Gedman and Andy Duckworth bring 20 years of eCommerce scaling experience; Chris Hurley (former LDC Co-Chief) is Chair.

eComplete monetises through a mix of capital gains on portfolio exits (including the Beauty Tech Group IPO), professional services fees from CDD and M&A advisory work, managed services revenue from embedded operational support across data, digital marketing, supply chain and talent, and 3PL/logistics revenue. Pricing is quote-based for services and equity-based for investments, with capital deployed on multi-year horizons into brands requiring scaling from £20M+ to £1B.

Name

eComplete

Legal name

eComplete

Website

https://ecomplete.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

eCommerce Operating Partner Services

NAICS

Management, Scientific, and Technical Consulting Services (5416), Marketing Consulting Services (541613), Advertising Agencies (541810), Custom Computer Programming Services (541511)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming Services (7371), Services-Advertising Agencies (7311)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

Strategy & IT Advisory (BPAEAAAA), Enterprise Architecture & IT Operating Model (BPAHAEAB)

Keywords

• ECommerce growth investment
• DTC brand acquisitions
• Operating partner services
• Commercial due diligence
• Digital commerce consulting

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Capital Gains / Investment Returns: Returns from successful exits of portfolio companies, including the transformation and IPO of The Beauty Tech Group.
2. Professional Services (M&A Advisory & CDD): Fees from commercial due diligence, M&A advisory, exit preparation, and strategic consulting services provided to other investors and brands.
3. Operating Partner Services: Revenue from embedded operational support across data, strategy, supply chain, talent, and end-to-end eCommerce operations for portfolio and client brands.
4. 3PL / Supply Chain Services: Third-party logistics management, freight & shipping, courier & delivery solutions, and supply chain optimisation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

eComplete is an eCommerce operating partner that acquires majority stakes in high-growth direct-to-consumer brands (typically £15m–£40m equity investments) and provides hands-on operational support across the entire digital value chain. Its offering combines capital deployment with embedded services including proprietary data analytics, supply chain and 3PL management, digital marketing, Shopify-based web development, AI-driven growth automation, talent deployment, finance/HR, and M&A advisory. It also commercialises these capabilities externally via its DISRPT™ audit framework and Commercial Due Diligence practice.

Product overview

eComplete is an eCommerce operating partner offering a platform-plus-modules architecture. The core offering combines capital investment (typically £15m to £40m for majority stakes) with hands-on operational support across the entire digital value chain. Key platform components include: a proprietary Data Platform for real-time performance tracking and benchmarking across 1,000+ data points; Supply Chain Services (3PL/4PL management, freight, and courier solutions); eCommerce & Digital Marketing services; Web Development built on Shopify; and AI Services for automation and optimization. Supporting modules include DISRPT (Lite, 360, and CDD tiers) for strategic audits, Talent & Resourcing, Finance & HR Services, M&A Services, and Commercial Due Diligence. The portfolio includes acquired brands (CurrentBody, Give Me Cosmetics), incubated brands (Naturecan), and sub-brands (The Beauty Tech Group, ZIIP Beauty, Tria Beauty) managed under an integrated operational infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• DISRPT: A proprietary data-driven analysis and audit product offering strategic growth optimisation, commercial due diligence, and strategic review services for eCommerce brands. Available in three tiers: CDD (investment-grade, 31 premium features), DISRPT 360 (strategic growth optimisation, 69% coverage), and DISRPT Lite (essential business health check, 21% coverage).
• DISRPT+

Products and services

• Capital Investments
• Data Platform
• DISRPT™
• Commercial Due Diligence (CDD)
• eCommerce & Digital Marketing
• Supply Chain Services
• Web Development
• AI Services
• M&A Services
• Talent & Resourcing
• Finance & HR Services

Quantifiable outcome

• CurrentBody scaled from £50m investment to £300m valuation
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• Global 3PL and Freight ProvidersminorOthersAccess to a network of 40+ warehouses and global freight providers for seamless eCommerce operations across UK, US, EU & APAC regions. Partnership enables supply chain optimisation and cost savings through group buying power.

Scale indicators10 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Marchon Capital Partners: A UK-based mid-market private equity firm specialising in consumer brands, often partnering with operators to drive international growth. Comparable in deal size, geography, and consumer-brand focus.
• Stirling Square Capital Partners: A pan-European mid-market private equity firm with a strong consumer brands franchise. Comparable as a PE investor in established consumer brands, though with broader sector exposure beyond pure DTC.
• Coefficient Capital: A growth equity firm investing exclusively in DTC and consumer brands, providing capital and operating expertise to scale brands internationally. Closely comparable to eComplete's investment thesis and deal-size profile.
• Forerunner: A venture and growth investment firm focused on DTC and consumer brands, with an operating-partner model that provides strategic support to portfolio companies. Highly comparable given shared focus on consumer brands and operator-led value creation.
• 1788 Capital: A US-based growth equity firm specialising in DTC and consumer brands. Operates a similar investor-plus-operator model targeting digital-native brands, making it a direct strategic peer in the DTC-focused PE category.

Emerging players

• Croud: A digital marketing agency using a proprietary technology platform to deliver paid media, SEO, and content services across global markets. Comparable to eComplete's digital marketing and AI-services stack, particularly around data-driven campaign optimisation.
• Pattern: An eCommerce accelerator that helps brands scale on global marketplaces and DTC channels via proprietary data and technology. Comparable to eComplete's data-platform-plus-marketplace-acceleration offering for portfolio brands.
• Boldspace: A UK-based growth and performance marketing agency supporting DTC and digitally-led consumer brands. Comparable to eComplete's digital marketing services offering and its focus on data-driven growth for consumer brands.
• Tinuiti: A US digital marketing agency serving DTC and omnichannel brands across paid media, SEO, and CRM. Comparable as a service-side peer offering the eCommerce & Digital Marketing and AI-driven optimisation services that eComplete bundles for portfolio brands.

Broad incumbents

• Dept Agency: A global digital agency providing end-to-end digital services including eCommerce build, data, and marketing for enterprise consumer brands. Comparable to eComplete's services stack — data platform, web development, and digital marketing — though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eComplete