What Foundation Commerce does

Foundation Commerce Ltd is a UK-based private eCommerce agency headquartered in Weybridge, specialising in development, migration, and ongoing support for merchants on Magento Open Source, Hyvä Commerce, and Adobe Commerce. The company is one of only two Hyvä Platinum Partners in the UK and was the first agency to launch a Magento + Hyvä project in the country, positioning itself as an early-mover specialist in the fastest-growing Magento frontend. Its 12-person team delivers new builds, platform migrations, conversion rate optimisation, technical audits, email/retention marketing via Klaviyo and Dotdigital, and managed security services. The portfolio includes two proprietary products: Fortress (a fully managed Magento upgrade and security service from £1,200/month per store view with a 12-month minimum term) and Spotlight (a deep technical audit service from £3,000+VAT), both of which extend project work into recurring revenue streams.

The business operates on a hybrid revenue model combining one-off project fees (builds, migrations, audits), monthly retainer support contracts with dedicated project managers and shared Slack channels, and managed subscription services. Customer acquisition runs through a sales-led, consultancy-oriented GTM motion anchored on direct outreach, website enquiry forms, organic search, partner referrals, and industry events such as the Mollie Hive Awards and Dotdigital Summit. Customers are predominantly UK mid-market and enterprise merchants (typically with annual revenues above £5m) running complex eCommerce operations across verticals including luxury watches (Citizen Watch, Bulova, Alpina), consumer electronics (Peter Tyson), home improvement (Todd Doors), bathroom and home furnishings (Bed Kingdom, Bathroom Supastore, Cast Iron Bath Company), fitness equipment (Again Faster), and building materials (Skirting 4 U). The agency is bootstrapped and founder-controlled, with Ryan Copeland as Founder & Managing Director and Lilly Copeland as Director of Creative & Commercial Operations.

Foundation Commerce has no proprietary AI capability; all AI/ML features (Adobe Sensei personalisation, Adobe Live Search, Dotdigital Segment and Content Agents) are integrated via third-party platforms as part of client implementations. The competitive position rests on Hyvä and Adobe Commerce partner credentials, named award wins (Hive Awards 2025 Best Site Conversion Improvement and Quickest Time to Market), and outcome-led case studies reporting 54%–149% conversion rate improvements and 80%–141% revenue uplifts across client engagements.

Name

Foundation Commerce

Legal name

Foundation Commerce Ltd

Website

https://foundationcommerce.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Foundation Commerce is a UK-based eCommerce agency specialising in Magento, Hyvä Commerce, and Adobe Commerce development, migration, and managed support for mid-market and enterprise merchants across multiple verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Weybridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Project-Based Development (New Builds & Migrations): Fixed-price or scoped project engagements for new website builds, migrations to Magento/Hyvä/Adobe Commerce, and platform upgrades. Revenue recognised on project completion against defined milestones.
2. Ongoing Support Retainers: Monthly retainer contracts providing continuous access to development resources, uptime monitoring, security patching, performance optimisation, feature development, and strategic growth support. Retainers include dedicated project managers, Slack channels, and regular progress calls.
3. Fortress™ Managed Security Service: Fixed monthly fee managed Magento security and upgrade service covering patching, monitoring, annual upgrades, and critical support. Priced from £1,200/month per store view with 12-month minimum term.
4. Spotlight™ Technical Audit: One-off deep technical audit project priced from £3,000+VAT, delivering comprehensive assessment and prioritised roadmap for Magento platform health, risks, and scalability.
5. Email & Retention Marketing: Email marketing strategy, setup, and automation services for Klaviyo and Dotdigital platforms, including lifecycle automation, segmentation, and campaign execution. Can be delivered as part of a broader retainer or as a standalone engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Foundation Commerce is a UK-based eCommerce development agency that designs, builds, migrates, and supports Magento Open Source, Hyvä Commerce, and Adobe Commerce storefronts for mid-market and enterprise merchants. The firm delivers fixed-price website builds and migrations, ongoing monthly support retainers, managed security (Fortress™), and technical audits (Spotlight™), with bundled email marketing via Klaviyo and Dotdigital.

Product overview

Foundation Commerce is a UK-based eCommerce agency specializing in Magento, Hyvä Commerce, and Adobe Commerce platforms. The company's core offerings span three main platforms: Hyvä Commerce (a modern, high-performance frontend for Magento), Magento Open Source, and Adobe Commerce (enterprise-grade with AI capabilities). The product portfolio includes two named proprietary services: Fortress by Foundation (a fully managed security and upgrade service) and Spotlight by Foundation (a technical audit service). Core services include development, migration, conversion rate optimization, email marketing (via Klaviyo and Dotdigital), SEO, and growth strategy consultancy. The Hyvä Commerce Migration Accelerator enables fast-track migrations in 8 weeks. Foundation is one of only two Hyvä Platinum Partners in the UK and holds Klaviyo Master Gold status.

Differentiator

Problem solved

Functional benefit

Products and services

• Fortress by Foundation A fully managed Magento upgrade and security patch service for Magento Open Source and Adobe Commerce merchants. Includes proactive uptime monitoring, automatic security patching, one annual major upgrade, all third-party extension updates, Sansec malware scanning, and unlimited critical issue support for a fixed monthly fee. Sold as a 12-month minimum subscription.
• Spotlight by Foundation A deep technical audit service that exposes the true health, risks, and performance limitations of a Magento application. Surfaces performance bottlenecks, technical debt, extension risks, upgrade blockers, and security vulnerabilities, and delivers a prioritised action roadmap. Sold as a one-off project from £3,000+VAT.
• Hyvä Commerce Migration Accelerator Accelerated migration package that bundles pre-built Hyvä Commerce functionality with bespoke customisation, enabling merchants to migrate from Luma or legacy Magento frontends to Hyvä Commerce in 4–8 weeks. Includes Hyvä storefront, Core Web Vitals optimisation, conversion rate improvements, and third-party extension audit.
• Hyvä Commerce Development End-to-end design, build, and migration services for high-performance Hyvä Commerce storefronts on Magento. Includes Hyvä Theme, Hyvä Checkout, and Hyvä CMS, with sub-second page loads and Core Web Vitals compliance. Delivered by one of only two Hyvä Platinum Partners in the UK.
• Magento Development Magento Open Source eCommerce platform development, migration, and ongoing support services for merchants requiring complex B2B functionality, multi-store setups, and custom builds. Includes Magento development, migration to Magento, and patches & upgrades.
• Adobe Commerce Development Enterprise eCommerce platform development on Adobe Commerce (formerly Magento Commerce). Includes Adobe Sensei AI for personalisation, Adobe Live Search for product discovery, and cloud hosting capabilities. Delivered by an Adobe Commerce Solution Partner.
• Conversion Rate Optimisation (CRO) A conversion rate optimisation service focusing on data-driven analysis, A/B testing, and performance tracking to increase conversion rates. Includes customer behaviour analysis, multi-device optimisation, and scalable improvement strategies for Magento and Hyvä Commerce merchants.
• eCommerce Email Marketing Email and retention marketing services delivered via Klaviyo and Dotdigital. Includes automation setup, personalisation strategies, customer lifecycle marketing, segmentation, and revenue optimisation for repeat purchases. Delivered as a standalone engagement or bundled with broader retainers.
• Growth Strategy & Consultancy An eCommerce growth strategy and consultancy service offering growth audits, channel optimisation, data analysis, and tailored strategic support for in-house teams. Targets merchants planning platform investments or growth initiatives.
• SEO for Magento Platform-specific SEO service for Magento and Hyvä merchants. Includes technical SEO foundation, Core Web Vitals optimisation, layered navigation control, landing page optimisation, and structured data implementation.
• Hyvä Commerce Development & Support Retainer Ongoing monthly retainer providing clients with dedicated access to a Hyvä Commerce development team, a personal project manager, a shared Slack channel, quarterly strategy calls, and fortnightly progress calls. Pricing is negotiated per client scope and requirements.

Quantifiable outcome

• 141% increase in online revenue for Citizen Watch
• +11 more outcomes

Named customers12 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

Integration20 records

AI capability7 records

Feature6 records

Partnerships

16 partnerships are on record, tiered core and supporting.

• HyväcoreTechnology or IntegrationHyvä Platinum Partner — the highest-tier partnership status awarded by Hyvä. Foundation Commerce is one of only two Hyvä Platinum Partners in the UK and was the first agency to launch a Magento + Hyvä project in the UK. The partnership provides early access to Hyvä features, technical certification, and co-marketing opportunities.
• KlaviyocoreTechnology or IntegrationKlaviyo Master Gold Partner — certified partner status for email marketing and retention automation. Foundation Commerce implements Klaviyo for clients as part of email marketing and customer retention strategies.
• DotdigitalcoreTechnology or IntegrationDotdigital certified specialist and active participant in Dotdigital Summit events. Foundation Commerce implements Dotdigital email marketing automation, loyalty features, and customer data platforms (CXDP) for eCommerce clients.
• MolliesupportingTechnology or IntegrationPayment gateway integration partner. Foundation Commerce integrates Mollie payment services for Magento and Hyvä Commerce clients, consolidating multiple payment methods and reducing cost of ownership.
• Adobe CommercecoreTechnology or IntegrationAdobe Commerce Solution Partner — certified in delivering Adobe Commerce (formerly Magento Commerce) builds, migrations, and ongoing development. Foundation Commerce implements Adobe Commerce for enterprise clients.
• RUMvisionsupportingTechnology or IntegrationGold Partner for real user monitoring and Core Web Vitals performance tracking. Used by Foundation Commerce to monitor and optimise client site performance post-launch.
• SansecsupportingTechnology or IntegrationSecurity scanning partner included as standard within the Fortress™ managed security service. Sansec provides daily codebase and database malware scanning for Magento stores.
• KlevusupportingTechnology or IntegrationProduct search and recommendation integration partner. Foundation Commerce implements Klevu search for Hyvä and Magento clients to improve product discovery, search relevance, and conversion.
• NostosupportingTechnology or IntegrationPersonalisation and product recommendation integration partner for Magento and Hyvä Commerce clients.
• CorefinitysupportingTechnology or IntegrationTechnology integration partner listed on the Our Partners page, specific partnership scope not detailed in available source material.
• HypernodesupportingTechnology or IntegrationMagento-optimised hosting partner listed on the Our Partners page. Partnership scope relates to recommended hosting infrastructure for Magento clients.
• NVision Commerce SolutionssupportingTechnology or IntegrationCommerce solutions partner listed on the Our Partners page.
• AkoovasupportingTechnology or IntegrationTechnology partner listed on the Our Partners page, specific partnership scope not detailed in available source material.
• Review.iosupportingTechnology or IntegrationCustomer review platform integration partner listed on the Our Partners page.
• MagefansupportingTechnology or IntegrationMagento extension developer partner listed on the Our Partners page. Magefan provides Magento 2 extensions integrated into client builds.
• ErgonodesupportingTechnology or IntegrationPIM (Product Information Management) integration partner listed on the Our Partners page.

Scale indicators14 records

Expansion highlights5 records

Direct peers

• CTI Digital: UK-headquartered digital agency with deep Magento, Adobe Commerce, and Hyvä credentials serving enterprise retailers. Comparable platform focus and enterprise customer base to Foundation Commerce, with a larger agency footprint.
• Wagento: Magento-focused development agency delivering builds, integrations, and support for eCommerce merchants across multiple geographies. Comparable to Foundation Commerce in core platform specialization (Magento) and agency-style services, though with a broader geographic mix.
• Space 48: UK-based Magento and Hyvä Commerce agency offering development, support, and CRO services to mid-market and enterprise merchants. Directly comparable to Foundation Commerce on platform focus (Magento/Hyvä), geography (UK), and go-to-market (enterprise field sales).
• Fisheye: European (Netherlands-based) Magento and Hyvä agency with a strong focus on performance, CRO, and migrations. Comparable to Foundation Commerce on platform specialization (Magento/Hyvä) and outcome-led positioning, though operating from continental Europe.
• The Thinking Shed: UK-based Magento and Adobe Commerce agency delivering eCommerce builds, migrations, and ongoing support for retailers. Similar agency profile to Foundation Commerce with comparable target customers and service catalog, including retainers and CRO.
• PINQ: Dutch digital agency specializing in Magento, Adobe Commerce, and Hyvä implementations with a similar enterprise/mid-market merchant focus. Directly comparable platform stack, partner-tier credentials, and project/migration-led delivery model.

Others

• Klaviyo: Email marketing and retention automation platform for which Foundation Commerce holds Master Gold Partner status. Not a competitor; relevant as a partner Foundation builds email and lifecycle marketing services on top of, and as a co-marketing channel.
• Dotdigital: CXDP and email automation platform that Foundation Commerce implements for UK merchants. A technology partner rather than a competitor; relevant ecosystem participant given Foundation's certified specialist status.
• Mollie: Payment service provider that Foundation integrates into Magento/Hyvä builds and co-hosts the Hive Awards. Functions as a partner and co-marketing channel rather than a competitor in the agency space.

Broad incumbents

• Adobe Commerce: The platform vendor behind Adobe Commerce (formerly Magento Commerce). Foundation Commerce is a Solution Partner on this platform; Adobe offers overlapping capability as part of a broader commerce/analytics/experience portfolio rather than as a specialist agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/foundationcommerce
• Xx.com/FoundtnCommerce

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Foundation Commerce