F&F Ventures launches $10M ecommerce fund with SHOPLINE
What's the deal? F&F VenturesDealroom has a profile for this one. Try Dealroom →, the venture capital arm of the Founders & Funders community, launched a $10 million ecommerce fund on August 31, 2026, in partnership with commerce platform SHOPLINE. It invests from pre-seed through Series A in consumer brands and the technology behind them.
Who's running it? Three general partners lead the fund, each with operating exits. Jeff Erickson, Founders & Funders' founder, scaled a consumer brand to eight figures before selling to private equity and has backed more than 40 companies as an angel. Co-founder Adam Shaw built a physical product company to $18 million, while Jian Tam is a serial consumer packaged goods entrepreneur with multiple ecommerce exits.
What's the endgame? The fund pairs capital with SHOPLINE's infrastructure — storefront, payments, marketing automation, loyalty, and multi-channel selling on one system. SHOPLINE serves more than 700,000 merchants worldwide, and Co-President Christopher Yang sits on the fund's investment committee.
"F&F is putting capital and operating experience into these companies at the same time, and that combination is what actually moves a young brand," said Yang.
Where's the deal flow? It comes through the Founders & Funders community, which has run more than 300 events across the US and abroad over eight years. Its VC ReversePitch series — where investors pitch founders on their thesis and check size — runs this fall, starting in Denver on September 17, with stops in San Francisco and Los Angeles.
The portfolio: The fund currently backs 13 consumer brands, including Protein WafflesDealroom has a profile for this one. Try Dealroom →, NoLimitDealroom has a profile for this one. Try Dealroom →, See SeaDealroom has a profile for this one. Try Dealroom →, Link LuggageDealroom has a profile for this one. Try Dealroom →, OnGo EnergyDealroom has a profile for this one. Try Dealroom →, Board BudderDealroom has a profile for this one. Try Dealroom →, and G BoxDealroom has a profile for this one. Try Dealroom →.
"We are already seeing the impact we are able to make working with our portfolio companies by leveraging our network connections, distribution channels, eCommerce expertise, experience, and relationships," said Erickson.
The signal: The fund reflects a model in which early-stage investors bundle operating support and infrastructure with their checks rather than capital alone — a bet that for young consumer brands, the commerce plumbing matters as much as the money.
Read more: smb.state-journal.com
Image credit: pockethifi
