Key Takeaways
- • F&F Ventures, the venture capital arm of the Founders & Funders™ community, has launched a $10 million ecommerce-focused fund in partnership with SHOPLINE, a global commerce platform serving over 700,000 merchants worldwide.
- • The fund invests across pre-seed through Series A stages in consumer brands and ecommerce technology, with a current portfolio of 13 companies including Protein Waffles, NoLimit, See Sea, Link Luggage, OnGo Energy, Board Budder, and G Box.
- • The fund is led by three general partners with proven operating and exit experience: Jeff Erickson (scaled a consumer brand to eight figures before PE sale), Adam Shaw (built a physical product company to $18 million with supply chain expertise), and Jian Tam (serial CPG entrepreneur with 20+ years experience and multiple ecommerce exits).
- • Deal sourcing leverages the Founders & Funders™ community network, which has executed over 300 events globally in the past eight years and operates a VC ReversePitch™ series where investors pitch founders on thesis and check size, with fall 2026 events planned in Denver (September 17), San Francisco, and Los Angeles during Tech Week.
- • The partnership pairs venture capital with SHOPLINE's commerce infrastructure, positioning the fund to provide both financial backing and operational support to early-stage consumer brands building on the platform.
Summary
F&F Ventures has established a dedicated $10 million ecommerce fund designed to back consumer brands from pre-seed through Series A stages, partnering with SHOPLINE, the global commerce platform with a merchant base exceeding 700,000. The fund represents a strategic combination of capital deployment and integrated commerce technology infrastructure, enabling portfolio companies to access both funding and the operational tools necessary for rapid scaling.
The fund's leadership structure emphasizes practical operator experience. Jeff Erickson, General Partner and Founder of Founders & Funders™, scaled a consumer brand to eight figures before its acquisition by a private equity firm and has subsequently invested as an angel in over 40 companies. Adam Shaw, Co-Founder and General Partner, has built a physical product company from inception to $18 million in revenue and led a seven-figure consumer goods brand, bringing extensive supply chain and private equity expertise to the partnership. Jian Tam, the third General Partner, brings more than two decades of experience in the CPG sector with multiple ecommerce exits to his name, including a co-founder role at ProteinWaffles.com.
The fund's investment pipeline benefits from the Founders & Funders™ community network, which has hosted over 300 events across the United States and internationally over the past eight years. The community operates a distinctive deal-sourcing mechanism called VC ReversePitch™, in which investors present their investment thesis and check size to founders rather than the traditional reverse dynamic. The fall 2026 roadshow begins in Denver on September 17 and includes subsequent stops in San Francisco and Los Angeles during a16z Tech Week, expanding visibility among early-stage consumer brand founders.
The fund's current portfolio comprises 13 consumer brands spanning diverse product categories, including Protein Waffles, NoLimit, See Sea, Link Luggage, OnGo Energy, Board Budder, and G Box. This diversification across product categories demonstrates the fund's broad mandate within the ecommerce consumer space while maintaining focus on early-stage ventures with significant scaling potential.
The fund's leadership structure emphasizes practical operator experience. Jeff Erickson, General Partner and Founder of Founders & Funders™, scaled a consumer brand to eight figures before its acquisition by a private equity firm and has subsequently invested as an angel in over 40 companies. Adam Shaw, Co-Founder and General Partner, has built a physical product company from inception to $18 million in revenue and led a seven-figure consumer goods brand, bringing extensive supply chain and private equity expertise to the partnership. Jian Tam, the third General Partner, brings more than two decades of experience in the CPG sector with multiple ecommerce exits to his name, including a co-founder role at ProteinWaffles.com.
The fund's investment pipeline benefits from the Founders & Funders™ community network, which has hosted over 300 events across the United States and internationally over the past eight years. The community operates a distinctive deal-sourcing mechanism called VC ReversePitch™, in which investors present their investment thesis and check size to founders rather than the traditional reverse dynamic. The fall 2026 roadshow begins in Denver on September 17 and includes subsequent stops in San Francisco and Los Angeles during a16z Tech Week, expanding visibility among early-stage consumer brand founders.
The fund's current portfolio comprises 13 consumer brands spanning diverse product categories, including Protein Waffles, NoLimit, See Sea, Link Luggage, OnGo Energy, Board Budder, and G Box. This diversification across product categories demonstrates the fund's broad mandate within the ecommerce consumer space while maintaining focus on early-stage ventures with significant scaling potential.
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