// Our story · 20+ years in the making
We built businesses, listed products on Amazon before sports and outdoors categories existed, supplied £40M+ through Vendor Central with plenty of meetings at Amazon HQ over the years — and hundreds more with agencies and industry experts — and grew a health and beauty brand from zero to exit. Founded Digital exists to give other operators the commercial advantage we had to earn the hard way.
The journey started in the early 2000s when, as a teenager entering the industry, sports and outdoors products were being listed on Amazon before product categories for them even existed. Not following a playbook — writing one. Negotiating directly with Amazon to build new category structures, building product listings from scratch in a marketplace that had no template for what was being done.
That first-mover instinct — the willingness to move before the path is clear — has defined everything that followed.
What followed was 15 years of building one e-commerce business from the ground up — zero revenue to over £20 million per year. Every function owned personally: supply chain, stock management, supplier negotiations, website builds, Google Ads, Amazon Vendor Central, email marketing, pricing systems, AI integration, and team management. The role grew alongside the business until reaching the position of Director of E-Commerce.
During lockdown — with everything to prove — a second brand was built from scratch in a completely different industry. Internationally sourced, fully trademarked, and scaled to become one of the fastest growing health and beauty brands of its kind before a successful exit. It confirmed what the previous 15 years had taught: the system is transferable to any category.
That depth of knowledge opened doors most in the industry never reach — direct relationships with platforms, suppliers, and partners built over two decades of actually operating, not just advising.Round table meetings with leading market experts, platform heads, and category pioneers — contributing alongside the people actively shaping the future of e-commerce. Along the way, a great deal of knowledge was shared freely: helping business owners think through their strategy, mentoring those finding their footing, offering frameworks that changed how people ran their businesses. That was always a genuine choice — given because this industry is a true passion, not a transaction.
E-commerce is not something we do. It is something we love. Every day brings new learning: a platform update that shifts the landscape, an AI capability that unlocks something previously unreachable, a client challenge that demands a smarter solution. That curiosity has never dimmed across two decades — and it is the reason our clients receive thinking that agencies coasting on yesterday's knowledge cannot replicate.
The decision to formally bring this expertise to market — to channel what has been freely given for years into a professional service — was a deliberate next step. Founded Digital exists because this knowledge, this network, and this system is too valuable to remain inside one business.
We are building a team of like-minded individuals around these values — people with the same obsession with commercial outcomes and the same intolerance for mediocre results. We are leaning aggressively into AI and the competitive advantages it creates. Founded Digital is not built to stay small. Every client who works with us plugs directly into that platform.
We were among the first to list sports and outdoors products on Amazon — before product categories existed. We negotiated directly with Amazon, across plenty of meetings at their HQ over the years, to build those structures. We built one business from £0 to £20M. We supplied £40M+ to Amazon Vendor. We built and exited a second brand — one of the fastest growing health and beauty brands of its kind — during lockdown. We sat in round table meetings with leading market experts. We've attended hundreds of industry events as a team.
Now we put all of that to work for you.
We could have stayed in-house. We didn't, because the part we always enjoyed most was the problem itself — untangling a messy account, finding the margin nobody knew was there, watching a business that was stuck suddenly start to move.
Twenty years in, that hasn't worn off. We genuinely like e-commerce — the mechanics of it, the commercial puzzle of it, the satisfaction of getting it right. And we like working with the people who run these businesses: operators who care about their product, their customers, and doing things properly.
This isn't a volume agency churning through accounts. We take on a small number of clients we're genuinely excited to work with, and we treat your numbers like they're our own — because for twenty years, they were. If you care about your business as much as we'll care about it, we're going to get on well.