F&F Ventures Launches $10 Million Ecommerce Fund in Partnership with SHOPLINE

Three general partners with operating exits behind them will pair capital with commerce infrastructure for the consumer brands they back.

LOS ANGELES, Aug. 31, 2026 /PRNewswire/ -- F&F Ventures, the venture capital arm of the Founders & Funders™ community, today launched a $10 million ecommerce fund in partnership with SHOPLINE, the global commerce platform serving more than 700,000 merchants worldwide. The fund invests from pre-seed through Series A in consumer brands and the technology behind them.

The fund is led by three general partners who built the kinds of companies it intends to back. Jeff Erickson, General Partner and Founder of Founders & Funders™, scaled a consumer brand to eight figures before its sale to a private equity firm, and has since invested in more than 40 companies as an angel investor. Adam Shaw, Co-Founder of Founders & Funders™ and General Partner, built a physical product company from zero to $18 million, led a seven-figure consumer goods brand, and brings global supply chain and private equity experience. Jian Tam, General Partner, is a serial CPG entrepreneur with multiple ecommerce exits and more than twenty years in the category, including Co-Founder of ProteinWaffles.com.

Deal flow comes through the Founders & Funders™ community, which has run more than 300 events in the US and internationally over the past eight years. Its VC ReversePitch™ series, in which investors pitch founders on their thesis and check size rather than the other way around, runs in several major cities this fall, starting in Denver on September 17 and including stops in San Francisco and LA for Tech Week by a16z.

The fund's current portfolio spans 13 consumer brands, among them Protein Waffles, NoLimit, See Sea, Link Luggage, OnGo Energy, Board Budder, and G Box.

"As the venture capital arm of Founders & Funders, we are fully committed to increasing the likelihood of success for the companies we invest in. 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 Jeff Erickson, General Partner of F&F Ventures.

Portfolio companies get SHOPLINE alongside the capital — storefront, payments, marketing automation, loyalty, and multi-channel selling running on one system. Christopher Yang, Co-President of SHOPLINE, serves on the F&F Ventures 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. "Our part is making sure the commerce side is built as one system from day one, while the company is still early enough to get it right."

About F&F Ventures

F&F Ventures is the venture capital arm of Founders & Funders™, investing pre-seed through Series A in consumer brands and the technology behind them. The firm originates its deal flow from Founders & Funders, the eight-year-old relationship engine for venture, with a massive network and events in 12 cities and four-plus countries, including its VC ReversePitch™ series. F&F Ventures pairs capital with operating support, giving portfolio companies the network, distribution, and commerce infrastructure that increase their likelihood of success. Learn more at fandf.vc.

About SHOPLINE

Founded in 2013, SHOPLINE is a leading global Software-as-a-Service (SaaS) provider and omnichannel commerce enabler. The platform empowers over 700,000 merchants worldwide to build, market, and scale their businesses through a comprehensive suite of unified commerce solutions, including e-commerce website creation, social commerce, live shopping, and point-of-sale systems. Headquartered in Singapore, SHOPLINE operates globally with a thriving partner ecosystem designed to level up retail operations for brands of all sizes. Learn more at www.shopline.com.  Follow us on LinkedIn.

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SOURCE SHOPLINE