Selling an ecommerce or online business.
Online buyers move fast and scrutinize traffic, margins and platform risk, so preparation matters.
The questions every buyer will ask.
Traffic and channels
Where sales come from: organic search, paid ads, marketplaces and email. Diversified traffic is worth more.
Platform risk
Dependence on Amazon, a single ad channel or a marketplace account, and the health of those accounts.
Margins and ad spend
Contribution margin after advertising, returns and fulfillment, not just top line revenue.
Suppliers and inventory
Supplier terms, lead times, exclusivity and how inventory is valued at closing.
Repeat customers
Customer lifetime value, repeat purchase rate and the size and quality of the email list.
Clean asset transfer
Domains, store platforms, ad accounts, social profiles and software all transferred in an orderly checklist.
Show the numbers buyers verify first.
Buyers will connect to your analytics, store platform and ad accounts during diligence. Clean, reconciled reports and a documented transfer plan speed the deal and protect the price.
How are ecommerce businesses valued?
Most are valued on SDE or EBITDA, with multiples driven by growth, margin, traffic diversity, repeat customers and how little owner time the business needs.
Is inventory included?
It depends on the deal. Often a normal level of inventory is included and any excess is paid separately, which we agree on in the letter of intent.
Who buys online businesses?
Individual operators, aggregators, strategic brands and investors. Many buyers are national, which is where Iconic's reach helps.
Today's buyers in this industry.
Online businesses sell to a national pool of buyers. Iconic's 850M+ profile database and national network help put your business in front of the right ones confidentially.
Free saleability assessment
See your likely value range, how buyers will read your numbers and what to fix first. Confidential and free.
Ready for your next era?
Every great transition starts with a conversation. Book a confidential call and leave with a clear picture of where you stand and what comes next. No cost, no obligation.
