What is included in an eCommerce store acquisition?

Typically the domain, website, customer email list, supplier contacts, social media accounts, and any remaining inventory where applicable. Clarify with the seller exactly what is included before signing any agreement, particularly around inventory ownership and supplier transfer.

How are eCommerce stores valued?

Revenue-based multiples of 2 to 4x annual net profit are most common. Stores with strong brand recognition, repeat customers, and proprietary products command higher multiples. Dropshipping stores or those heavily dependent on a single supplier or paid traffic channel are typically valued at the lower end.

How do I verify eCommerce revenue?

Request Shopify or WooCommerce analytics exports, bank statements, and payment processor reports (Stripe, PayPal) covering at least 6 to 12 months. Cross-reference the order count in the platform dashboard against the payment processor deposits to confirm figures match.

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Buying guide: eCommerce

eCommerce stores generate revenue by selling physical or digital products, often through Shopify, WooCommerce, or custom platforms. Key factors to assess include supplier relationships and lead times, inventory turnover, return rates, and the degree of dependence on paid advertising. Stores with strong organic search rankings or a large email list are generally more resilient acquisitions than those running on Meta or Google Ads alone.

Review the last 12 months of sales data and look for seasonality. Some eCommerce categories have strong Q4 spikes; others are relatively flat year-round. If the business relies heavily on a single supplier, assess what happens if that supplier raises prices or goes out of stock.

eCommerce valuations typically use 2 to 4x annual net profit. Stores with strong brand recognition, a loyal customer base, and repeat purchase rates command higher multiples. Dropshipping businesses with no proprietary branding usually trade at the lower end.

Frequently asked questions

What is included in an eCommerce store acquisition?: Typically the domain, website, customer email list, supplier contacts, social media accounts, and any remaining inventory where applicable. Clarify with the seller exactly what is included before signing any agreement, particularly around inventory ownership and supplier transfer.
How are eCommerce stores valued?: Revenue-based multiples of 2 to 4x annual net profit are most common. Stores with strong brand recognition, repeat customers, and proprietary products command higher multiples. Dropshipping stores or those heavily dependent on a single supplier or paid traffic channel are typically valued at the lower end.
How do I verify eCommerce revenue?: Request Shopify or WooCommerce analytics exports, bank statements, and payment processor reports (Stripe, PayPal) covering at least 6 to 12 months. Cross-reference the order count in the platform dashboard against the payment processor deposits to confirm figures match.

More questions? Read the full FAQ or see our website valuation guide or list your own site for sale. New to acquisition terminology? See the glossary. Already bought a site? Read our post-acquisition growth guide. Concerned about algorithm risk? Read our search engine risk guide. Buying an eCommerce store specifically? Read the eCommerce acquisition guide. Buying a dropshipping store specifically? Read the dropshipping business acquisition guide. Want to buy an Amazon FBA business specifically? Read the Amazon FBA acquisition guide. Want to understand eCommerce valuation multiples? Read the eCommerce valuation multiples guide. Looking to sell your eCommerce store? Read the eCommerce selling guide. eCommerce seller questions? Read the eCommerce selling FAQ. Need an eCommerce due diligence checklist? Read the eCommerce due diligence checklist.

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