When considering buying an ecommerce business, it's crucial to evaluate various financial metrics. In this article, we will explore nine vital financial metrics that potential buyers should assess when looking to buy an ecommerce business.
Introduction
Before diving into the financial metrics, it's important to recognize that buying an ecommerce business is a substantial investment. To ensure the success and profitability of your acquisition, you need to consider both financial and non-financial factors.
Financial Metrics
1. Financial Metrics Trump Marketing Ones

While marketing metrics are important, financial metrics take precedence. Understanding the financial health of the business is paramount. Key documents, such as the Profit and Loss (P&L) statement and the balance sheet, should be the first items you examine.

2. Profit, Not Revenue, Drives Value

Growing revenue does not necessarily mean growing the business. Profitability is what truly drives the value of an ecommerce business. Even if a business has a substantial top-line revenue, if it's not profitable, it may not be a fully developed and sustainable business.

3. Define Earnings Metrics

Different earnings metrics, such as operating profit, EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization), and SDE (Seller's Discretionary Earnings), are essential for understanding the financial health of the business. Knowing the differences between these metrics will help you make informed decisions.

Criteria in Order of Importance

Consider the following financial criteria when evaluating an ecommerce business for acquisition:

1. Absolute SDE Size

The size of the Seller's Discretionary Earnings (SDE) matters for the business's valuation. Your criteria for SDE size should align with your investment goals, ranging from $100,000 to $1 million.

2. Profit Percentage

Assess the profit percentage. A minimum profit margin of 10% after management costs or a minimum of 20% SDE (excluding management costs) is a good benchmark.

3. Profit Trend Year-Over-Year (YOY) and Recent Months

Prefer businesses with a steady or slightly growing profit trend YOY. Recent declines are acceptable if you believe you can reverse them.

4. Profit Multiple (Initial Expectation)

Consider the profit multiple you expect when purchasing the business. Note that a 5X multiple for an Amazon-focused business with less than $300,000 SDE may be overinflated.

5. Working Capital Requirements

Assess the working capital requirements, especially if you are importing products. Managing inventory and working capital is crucial for the business's financial health.
Marketing KPIs
In addition to financial metrics, evaluate marketing key performance indicators (KPIs) to understand the business's potential for growth:

6. Product Category

Be selective with the product category. Avoid overly competitive markets and supply chain issues. Consider product categories with higher barriers to entry.

7. Performance of the Category (BCG Matrix)

Assess whether the category is in an upward or downward trend. Highly competitive categories may not be ideal for acquisition.

8. Market Share/Dominance (BCG Matrix)

Evaluate the market share and dominance of the business within its niche. Avoid markets dominated by big brand names.

9. Conversion Rate

A high conversion rate is desirable, especially on platforms like Amazon. It indicates the efficiency of turning visitors into customers. A low conversion rate may signify that the business is attracting the wrong kind of traffic.
Conclusion
Buying an ecommerce business involves a comprehensive evaluation of both financial and non-financial factors. By understanding and applying the financial metrics mentioned above, you can make a well-informed decision when considering the purchase of an ecommerce business. This due diligence will contribute to the success and profitability of your investment in the ...