How much is my ecommerce business worth?
Ecommerce and direct-to-consumer businesses are commonly assessed against sustainable earnings, repeat purchasing, channel concentration and supplier risk. The range on this page is a configured model assumption, not a verified sample of completed UK sales. Use the free calculator as an initial estimate, then check the figures against your accounts and transaction advice.
Typical ecommerce & dtc brands valuation multiple
2.5-5× net profit. Net profit / SDE
What drives the value
- Brand strength
- Repeat-purchase / retention rate
- Channel concentration (Amazon vs owned site)
- Gross margin
- Supplier reliability
- Ad-spend efficiency
Worked example
£200,000 net profit at 3.5× ≈ £700,000.
Frequently asked questions
What multiple do UK ecommerce businesses sell for?
There is no single reliable multiple for every UK ecommerce business. Dealdoor displays an indicative model range, not a verified set of completed sale prices. Buyers will examine maintainable earnings, repeat-purchase cohorts, advertising dependence, channel mix, supplier concentration and stock treatment before agreeing a price.
Does selling mostly on Amazon lower my value?
It can increase perceived risk because the buyer depends on a third-party platform and its account rules. The effect on value depends on transferable account access, customer relationships, margins, channel alternatives and the terms of sale.
How do I increase my store's valuation?
Useful preparation includes documenting repeat-purchase rates, gross margin after fulfilment, advertising returns, channel mix and supplier alternatives. Clean accounts and processes that do not depend on the founder make it easier for a buyer to assess the opportunity.
Value your business with the free calculator · Compare multiples across sectors