Dealdoor

E-commerce businesses for sale

Online businesses trade on repeat purchase rate, supplier concentration and how much revenue still depends on a single marketplace algorithm.

Asset-light DTC brands often sell for a multiple of adjusted net profit after owner salary. FBA and wholesale hybrids need inventory valuation on completion day written into the contract.

Request channel split: organic, paid, email and marketplace. A brand growing only through Meta ads may not keep its ROAS after you take over creative. Prefer listings that show twelve months of stable margin, not one viral quarter.

The figures experienced online buyers ask for first are customer acquisition cost against average order value, repeat purchase rate over twelve months, subscription churn where there is a recurring plan, gross margin after shipping and payment fees, and returns rate by product line. A brand that pays more to win a customer than it makes on the first order only works if repeat buying is proven, so ask for cohort data rather than a blended annual figure.

UK-specific points to check before you offer: how much revenue comes from UK customers versus EU shipments carrying post-Brexit duty and paperwork, whether 3PL and fulfilment contracts transfer with the sale, VAT treatment on marketplace sales, and whether trademarks and Amazon Brand Registry sit with the company being sold rather than the owner personally.

Check whether the opportunity is an operating ecommerce business or an asset-only sale of a website, domain or stock. Request evidence of sales and earnings rather than treating an asking price as proof of value. Online service agencies and software businesses are different models; use the broader business search when a retail ecommerce listing is not the right fit.

Common questions

How much do ecommerce businesses sell for in the UK?

Most online shops and brands are priced as a multiple of annual net profit after the owner's pay, so a business making £100,000 a year after a market salary for the owner is priced from that figure, not from turnover. Where in the range it lands depends on how long it has traded, how stable the margin is, and how much revenue depends on one channel or supplier. Dealdoor's valuation page uses an assumed range of roughly 2.5 to 5 times net profit for ecommerce brands; that is a model assumption, not a record of completed sales.

What should I check before buying an ecommerce business?

Ask for at least twelve months of profit and loss accounts that reconcile to the sales platforms, a split of revenue by channel (organic, paid, email, marketplace), customer acquisition cost against average order value, repeat purchase rate, supplier concentration, and who owns the domain, social accounts, trademarks and marketplace seller accounts. Confirm what stock is included and how it will be valued on completion.

Is buying a website the same as buying an ecommerce business?

No. An operating ecommerce business comes with trading history, customers, suppliers and systems. An asset-only sale of a website, domain or stock transfers the assets but not the proven earnings. Check which one the listing offers, and ask for evidence of sales and profit before treating an asking price as proof of value.

How do I sell my ecommerce business?

Prepare clean accounts that match your platform data, document how the business runs without you, and decide whether to sell privately or with a broker. You can list on Dealdoor for free with no commission on completion, and use the ecommerce valuation guide to see what drives the price first.

Current e-commerce listings

Before you buy

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