E-commerce Business Valuation
E-commerce Business Valuation Calculator & Exit Planning Built for Business Owners
We built one platform that tracks your e-commerce business's value monthly, identifies exit gaps early, and ensures your personal finances align with your exit timeline.
1,000+ Businesses have joined YourExitValue.com
Most E-commerce Owners Have No Idea What Their Business is Actually Worth
Current E-commerce Valuation Multiples (2026)
E-commerce values are strong due to increased buyer demand from e-commerce aggregators like Thrasio and PE-backed acquirers. Here's what companies sell for:
Every business is different. That's why you need to track your value.
Included in Your Exit Value is a complete Exit Planning Assessment where you track your progress quarterly against your results from the previous quarter.
Know your number and watch it grow
Most business owners guess at their value. You'll know it with precision.
Our platform uses six proven valuation methodologies to give you a complete picture of what your business is worth today—and tracks how that number changes month over month. No more waiting for annual appraisals or paying $15K+ for outdated reports.
See your trends. Spot opportunities. Make informed decisions
What Actually Drives E-commerce Business Value
Revenue and earnings are the two most influential factors in your e-commerce business's valuation. But not all companies are valued equally. Here are the factors that move your number up—or down:
Unit Economics
3:1+ LTV:CAC
Amazon concentration over 70% creates platform dependency risk. Diversified sales across Amazon, Shopify, and wholesale reduces risk of algorithm changes or account suspension devastating the business.
Poor economics = unsustainable
Product Ownership
Proprietary Products
Repeat customer rate over 25% shows product-market fit. High repeat purchase indicates customers love the product—low repeat suggests commodity products with no loyalty.
Reselling = easily replicated
Channel Diversity
Multi-Channel
Contribution margin after all variable costs shows true profitability. Net margin matters, but contribution margin reveals unit economics—buyers analyze profitability per order carefully.
Single-channel = platform dependent
Supply Chain
Multiple Suppliers
Owned products/brands vs. reselling creates defensible value. Private label or proprietary products can't be easily replicated—resellers face constant competition and margin pressure.
Single supplier = concentration
Subscription Revenue
30%+ Recurring
Supplier diversification reduces risk. Dependence on single supplier creates vulnerability—multiple suppliers or domestic options provide supply chain resilience.
One-time only = unpredictable
Owner Time
10 Hrs/Week
Clean financials with proper inventory accounting are essential. E-commerce accounting is complex—buyers need clear P&Ls with proper COGS, inventory valuation, and channel-level profitability.
Owner-dependent = limited value
How to Value an E-commerce Business
The U.S. e-commerce industry generates over $1 trillion in annual revenue across hundreds of thousands of online businesses. E-commerce valuations have matured significantly as the industry has grown, with established frameworks for businesses across all sizes.
Seller's Discretionary Earnings (SDE) is standard for smaller e-commerce businesses, while EBITDA is used for larger operations. E-commerce businesses typically sell for 2.5x to 4.5x SDE, or 3.0x to 6.0x EBITDA. Businesses with proprietary products, strong brand recognition, and diversified traffic sources command the top of these ranges.
Revenue multiples for e-commerce businesses generally range from 0.5x to 2.0x annual revenue, but profitability matters far more than revenue. A business doing $2M in revenue at 25% margins is worth more than one doing $5M at 5% margins.
The unique valuation factors for e-commerce are traffic diversification and brand defensibility. Businesses overly dependent on a single traffic source (Amazon-only sellers, or companies where 80% of sales come from paid ads) carry significant platform risk. Buyers evaluate organic search traffic percentage, email list size, social media following, and Amazon vs. direct-to-consumer revenue mix. Businesses with proprietary products or strong private-label brands are worth significantly more than dropshipping or arbitrage operations because they have defensible margins.
E-commerce valuations normalized after the COVID-era surge, but well-run brands with loyal customers, efficient supply chains, and diversified channels continue to attract strong offers from aggregators and strategic buyers. Use our free calculator above to get your instant estimate, then track your value monthly with YourExitValue.
Frequently Asked Questions
What multiple do e-commerce businesses sell for?
Most e-commerce businesses sell for 2.5x – 4.0x SDE or 0.5x – 1.5x annual revenue. However, the range is wide. Companies with strong unit economics can command significantly higher multiples. YourExitValue tracks exactly where you fall on each value driver.
How does unit economics affect my company's value?
Unit Economics is one of the biggest value drivers for e-commerce businesses. E-commerce aggregators like thrasio and pe-backed acquirers specifically look for companies with strong performance here. Improving this metric can significantly increase your multiple.
How long before selling should I start tracking my e-commerce business value?
Ideally 1 to 5 years before your target exit. This gives you time to improve your unit economics, reduce owner dependence, strengthen your team, and document growth trends buyers pay premium prices for.
Who buys e-commerce businesses?
Common buyers include e-commerce aggregators like Thrasio and PE-backed acquirers, as well as individual buyers looking to own a business and strategic acquirers. Each buyer type values different aspects. YourExitValue helps you understand what each looks for.
What valuation method is used for e-commerce businesses?
Most e-commerce businesses are valued using SDE (Seller's Discretionary Earnings) multiples for smaller companies under $1M in earnings, and EBITDA multiples for larger companies. Revenue multiples (0.5x – 1.5x) are sometimes used as quick reference.
What's the fastest way to increase my e-commerce business value?
The fastest improvements typically come from: 1) Improving your unit economics to hit the target, 2) Reducing owner dependence, 3) Documenting your systems and processes, and 4) Cleaning up financials. Most owners add 20-40% in 12-24 months.