Remote, Colorado, USA E-commerce Established 2017 4 employees
The brand has an established catalogue and repeat customer base. Revenue declined modestly in the last year as paid acquisition costs rose, which is reflected in the asking price.
Overall 50/100 — Fair. Each dimension is scored independently and weighted.
Seller's discretionary earnings are 9.7% of revenue.
Asking price is 2.92× SDE compared with a common small-business range of roughly 2×–4×.
9 years of operating history with a 8.8% earnings margin.
Reported revenue trend of -4% year over year.
Category-level demand outlook based on WhatBiz industry model (sample data).
Business is described as semi absentee with 4 employees.
Largest customer represents about 3% of revenue.
No financing indicated by the seller.
12% of revenue is recurring or contracted.
Estimated exposure to automation and AI substitution in this category.
Comparable SDE multiples of 2.17x – 3.35x for E-commerce produce an estimated range of $424,000 – $667,000.
Specific questions to raise with the seller for this listing, based on its reported figures.
Ask for three years of tax returns and the add-back schedule line by line. Owner salary and genuine one-off costs are fair add-backs; ongoing vehicle, phone, insurance or family payroll usually are not.
WhatBiz estimates $424,000 – $667,000 for a e-commerce business with these figures. Ask the seller which comparable sales support their asking price.
The largest customer is reported at 3.0% of revenue. Ask for a revenue-by-customer report for the last 24 months to confirm it.
Most of the revenue has to be re-won each period. Ask how leads are generated today and how much of that depends on the owner personally.
The owner is reported as semi-absentee. Price a replacement salary for the hours they work, and check whether any licence, certification or key relationship is held personally.
Request tenure, wages against local market rates, and any certification or licence held by individual staff. Agree stay bonuses for key people before closing, not after.
You will need to fund the full price with cash and lender debt. Confirm the earnings support debt service before you make an offer — the deal analyzer runs that calculation.
Check remaining term, renewal options, rent escalations, and whether the landlord will assign the lease to you. A short lease on a location-dependent business is a real risk.
This is demo data provided for product demonstration. Figures are illustrative, are not verified, and are not an offer to sell a business. WhatBiz analysis is educational and is not financial, legal, tax or investment advice.
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