How much is my ecommerce store worth?

Here's the fast answer. Take what your store leaves you each month after product costs, ad spend, apps and fees. Multiply by twelve. A small store sells for a multiple of that yearly take-home profit — and where yours lands in the range depends on how survivable that profit is under a new owner. Everything else in valuation is detail on those two numbers.

Sixty seconds, honestly

Work out the monthly keep first, and be strict: real ad spend stays in the costs; genuine one-offs (a redesign, a bad testing month that won't repeat) can come out. Then face the multiple question, which is really a risk question. Steady trading history, traffic from more than one source, repeat customers, a transferable supplier — each pushes you up the range. One hero product, one ad account carrying everything, margins one price-rise from zero — each drags you down. If you want the full reasoning, how to value a small ecommerce store walks through it.

Why revenue is the wrong starting point

Two stores each turning over €15k a month can be worth wildly different amounts — one keeps €4k after costs, the other keeps €600 and only while the ads run hot. Revenue tells you how big the machine is, not whether it makes money. Any valuation that starts from revenue — including the one in your head — starts from the wrong number, and it's the main way sellers disappoint themselves and buyers overpay.

The mistakes that skew your number

• Valuing your best month instead of a boring twelve-month average.
• “Forgetting” the ad spend the store needs to survive — it inflates profit on paper and torpedoes trust in due diligence.
• Pricing your own hours at zero. A buyer will notice the store needs thirty hours a week of you, and price it accordingly.
• Ignoring single points of failure: one supplier, one ad account, one product. Buyers price those hard, and they're right to.

Get a number you can actually defend

A defensible number comes from evidence, not vibes. Start with the free valuation calculator — a transparent profit-multiple model, no email required. If you're seriously considering selling, request the free human valuation on the same page: a person looks at your actual numbers and replies with a realistic range based on comparable sales, and every completed EcomFlips sale is published so you can sanity-check against reality. When you're ready, listing is free — you pay only when the store sells.