BreakThru Realty

How Ecommerce Businesses Are Valued

An online business is valued on trailing twelve month earnings and on how durable the traffic behind them is. Earnings from owned channels and repeat customers are valued above earnings that depend on one marketplace account or one advertising platform.

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Reviewed by Tyson E. Sam, Founder and Broker of Record, BreakThru Realty, Florida License 3565210

Last reviewed November 7, 2026

Find Out What My Business Is Worth · (786) 914-1017

Earnings and the Trailing Twelve Months

Buyers apply a multiple to the last twelve months of seller's discretionary earnings, with growth or decline through the period moving the multiple. Revenue is verified from the platforms and the payment processor, not from a spreadsheet, and advertising spend is read with the revenue it drove. A business whose earnings are growing on stable costs is valued toward the top of its range.

Traffic, Channels and Dependence

Where the customers come from decides the risk: organic search and a repeat customer list are durable, paid advertising is only as good as its return, and a single marketplace account can be suspended. The split of revenue by channel, the account health, the reviews and the policies that apply to a transfer are read before a price is set.

Suppliers, Inventory and Transfer

Supplier agreements, exclusivity, lead times and terms are checked for assignment; inventory is counted and valued at closing, often on top of the price. The domain, the accounts, the content and the systems have to transfer cleanly, and the hours the owner spends and the skills the work needs are documented, because a buyer prices the operation they are taking on.

Find Out What My Business Is Worth

Tell us the type of business, the city, how long it has operated, annual revenue, owner benefit or seller's discretionary earnings, EBITDA if you track it, monthly rent and lease expiry, number of employees, how involved you are, why you are selling, your timeline and whether you would consider seller financing. A licensed BreakThru business broker prepares a confidential valuation from comparable sales and replies within one business day. Everything you tell us is confidential, the valuation is free, and nothing is listed or announced unless you decide to sell. Prefer to talk now? Call (786) 914-1017.

Questions Owners Ask

How much is my business worth?
Most owner operated businesses in Florida sell for a multiple of seller's discretionary earnings: net profit plus the owner's salary, benefits and one time or personal expenses run through the business. Where the multiple falls depends on the industry, the lease, the staff, the trend in the numbers and how much the business depends on you. A confidential valuation gives you the range for your business and the reasons behind it.
Will my employees, customers or landlord find out?
Not from us. The business is marketed without its name or address, buyers sign a nondisclosure agreement and prove their funds before they learn who you are, and showings happen after hours or are presented as something else. The landlord is approached only once there is an accepted offer, because the lease has to be assigned.
How long does it take to sell a business?
Six to nine months from listing to closing is common for a well prepared small business, faster when the price is right and the records are clean, longer for businesses that need a licensed buyer or a franchisor's approval. The escrow period after an accepted offer is usually sixty to ninety days.

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