retail
Core sectorE-commerce business valuation multiples
Direct-to-consumer e-commerce businesses selling products online with established supply chains and customer bases.
What the recorded transactions show
58
recorded transactions in the broader sector
0.9x
median EV/Revenue, n=12
6.9x
median EV/EBITDA, n=5
The archive has no E-commerce category of its own. These figures are for the broader E-Commerce sector it sits within, September 2014 to July 2026, and they describe how that sector trades, not what a business like yours would fetch. The deals behind the EBITDA median had a median value of $27M, larger than most owner-operated businesses. Who buys in E-Commerce
The recorded deals price above the indicative estimate on EBITDA (median 6.9x, n=5, against 6x to 6.5x), and below the indicative estimate on revenue (median 0.9x, n=12, against 1.5x to 1.8x). The two sources measure different businesses: the estimate is for a business of this kind, the recorded deals are the larger companies in the broader sector. Neither is a valuation of yours.
Indicative estimate for E-commerce
From 4 internal estimates, not from recorded transactions.
EV / EBITDA
EV / Revenue
Indicative range reconciled from 4 internal estimates (two outliers excluded), reviewed 2026-08-06. Not derived from a verified transaction sample. See Methodology. Methodology
How much is my e-commerce business worth?
Apply the indicative estimate to your earnings: EBITDA if the business has a management team, revenue if it does not yet make a profit. The calculator below does exactly that with that estimate, and shows the range, not a single figure. It is a benchmark, not a valuation.
Step one
What does the business do, and how big is it?
Indicative estimate for E-commerce: 6x to 6.5x EBITDA, not a transaction median. n=4 internal estimates · as of 2026-08-06
What moves the multiple
Brand Strength
Strong brand recognition and customer loyalty
Supply Chain Control
Ownership or control of manufacturing and logistics
Customer Database
Size and engagement of customer list
Product Differentiation
Unique products or competitive advantages
Profit Margins
Sustainable gross and net margins
Metrics buyers ask for
- ·Average Order Value (AOV)
- ·Customer Acquisition Cost
- ·Return on Ad Spend (ROAS)
- ·Inventory Turnover
- ·Gross Margin
Related industries
Considering a sale?
A benchmark range is a starting point, not an answer. If you want a considered view on what your business would actually fetch, and what to fix first, an adviser at FIH.com will talk it through. No upfront fees; they are paid on completion.
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