Sell My Online Business – AI-Powered Brokerage & Valuation

Q: How much is my online business worth?

Valuation is typically a multiple of profit (SDE/EBITDA) adjusted for growth, traffic quality, LTV:CPA, margins, concentration, seasonality, and brand/IP strength. We produce a defensible range using AI-assisted comps and sensitivities.

Q: How do you value an online business (methodology)?

We use AI-assisted market comps plus drivers such as revenue growth, traffic mix/diversification, LTV:CPA and payback, repeat rate, margins, seasonality, and concentration. For subscription models we also consider MRR, churn, and retention.

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How Much Is My Online Business Worth?

Short answer: Valuation ≈ Profit × market multiple (SDE for owner-operated; EBITDA for larger), adjusted for growth, traffic quality, unit economics (LTV:CPA, MER/ROAS), margins, channel/supplier/platform concentration, seasonality, and brand/IP strength.

Valuation, in brief (5 steps)

Choose method: SDE for owner-run businesses; EBITDA for larger teams; revenue multiples only for certain recurring models.
Normalise metrics: TTM revenue & profit, channel mix, contribution margin, LTV:CPA, payback.
Benchmark with comps: size band, growth, business model (e-commerce, content, marketplace, digital products, agency), seasonality.
Adjust for risk: traffic/platform dependence, SKU/supplier concentration, IP/content ownership, chargebacks/refunds, compliance.
Run scenarios: base / upside / de-risked, then set a defendable range for negotiations.

Online Business Valuation Multiples in 2025 (Indicative)

Ranges vary by size, quality, and buyer type. Treat these as directional bands, not guarantees.

Profile	Basis	Indicative Range*
Owner-operated, sub-$2m revenue (e-com/content/digital)	SDE multiple	~2.5×–4.0× SDE
$2m–$10m revenue, steady growth	EBITDA multiple	~3.5×–6.0× EBITDA
$10m+ revenue, strong metrics/brand	EBITDA multiple	~5.0×–9.0× EBITDA

*Illustrative bands only; actual outcomes depend on growth, margins, traffic durability, concentration risk, buyer type, and market conditions.

How We Value Online Businesses: Revenue, Traffic, LTV:CPA, Margins

Driver	Strong Signal	Effect on Multiple
Revenue Growth	Consistent TTM growth with forecastable campaigns	Higher (durability of growth)
Traffic Quality & Diversification	Owned audience (email/SMS), brand/organic share, low single-channel reliance	Higher (lower platform risk)
Unit Economics	LTV:CPA ≥ 3:1; contribution margin improving; payback < 90 days	Higher (efficient scaling)
Gross Margin	≥ 60% e-com (after COGS & fulfilment) or ≥ 80% digital/content	Higher (profit potential)
Concentration Risk	No SKU/customer/channel > 15%; diversified suppliers/platforms	Higher (lower revenue risk)
Contracts & IP	Clean trademarks/domain; content ownership/licences; platform compliance	Higher (smoother diligence)

SDE vs EBITDA for Online Businesses: Which One Matters?

Smaller, owner-operated online businesses are often priced on SDE (profit + reasonable owner compensation + normalised add-backs). Larger or professionally run firms trend to EBITDA. Revenue multiples are used sparingly for subscription-heavy models; most buyers anchor on profit.

How our AI model improves the valuation

Maps your metrics to live deal/comparable bands by model (e-commerce, content, marketplace, digital products, agency), size, and growth.
Runs sensitivity on CPA/ROAS, contribution margin, repeat rate, and seasonality to show multiple uplift.
Ranks buyer fit (strategic, PE/search funds, aggregators) to indicate likely price/structure scenarios.

Example (illustrative): TTM revenue $1.6m; 22% YoY growth; 18% net margin; MER 2.6; 35% repeat revenue; diversified traffic → AI comps produce a defendable range and show how +5 pts repeat or −10% CPA shifts the range upward.

What to prepare (faster valuation)

Last 24 months P&L + balance sheet; monthly revenue bridge by product/channel.
Analytics & channel data: GA4/Search Console, ad accounts (Meta/Google/TikTok), email/SMS metrics, CR, AOV.
Revenue by product/segment; top SKUs/pages; seasonality; pricing/discount cadence.
Top 20 customers or segments (if applicable); supplier/platform dependencies (Amazon/Shopify/Stripe).
Contracts/IP checklist: trademarks & domain, content ownership/licences, supplier agreements, privacy/compliance.

Quick answers:

Is an online business valued on revenue or profit? Mostly profit (SDE/EBITDA); revenue multiples appear mainly in recurring/subscription models.

Does platform or ad dependence hurt value? Yes—single-channel reliance lowers multiples; owned audience and diversified traffic improve them.

What improves my multiple fastest? Stronger unit economics (higher contribution margin, better LTV:CPA), diversified traffic, clean IP/contracts, and reduced SKU/supplier/platform concentration.

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How Long Does an Online Business Exit Take? (Typical 3–6 Month Timeline)

Phase	Weeks	What Happens
Preparation	2–4	Normalise financials & metrics; assemble docs; create CIM; data room setup.
Outreach & IOIs	2–4	Targeted buyer list; NDAs; teaser/CIM distribution; initial Q&A.
LOIs & Negotiation	2–3	Term negotiation (price, structure, earn-out); select preferred LOI.
Due Diligence	4–8	Financial, legal, operational, and technical (if applicable); customer/partner calls; confirmatory checks.
Closing & Handover	1–2	Legals, funds flow, IP, domains & accounts transfer; transition plan.

Timelines vary by deal size, data quality, and buyer type. Clean books and a complete data room compress time-to-close.

Online Business Sale Process (Step-by-Step)

Preparation: normalise financials, verify analytics & revenue sources, review contracts, IP, licences.
Packaging: CIM/teaser, KPI deck, and secure data room.
Buyer Outreach: confidential, thesis-based approach to qualified buyers; NDAs first.
Offers & Negotiation: manage Q&A; align on price & structure.
Due Diligence: coordinate financial, legal, operational/technical diligence.

IOI vs LOI: What’s the Difference?

IOI (Indication of Interest) is a non-binding price range and high-level terms used to shortlist buyers. LOI (Letter of Intent) sets a specific price/structure, exclusivity period, and key conditions; it is still largely non-binding except for exclusivity, confidentiality, and certain clauses.

Closing & Handover

Post-LOI, definitive agreements are drafted (SPA/APA), schedules completed, working-capital mechanics finalised, funds-flow and escrow arranged, and IP/domains/accounts transferred. A clear transition plan reduces post-close risk.

Due-Diligence Checklist & Data-Room Index

Financials: last 24–36 months P&L/BS/CF; revenue recognition policy; monthly revenue bridge by channel/product.
Metrics/Analytics: GA4 & Search Console, ad platforms (Meta/Google/TikTok), CRM/email KPIs, conversion rate, AOV, repeat rate, ROAS/MER.
Legal: incorporation, cap table (if relevant), contracts (assignability), trademarks/domains, IP ownership & licences.
Operations/Platform: CMS/commerce platform (Shopify/Woo/Marketplace), payment processors, fulfilment/returns policy, key SOPs.
Commercial: top SKUs/pages, customers/segments, supplier agreements, channel dependencies (Amazon/SEO/Ads/Affiliates).
HR/Team: org chart, key roles, contractor agreements, confidentiality/IP assignment agreements.

Deal Structures & Terms

Element	What it is	Pros	Considerations
Asset vs Share	What the buyer purchases	Asset: cleaner; Share: simpler continuity	Tax impact; liabilities; contract assignment
Earn-out	Deferred, performance-linked	Bridges valuation gaps	Metrics definitions; control; reporting
Seller Note	Vendor financing	Faster close, better price	Interest, security, covenant terms
Escrow/Holdback	Funds reserved post-close	Protects against surprises	Duration, claims process

Working Capital & Deferred Items

Expect a normalised working-capital target at close. For online businesses, define treatment of cash, inventory (if any), unfulfilled orders, gift cards/store credit, prepaid subscriptions, returns/refunds reserve, and chargebacks. Spell these mechanics out in the LOI to prevent disputes.

Taxes & Legal Basics

Jurisdictions: tax outcomes differ (US/UK/EU). Obtain specialist advice early.
IP & Assignability: ensure chain-of-title on content, trademarks, and domains; confirm contract transfer rights.
Data & Security: privacy policy/DPAs, payment processor & platform compliance, data handling.
Non-compete/Non-solicit: scope, duration, and geography matter.

This is not tax or legal advice. Engage qualified advisers in your jurisdiction.

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Who Buys Online Businesses?

Strategic Buyers: brands or platforms seeking audience, catalogue, or channel synergies; can pay premium multiples.
Financial Buyers (PE/Aggregators/Roll-ups): disciplined underwriting, structured deals, focus on cash flow and efficiency.
Search Funds/Entrepreneurial Acquirers: flexible, operator-led transitions; hands-on post-close support.

Broker Fees vs DIY

Path	Typical Cost	What You Get	When It Fits
Brokered	Commission (tiered) + minimal upfront	Packaging, buyer network, negotiation, DD coordination	Limited time, larger buyer pool, price protection
DIY	Low fees; high time cost	You run outreach, Q&A, negotiation, legals	Very small deals; existing buyer already sourced

Best Time to Sell an Online Business

Sell into momentum: clean books, durable traffic, improving unit economics (higher contribution margin, stronger LTV:CPA), and stable channel mix. If growth is slowing, a 3–6 month tune-up (diversify traffic, raise repeat rate, tighten operations/contracts) can lift multiples.

Online Business Brokerage Services

Online Business Sale Brokerage & Exit Advisory

We guide digital founders through the full sales process — from preparing financials and positioning to targeted buyer outreach and closing. Commission-based; aligned with your outcome.

Online Business Valuation & Exit Planning

Get an AI-powered, confidential valuation within 24 hours and a focused plan to lift multiples (traffic mix, LTV:CPA, documentation, contracts).

Buy-Side Advisory & Acquisition Search

For investors and acquirers: retained search, thesis-matched deal flow, modelling and diligence support to reduce risk and speed to close.

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Case Studies (Anonymised)

Profile	Size	Outcome	Structure	Time to LOI
E-commerce – DTC accessories	$1.8m TTM revenue	~3.4× SDE range	Cash + 9-mo earn-out	6 weeks
Content site – finance niche	$1.1m TTM revenue	~4.0× EBITDA range	Cash + seller note	7 weeks
Digital products – education brand	$850k TTM revenue	~3.0× SDE range	Asset purchase	4 weeks

Illustrative examples; actual outcomes depend on metrics, risk, structure and market conditions.

About Our AI-Native Brokerage

We specialise in online business M&A with AI-assisted valuation models, buyer matching, and data-room standards that speed diligence and protect price. Work is confidential, document-first, and founder-friendly.

Partnership Programme

Advisers, accountants, and operators can refer founders ready to exit. Earn partner fees while we deliver valuation, packaging, and deal execution.

Learn more about partnerships

FAQs – Selling an Online Business

How long does it take to sell an online business?

Most sales complete in 3–6 months from preparation to close, depending on size, growth quality, buyer fit, and data-room readiness. See the sale process.

How much is my online business worth?

Valuation is typically a multiple of profit (SDE/EBITDA) adjusted for growth, traffic quality, LTV:CPA, margins, concentration, seasonality, and brand/IP strength. We produce a defensible range using AI-assisted comps and sensitivities.

How do you value an online business (methodology)?

We use AI-assisted market comps plus key drivers (revenue growth, traffic mix/diversification, LTV:CPA and payback, repeat rate, margins, seasonality, and concentration). For subscription models, we also consider MRR, churn, and retention. Details in How Valuation Works.

What documents do I need for due diligence?

Clean financials (P&L/BS/CF), analytics (GA4/Search Console), ad platforms (Meta/Google/TikTok), email/SMS metrics, payment processor exports (e.g. Stripe), supplier and customer contracts, trademarks/domains, privacy policies, and key SOPs. See process and value-maximising prep.

How are revenue and traffic verified?

Via direct platform exports (Shopify/Woo/marketplaces, Stripe/PayPal), GA4/Search Console, bank statements, and cohort/repeat analyses to reconcile reported figures with cash and traffic quality.

Do I need audited financials?

Not always. Accurate, verifiable books with reconciled revenue and consistent KPI reporting are usually sufficient for SMB/mid-market; larger deals may request reviews or audits.

What are typical business broker fees?

Success-based commission (sliding by deal size) is standard. Some brokers charge optional upfront fees for valuation/exit-readiness deliverables that reduce time-to-close.

How do you keep the sale confidential?

NDA-gated data rooms, anonymised teasers, and targeted outreach to vetted buyers only. Identities and sensitive data are disclosed in stages.

What deal structures are common (cash vs earn-out)?

A mix of cash at close plus earn-out or deferred elements tied to revenue, profit, or retention milestones is common; structure depends on risk, growth, and buyer type.

Asset sale vs share sale — what’s the difference?

Asset sales transfer selected assets and liabilities; share sales transfer the company as a whole. Outcomes vary by tax, liability, and operational continuity. Seek professional advice.

How are IP, domains, and accounts transferred?

Through an agreed handover plan: domain registrar and DNS, CMS/e‑commerce platform access, payment processors, analytics and ad accounts, email/SMS tools, marketplaces, and vendor contracts — sequenced to avoid downtime.

What support am I expected to provide after closing?

Typically a short transition and knowledge transfer period (weeks to months) defined in the APA/SPA; extended advisory is negotiable if required.

How can I increase my valuation before going to market?

Improve unit economics (higher contribution margin, stronger LTV:CPA), diversify traffic, reduce single-platform or supplier dependence, document SOPs, and tidy add-backs. Even small gains can move your multiple. See value maximisation.

Should I fix issues first or sell as-is?

Fix high-ROI items (data quality, quick CRO/retention wins, risky contracts) before launching; larger rebuilds rarely pay back pre-sale. We’ll model the valuation impact either way.