I run a small e-commerce brand doing about $1.2M/year and I'm starting to explore selling it. I've built it over 6 years and it's mostly owner-run. I've looked at Flippa, Empire Flippers, and BizBuySell but honestly I'm drowning in options and broker pitches. What websites actually work best for selling a business online, especially for something in the e-com space? Not looking for a get-rich-quick scheme, just want to know where serious buyers actually hang out.
Selling Online
What websites work best for how to sell a business online?
For e-com specifically, Empire Flippers is probably the most established. They vet buyers and handle a lot of the legwork. Flippa is a mixed bag now—lots of tire kickers. What's your margin like?
I sold a content site on Flippa two years ago. Took 10 months. The platform itself wasn't bad, but the buyer pool was mostly wannabes. If you're at $1.2M revenue, you might be better off with a broker who has a private buyer list.
How much of that $1.2M is profit? Because that changes the answer entirely. At 10% net, you're a service business. At 30%, you're a real asset.
Net margin is around 18-20% depending on the quarter. Not amazing but not terrible. I have two part-time VAs handling CS and order issues. Product sourcing is still on me though.
Seller financing. Just saying. If You're not open to holding a note, a lot of the smaller online marketplaces will be a waste of time. Buyers on BizBuySell expect it.
I've been on the buying side of two deals on Quiet Light. They're smaller than Empire Flippers but the listings felt more curated. Worth a look if you dont want to be one of 400 listings on Flippa.
Honestly, the platform matters less than the broker. A good M&A advisor will bring buyers to you. The websites are just storefronts. But to answer your question: Empire Flippers, Quiet Light, and Flippa in that order for e-com.
Oh great, another 'how do I sell my business' thread. Next up: 'how do I value my business' and 'is a broker worth 10%'. Kidding. Mostly. But seriously, search the forum, this comes up weekly.
Sally woke up on the wrong side of the bed. Anyway, OP—at 18-20% net you're probably looking at a 2.5-3.5x multiple on SDE. That's right in the range where Empire Flippers and Quiet Light operate. Flippa buyers will try to lowball you to a 2x.
One thing noboedy's mentioned: prepare your numbers BEFORE you list. I wasted three months on a platform because my P&L was a mess and buyers kept asking for docs I didn't have. Get a clean 3-year P&L, tax returns, and a simple SOP doc. Then pick the platform.
Also consider whether you want an asset sale or a share sale. Most online marketplaces default to asset sales. That has tax implications depending on your entity structure. Talk to an accountant before yoou sign anything.
quietstorm77—where are you getting 2.5-3.5x? Last I checked e-com SDE multiples were closer to 2-2.5x for sub-$2M revenue. Unless the brand has real IP or a moat.
It depends on the niche. Supplements and apparel are crowded, buyers di scount them. If it's a niche with recurring revenue or a strong email list, you can push higher. The platform won't change that—only the buyer pool will.