Key Metrics to Show When You Sell My Ecommerce Business to Private Equity or Aggregators
Selling an ecommerce business is a major milestone for any founder. Whether the goal is to move on, cash out, or scale with a strategic partner, getting the highest value from the sale depends heavily on the numbers you present. Investors and buyers don’t just look at revenue—they want a clear picture of how the business performs, scales, and sustains profitability.
When you’re thinking, How do I sell my ecommerce business and make it appealing to serious buyers?—start with understanding what metrics matter most. Both ecommerce private equity firms and aggregators rely on these metrics to assess value, risk, and growth potential.
Let’s explore the key performance indicators (KPIs) you should track, optimise, and present when preparing for a sale.
Revenue Trends and Growth Rate
One of the first figures buyers look at is revenue—both in terms of the current numbers and how they’ve changed over time. A steady upward trend signals healthy growth and good market positioning.
Key aspects to present:
Monthly and yearly revenue growth
Comparison of year-on-year (YoY) growth
Revenue breakdown by product category or region
High-earning months and seasonal patterns
Showing consistent or improving growth helps prove that your business is scalable and not reliant on short-term success.
Gross Profit and Gross Margin
Revenue alone doesn’t tell the full story. Gross profit and gross margin reflect how efficiently your business turns sales into income, after subtracting the cost of goods sold (COGS).
Why it matters:
Higher gross margins mean more room for marketing and operations
Indicates strong supplier relationships or manufacturing efficiency
Helps buyers forecast future profitability
Aim to highlight any efforts you’ve made to improve margins, such as product redesigns or bulk purchasing agreements.
Customer Acquisition Cost (CAC)
CAC measures how much you spend to bring in each new customer. It includes ad spend, influencer fees, agency costs, and anything else tied to new customer outreach.
Metrics to share:
Average CAC over the past 6–12 months
CAC by channel (e.g. Facebook, Google, TikTok)
CAC trends—whether it’s decreasing or stabilising
Ecommerce private equity buyers want to see that acquisition costs are under control and that your marketing efforts are sustainable long-term.
Customer Lifetime Value (CLV or LTV)
Customer lifetime value estimates how much a customer will spend over the course of their relationship with your brand. It’s a crucial figure that helps buyers understand the earning potential of your customer base.
To calculate LTV:
Multiply the average order value by the number of repeat purchases
Factor in retention rate and average customer lifespan
If your LTV is significantly higher than your CAC, you’ll have strong leverage when you sell your ecommerce business.
Repeat Purchase Rate
Buyers want to know if customers come back or just buy once. A high repeat purchase rate signals customer loyalty and product satisfaction, both of which increase a brand’s value.
Useful data to include:
Percentage of customers who return within 3, 6, and 12 months
Repeat purchase rates by product or collection
Any loyalty programmes or initiatives that improve retention
Ecommerce private equity investors especially value this figure, as it ties closely to predictable revenue and brand equity.
Average Order Value (AOV)
This metric tracks how much, on average, a customer spends per transaction. AOV directly affects revenue, margins, and even shipping strategies.
How to boost AOV (and impress buyers):
Offer product bundles or upsells
Use free shipping thresholds
Recommend related items during checkout
Being able to show a rising or stable AOV helps strengthen the financial health of your brand during negotiations.
Traffic Sources and Conversion Rate
Understanding where your visitors come from and how many convert into paying customers is key to showing your digital marketing strength.
Important stats to show:
Percentage of traffic from paid vs organic channels
Bounce rate and time on site
Conversion rates across devices and pages
Top-performing landing pages
Buyers prefer brands with a healthy mix of traffic sources and a proven ability to convert visitors into customers.
Inventory Turnover and Stock Management
Inventory metrics are especially important for e commerce aggregators, who rely on efficient fulfilment models. Stock mismanagement can lead to lost revenue and customer dissatisfaction.
Important inventory metrics:
Inventory turnover ratio (how often stock is sold and replaced)
Average days to sell inventory
Stockout rates and backorder percentages
Fulfilment methods and shipping costs
Well-managed inventory systems reflect operational discipline, which adds value in the eyes of both aggregators and investors.
Return Rate and Customer Satisfaction
High return rates can reduce profit margins and signal product or fulfilment issues. At the same time, excellent customer reviews help boost brand reputation.
What to include:
Return rate as a percentage of total orders
Main reasons for returns and how they’re handled
Average customer rating on platforms like Trustpilot or Amazon
Number of support tickets and resolution time
A business with low return rates and strong reviews is always more appealing to serious buyers.
Email List and Customer Base Size
Your customer database is a valuable asset. It represents potential future revenue and acts as a tool for remarketing, product launches, and retention strategies.
Make sure to share:
Total number of email subscribers
Open and click-through rates
Segmentation and automation setup
Engagement on promotional campaigns
This data proves that your audience is not just big but also engaged and ready to act.
Conclusion: The Power of Preparedness
When the time comes to sell my ecommerce business, presenting the right data is the difference between an average deal and a great one. By tracking, improving, and showcasing these key metrics, founders can attract top-tier buyers—whether it’s a private equity firm or an aggregator.
Ecommerce private equity investors look for strategic value and long-term potential, while aggregators often prioritise operational efficiency and fast profitability. Whichever path you choose, demonstrating control, transparency, and steady performance through metrics will always work in your favour.