Methodology

How TrustProfit verifies revenue, ranks stores for discovery, and estimates valuations for the brands listed for sale. Last updated 2026-05-29.

What we measure

Every listing tracks monthly revenue, monthly profit, order volume, average order value (AOV), profit margin, and month-over-month revenue change. We also keep a nine-month history so you can see the trend, not just a single snapshot.

Where the data comes from

Revenue, orders, AOV, and month-over-month change for verified stores are imported directly from the store’s Shopify or WooCommerce account through MerchantFlow, and they carry the verified badge. Profit and margin are self-reported: they depend on the seller having connected all of their cost of goods, shipping, advertising, and fee data in MerchantFlow. Treat verified live metrics as authoritative and confirm self-reported profit during due diligence.

The verification handshake

A store becomes verified when its owner federates from MerchantFlow over an OAuth-style handshake. That handshake proves the person controls the underlying Shopify or WooCommerce account, links the listing to the MerchantFlow tenant, and flips the listing from self-reported to verified. Ownership and metrics are only ever derived from that verified handshake, never from anything a visitor types in.

How often data updates

Verified metrics refresh from the connected platform on a twice-daily scheduled MerchantFlow sync. The leaderboard ranking is recomputed hourly, so positions shift as stores grow or decline.

How ranking is computed

By default, stores are ranked by monthly revenue, highest first. You can re-sort the leaderboard by profit, margin, biggest movers (month-over- month change), lowest valuation multiple, or newest listings. When you sort by anything other than revenue, the displayed “#” reflects that sort order rather than the canonical revenue rank.

How we estimate valuations

For stores that are for sale, the multiple is the asking price divided by trailing annual profit, a quick gauge of how aggressively a store is priced. The estimated fair rangeshown on each listed store applies a profit-multiple band (currently about 2.4× to 3.8× trailing annual profit) to frame negotiations. These figures are automated estimates, not a formal appraisal or an offer.

Anonymity and the NDA model

Sellers may list anonymously. While a listing is anonymous, its real name and domain are masked behind a deterministic verified-… handle, and only public facts (rank, revenue, platform, and category) are shown. Identity, domain, and full profit-and-loss detail unlock for a specific buyer only after that buyer submits an offer and both parties execute an NDA. Acquisitions then move through Escrow.com before any assets or funds change hands.

What we don’t guarantee

TrustProfit verifies that live metrics come from the connected platform; it does not audit a seller’s self-reported profit, cost structure, or business claims. Valuation estimates are informational. Always conduct your own due diligence before making or accepting an offer.

Corrections

Spotted something that looks wrong? Store owners can claim and verify their listing to correct the record, and anyone can reach us through the contact details in our privacy policy.