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Ecommerce business valuation calculator

A typical ecommerce store is worth about 2.4× to 3.8× its trailing annual profit. Enter your profit below for an instant fair-value range: a store earning $120,000 a year in profit is worth roughly $288,000 to $456,000. It’s a negotiation starting point, not a formal appraisal.

Estimated store value

Fair-value range

$288,000 – $456,000

2.4x–3.8x trailing annual profit · $120,000/yr

Estimate based on a 2.4x–3.8x multiple of trailing annual profit — a starting point for negotiation, not a formal appraisal. Profit is self-reported; verified, growing, low-owner-involvement stores list toward the high end.

How ecommerce stores are valued

Most small-to-mid ecommerce businesses are priced on a multiple of profit, not revenue. The market multiple for an established Shopify or WooCommerce store sits in a band of roughly 2.4× to 3.8× trailing annual profit (or SDE, seller’s discretionary earnings, which adds the owner’s salary back). Two stores with the same revenue can be worth very different amounts if their margins differ, which is why buyers anchor on profit.

What moves the multiple up or down

Within the band, stores command more when revenue is verified, growth is positive and durable, the brand owns its customer relationship, traffic is diversified rather than dependent on one ad channel, and the business runs with little owner involvement. Concentration risk, declining revenue, thin or unverified margins, and heavy founder dependence pull toward the low end. TrustProfit verifies revenue through MerchantFlow; profit and margin remain seller-reported until confirmed in due diligence.

Frequently asked questions

How do I value my ecommerce business?

Value an ecommerce business by multiplying its trailing annual profit by a market multiple. Most established stores sell for about 2.4x to 3.8x annual profit (or SDE), so a store earning $120,000 a year in profit is typically worth roughly $288,000 to $456,000. Verified revenue, steady growth, and clean books push toward the high end.

How much is my Shopify store worth?

A Shopify store is generally worth about 2.4x to 3.8x its trailing annual profit. A store profiting $5,000 a month — $60,000 a year — is therefore typically worth about $144,000 to $228,000. Recurring revenue, low owner involvement, diversified traffic, and verified growth raise the multiple.

What multiple do ecommerce stores sell for?

Most small-to-mid ecommerce stores sell for a profit multiple of about 2.4x to 3.8x trailing annual profit (equivalently, an SDE multiple). Larger businesses, roughly $5M and up, are valued on EBITDA multiples instead. TrustProfit shows each listed store's actual asking multiple so you can compare.

How is the estimated fair valuation range calculated?

TrustProfit applies a profit-multiple band — currently about 2.4x to 3.8x of trailing annual profit — to produce the low-to-high estimated fair range shown on each listed store. It is an automated estimate to frame negotiations, not a formal appraisal.

Is profit or revenue used to value a store?

Profit, not revenue, drives most ecommerce valuations. Two stores with identical revenue can be worth very different amounts if their margins differ, so buyers price on trailing annual profit or SDE. Pure revenue multiples are mainly used for high-growth, pre-profit brands.

What's the difference between verified and self-reported metrics?

Live metrics (revenue, orders, AOV, and month-over-month change) come straight from Shopify or WooCommerce via MerchantFlow and carry the verified badge. Profit and margin are self-reported: they depend on the seller having connected all of their COGS, shipping, advertising, and fee data, so confirm them during due diligence.

Related tools & terms

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See our methodology for how TrustProfit verifies revenue and estimates valuations.