E-commerce Business Valuation Calculator | Berngate
Berngate · E-commerce Store Valuation
What is your e-commerce store worth?
Built for online product businesses — Shopify, WooCommerce, Amazon and multi-channel stores selling physical goods. Buyers price e-commerce on your seller's discretionary earnings (SDE) and the things that make a store durable: who owns the customer, where traffic comes from, how much rides on one platform, and how repeatable your sales are. Enter your numbers for an indicative sale range, plus stock on hand.
Your store
Trailing twelve months (TTM), in AUD.
Total sales over the last 12 months.
Profit after all costs (COGS, ads, apps, fees, wages) as reported — before owner add-backs.
What counts as an add-back for an e-commerce store?
Add-backs turn reported profit into SDE (seller's discretionary earnings) — the true earnings available to one working owner. Common e-commerce add-backs:
Your salary / drawings above a replacement wage for the hours you actually work.
Personal & discretionary costs run through the business — vehicle, travel, home office, subscriptions.
One-off / non-recurring costs — a website rebuild, a bad ad campaign, legal setup, one-time equipment.
Owner-specific expenses a buyer wouldn't inherit.
Total them and enter here. Net profit + add-backs = SDE, the figure your multiple is applied to.
Sellable stock at cost price. Inventory is normally transferred on top of the business value, not included in the multiple.
Owning the brand and product commands the highest multiples; dropship the lowest.
Heavy reliance on Amazon/eBay adds platform risk and lowers the multiple; owning your store and customer list raises it.
Organic, direct and email traffic is durable and cheap. Total dependence on paid ads is fragile — and buyers know it.
Repeat and subscription revenue is the single biggest lever on an e-commerce store's multiple.
Outsourced fulfilment (3PL) and a small team make it transferable — and worth more.
Indicative sale range (incl. inventory)
$—–$—
Enter your net profit and add-backs to begin.
SDE
$—
Net profit + add-backs
Applied multiple
—
Low – high, your profile
Business value
$—
Ex-inventory (SDE × multiple)
+ Inventory at cost
$—
Added on top
Pricing and how fast an e-commerce store sells
Priced toward the lower end — you attract more buyers (including aggregators and first-time acquirers), create competitive tension and typically close faster.
Priced toward the higher end — you need the strategic buyer who values the brand, list and growth runway. Better price, but a longer, more selective process.
Clean, verifiable numbers sell fastest. Store analytics, ad accounts and P&L that reconcile remove buyer doubt — and defend your price in due diligence.
Get a real valuation for your store
This is a guide. A proper e-commerce valuation digs into your cohorts, margins, ad efficiency, supplier terms and buyer landscape. Let's work out what your store is truly worth — and position it to sell.
