Buying An Established E-commerce Business (A Complete FAQs Guide)
Table Of Contents
1. Where Can I Buy An E-commerce Business Online?
You can buy e-commerce businesses on popular marketplaces like Flippa, Empire Flippers, Acquire.com, and Shopify Exchange.
These platforms usually list verified businesses with publicly available financial data (though you may need to sign a Non-disclosure agreement to view this info).
Some brokers like FE International and Quiet Light tend to list larger established e-commerce brands, while smaller stores often sell directly through classified ads or Facebook Groups.
When looking for online stores to acquire, we advise you to always confirm ownership and sales history before paying deposits.
It’s also worth noting that most of the marketplaces usually come with escrow services that offer more protection against scams (there's a ton of them out there!) for first-time buyers like you.
Recommended: Best Marketplaces For Buying E-commerce Businesses
We Help You Buy / Build, Manage and Scale E-commerce Brands for an EXIT
E-commerce Simplified for Busy Individuals – We handle the buying, building, and scaling, so you can focus on what matters.
Growth-Focused Strategies – From sourcing to marketing, we drive growth and prepare you for a profitable exit.
Expertly Managed Exits – We build a high-value brand designed for a Lucrative exit.
2. What Are The Best Marketplaces For Buying Online Stores?
Some of the best marketplaces for buying online businesses include Empire Flippers, FE International, and Acquire.com.
These top platforms usually review listings before approval, reducing fraud risk.
Platforms like Flippa also offer you many affordable options, but you need to do thorough due diligence because anyone can list, including scammers.
Shopify also used to run a store for Shopify-specific stores, the Shopify Exchange, but unfortunately, they closed it down.
You can find more info here on why the platform was closed.
TIP: When choosing a marketplace for buying an existing online business, we advise you to look for ones that verify traffic, use escrow, and offer you post-sale support.
According to Empire Flippers’ 2024 report, verified listings sell 35% faster than self-listed ones.
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3. Can I Buy A Shopify Store Instead of Building One From Scratch?
Yes, you can buy a Shopify store instead of building one from scratch.
Many investors buy existing Shopify stores because they come with proven traffic, sales, and suppliers.
This path helps you save time compared to starting a new store from scratch.
However, keep in mind that you must review the analytics, ad accounts, and customer feedback carefully.
Some of the top platforms we've mentioned above, like Flippa, usually list stores at different profit levels.
This means you can always find a store that fits your budget.
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OVERALL, buying an existing Shopify store gives you a head start, but you have to pay a large amount for that history.
Be sure to always confirm that all the assets—this includes domain, theme, and supplier relationships—transfer with the sale.
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4. How Much Money Do I Need To Buy An E-commerce Business?
The amount of money you need to buy an e-commerce business usually depends on the size and profitability of the business.
Smaller Shopify or dropshipping stores can cost you between $5,000 and $25,000.
On the other hand, well-established private-label brands may sell for $100,000 to $1 million or more.
Brokers often value e-commerce businesses at 2–4× annual net profit. You also need working capital for ads, inventory, and operations after buying.
According to FE International’s 2023 data, the average e-commerce store deal size is around $180,000.
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5. Do I Need Experience To Buy An E-commerce Store?
No, you don’t need experience to buy an e-commerce store. But it helps.
Many first-time buyers successfully acquire existing e-commerce businesses by arming themselves with all the necessary knowledge and seeking the help of experts.
Other beginners prefer starting small in the game and learning as they go.
If you have experience in marketing, finance, or operations, the process can become even smoother for you.
You can also hire freelancers or agencies for ads, design, and logistics to help you run your newly acquired business.
What matters MOST is your curiosity and willingness to analyze data.
Once you understand this, you can easily run an e-commerce store with solid systems part-time with minimal e-commerce background experience.
Recommended: How To Buy An E-commerce Business With No Experience
We Help You Buy / Build, Manage and Scale E-commerce Brands for an EXIT
E-commerce Simplified for Busy Individuals – We handle the buying, building, and scaling, so you can focus on what matters.
Growth-Focused Strategies – From sourcing to marketing, we drive growth and prepare you for a profitable exit.
Expertly Managed Exits – We build a high-value brand designed for a Lucrative exit.
6. Is E-commerce Still Profitable Today?
Yes, e-commerce remains profitable today, but you should keep in mind that competition has gotten tougher.
According to a report by Statista, the global e-commerce sales are projected to reach a whopping $7.9 trillion by 2027.
The profit margins vary across different e-commerce models.
For instance, dropshipping averages 10–20%, while branded or private-label stores earn 25 - 40%.
Profitability also depends on product choice, ad efficiency, and repeat customers.
Buyers who focus on quality niches and automation often outperform those chasing trends.
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7. Should I Buy An Existing E-commerce Business Or Start New?
Whether you should buy an existing e-commerce business or start a new one depends on your unique needs and preferences.
That said, it’s important to note that buying an existing e-commerce business saves you time.
This is because the store already has traffic, suppliers, cash flow, and loyal customers.
Starting a new business from scratch, however, costs you less but takes months to gain traction.
If your desire is to get instant cash flow now, then you can simply buy.
But if you want full creative control and are comfortable testing products, then you can go ahead and build from the ground up.
Many experienced entrepreneurs buy first to learn and then launch new brands using that experience.
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8. What ROI Can I Expect When Buying An E-commerce Business?
The ROI you can expect when buying an e-commerce business usually depends on the type of deal you get.
Most investors usually target 25–40% annual ROI, depending on deal size and operations.
For example;
If you acquire an online store for $100,000 that brings in approx., $3,000 a month, you should expect a return of 36% annually.
REMEMBER: Growth and efficiency can always raise the return rate.
Still at it, you should always expect Ad costs, supplier issues, or algorithm changes can reduce returns.
Treat e-commerce like any other business investment (i.e., high potential but not risk-free.
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9. What Are The Biggest Risks In Buying An Online Store?
The main risks you might experience when buying an online store include:
Inaccurate financials
Unreliable suppliers
Traffic drops
Ad account bans
Depending on a single platform is another huge risk when it comes to an online store.
Take, for instance, an overnight algorithm change in Facebook Ads or Google rankings. This can hugely impact your store’s profit.
From our 6+ years of experience closing many e-commerce business acquisition deals, we always give our clients this piece of advice:
As much as possible, AVOID stores that rely on one winning product or unverified sales screenshots.
And ALWAYS request analytics and use escrow to protect payments.
Recommended: Red Flags To Watch Out for When Buying An E-commerce Business
10. How Do I Know If An E-commerce Business for Sale Has Growth Potential?
To know if an e-commerce business you plan to buy has growth potential, we advise you to look for steady traffic, repeat customers, and underused marketing channels.
If the current owner hasn’t expanded to Amazon, TikTok, or email marketing, those are easy wins.
Don’t forget to review the niche’s search trends using tools like Google Trends and Ahrefs.
Additional indicators of an e-commerce store with strong growth potential include:
Strong product reviews
Growing markets, and
Solid supplier terms
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11. How Do I Buy An E-commerce Business Step by Step?
To buy an e-commerce business, follow this step-by-step guide:
1. Define your budget and niche.
2. Browse verified marketplaces.
3. Review listings and request financials.
4. Perform due diligence on traffic, suppliers, and profit.
5. Negotiate the buying price and terms.
6. Use escrow for payment.
7. Transfer assets and accounts.
8. Get training from the seller.
NOTE: The process of buying an e-commerce store can take anywhere from two weeks to two months, depending on deal size and verification.
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12. What Due Diligence Should I Do When Buying An Online Store?
The due diligence for buying an online store should include checking revenue consistency, profit margins, and supplier reliability.
You should also verify traffic through tools like Google Analytics and confirm ad spend with screenshots or account access.
Be sure to review refund rates, customer feedback, and product reviews.
And most importantly, ask for 12 months of P&L statements and ensure there are no chargebacks or policy violations.
Due diligence is probably the most important part of the buying process.
And you should take your time to ensure you don’t miss anything that could cost you later on.
According to Acquire.com, one of the leading marketplaces for buying and selling e-commerce businesses, poor due diligence is the number-one cause of buyer regret.
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13. What Documents Do I Ask for When Buying An E-commerce Business?
The KEY documents to ask for when buying an e-commerce business include financial documents, legal and operational documents, and digital and marketing assets.
To be more specific, you should request profit and loss statements, tax returns, supplier agreements, traffic analytics, and ad account data.
Also, ask for customer lists, subscription details, and proof of ownership for domains and trademarks.
For larger deals, brokers may require you to sign NDAs before granting you access to these documents.
Organizing and checking each file helps you verify the business's real performance.
Recommended: 7 Key Documents To Request When Buying A Business
14. Do I Need A Broker Or Lawyer When Buying An E-commerce Business?
Yes and No. You may or may not need a broker or lawyer when buying an e-commerce business.
If you’re looking into a deal, say under $50,000, you can handle most of the process yourself if you use a trusted marketplace.
Recommended: Questions To Ask A Business Broker Before Buying A Business
For larger deals, however, hiring a broker or lawyer is important to ensure legal protection and a smooth transfer.
Brokers usually charge 10–15% commission but provide valuation, listing verification, and escrow services.
Hiring legal help is worth it for complex contracts or when the business has employees or multiple suppliers.
Recommended: Do You Need A Lawyer To Sell A Business?
15. How Do I Verify The Traffic And Sales Numbers Of An E-commerce Store?
To verify the traffic and sales numbers of an e-commerce store on sale, you should ask for read-only access to Google Analytics and Ad dashboards.
Match the reported revenue with platform sales data from Shopify, PayPal, or Stripe.
Review the store’s traffic sources (this includes direct, paid, and organic traffic). And check for sudden drops or spikes.
Tools like SimilarWeb can help you cross-check public data.
We always advise our readers to avoid stores that refuse access or share only screenshots.
Recommended: How To Verify Traffic Sources When Buying An E-commerce Business
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16. What Metrics Matter When Buying An E-commerce Business?
When evaluating an e-commerce business to buy, you should focus on metrics that show both current profitability and long-term sustainability.
Start with the profit margin to confirm the business is actually making money after all operating costs.
Then look at the conversion rate to understand how effectively the store turns visitors into buyers.
Your customer acquisition cost (CAC) is also critical because it tells you how much you need to spend to gain a customer.
Compare this to the customer lifetime value (LTV). A strong business will generally have an LTV that is at least three times higher than the CAC since this indicates that marketing efforts are paying off.
Beyond that, examine consistent traffic patterns, repeat purchase rates, and the percentage of revenue coming from returning customers.
Also, review refund and chargeback rates since high levels can be a warning sign of product issues or weak customer experience.
Finally, evaluate ad spend efficiency to ensure scaling will not destroy profit margins.
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17. How Many Months of Financials Should I Review Before Buying?
You should ask for at least 12 months of verified financials when buying an e-commerce store.
For seasonal products, request up to 24 months. This helps you see sales cycles and detect any sudden drops.
Reviewing longer data sets makes valuation more accurate.
Keep in mind that reputable brokers and experienced sellers usually expect buyers to request this level of documentation.
So, if a seller refuses to provide full-year records, that is often a warning sign.
Thoroughly reviewing the business financials enables you to make a more accurate valuation (and thus give you better negotiation leverage).
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18. Which E-commerce Models Are Best for Buying?
When buying an e-commerce business, private-label and branded stores generally offer the strongest long-term stability because you control the product presentation and customer experience.
These businesses usually have higher margins and stronger brand loyalty.
Subscription-based models are also appealing since recurring revenue creates a more predictable cash flow and reduces dependence on constant new customer acquisition.
Dropshipping is easier and cheaper to start, but it often comes with thinner margins, slower fulfillment, and less brand defensibility.
We advise you to choose the model that aligns with your available capital, risk tolerance, and willingness to manage supply chain or inventory complexity.
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19. How Do I Scale My E-commerce Business After Purchasing?
Once you acquire an e-commerce business, one of the first things you should do to grow it is to strengthen the existing foundations rather than rushing into new initiatives.
You should:
Review existing ad campaigns, product pages, and email flows to identify quick optimizations.
Improving conversion rate, reducing cart abandonment, and increasing average order value through upsells or bundles can boost revenue without increasing traffic.
Work on retention by enhancing customer service, loyalty programs, and post-purchase communication since returning customers are usually far more profitable than new ones.
After you have maximized what is already working, you can begin testing new acquisition channels.
This may include TikTok Ads, influencer collaborations, affiliate programs, or content-driven SEO, depending on where your target audience spends time.
You can also expand by launching complementary products that fit your current customer needs or by offering international shipping if logistics allow.
Scaling should be methodical and data-driven: improve efficiency first, then increase reach.
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20. How Do I Prepare The Business for Resale Later?
If you plan to resell your e-commerce business later, we advise you to focus on making it as streamlined and low-maintenance as possible.
Keep clean financial statements and separate business accounts from day one.
Automate routine tasks such as fulfillment, email flows, and reporting.
Document standard operating procedures so new owners can step in easily.
Diversify traffic sources to reduce dependence on a single platform.
Buyers tend to pay higher multiples for businesses with stable profits, predictable growth, and low owner involvement.
This preparation directly increases your eventual resale value.
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21. What Trends In E-commerce Should I Watch Before Buying An E-commerce Business?
Some top trends to look out for when buying an established e-commerce store include AI-powered personalization, fast delivery expectations, and short-form video marketing.
All these are some of the top trends that are shaping e-commerce this year.
Sustainability and ethical sourcing are additional trends influencing buyer behavior. Niche brands that focus on quality and storytelling perform better than generic stores.
Recommended: 8 Trends Shaping E-commerce Business Acquisitions This Year
22. How Do I Pick A Niche That Still Has Potential If I Buy An Existing Store?
If you want to pick a profitable niche with real long-term potential when buying an existing store, then we advise you to focus on niches that show:
Consistent search demand
Repeat purchase behavior
Low saturation from overly similar products
So, how exactly do you find such niches? It's pretty simple...
You should start by reviewing the store's analytics to see what products already perform well.
Then, verify the niche's momentum using free tools like Google Trends and keyword research platforms.
Aim for niches that show stable interest rather than sharp spikes.
Next, you should check marketplace competition on platforms like Amazon, Etsy, or major dropshipping directories.
This will give you a good idea of whether top sellers are heavily commoditized or whether there’s still room to differentiate with better branding or product bundles.
That said, some of the evergreen niches with strong historical performance include health and wellness, pet care, hobbies, and home organization.
Keep away from one-product fads or products tied to temporary viral trends since these often burn out quickly and lose value once the excitement fades.
Recommended: 10 Most Profitable E-commerce Niches For Acquisition In 2025
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Check out this video that goes into full detail on how to build wealth through e-commerce brand acquisitions:
Final Word
Buying an established e-commerce business can help you fast-track your way into online business ownership. But it requires patience, research, and verification to ensure a successful acquisition. When looking for an existing e-commerce store to buy, we suggest focusing on verified listings and taking your time to analyze numbers (not promises). A good online store with clean systems can deliver real profits while teaching you how to scale smarter.
You Can Own A Profitable E-commerce Business In 60 Days
If you've decided that you want to skip trial and error and step into a ready-to-run e-commerce store, our Smart Acquisition Framework helps you acquire undervalued, high cash flow brands ready to scale. You get the business plus the playbook to grow it. We handle sourcing, analysis, negotiation, and transition for you. If you want a profitable store in your hands fast, we can make it happen.
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