E-commerce Business Broker Fees Explained (2026 Guide)
1. Commission Fees (Success Fee)
The commission is the fee everyone talks about, and for good reason. It usually takes the biggest bite out of your payout.
The broker only earns this fee when your business sells, which is why many people call it a success fee.
It’s a straight percentage of your final sale price.
For most e-commerce businesses, the number you’ll hear is pretty standard:
Small To Mid-sized E-commerce Stores
The broker commission for small to mid-sized deals falls within an 8 to 12% range.
This is the range that Website Closers and other online business brokers commonly report.
The International Business Brokers Association backs this up, too…
Their data shows that “Main Street” deals often land between 8 and 15 %, and they point out that many brokers also set a minimum amount they expect to earn.
Once you reach higher price points, the model starts to shift…
Bigger E-commerce Store Deals
Bigger deals often use a tiered setup. A common approach is something like 10% on the first million, 8% on the next chunk, then 6% after that.
Website Closers lists this type of sliding scale as the Double Lehman structure.
And if the deal is very large or has unusual moving parts, the broker and seller might agree on a totally custom rate.
Circle of Intrapreneurs notes that percentages can drop quite a bit once the price tag climbs.
If you are wondering why the range is so wide, the reason is simple;
Brokers adjust their fees to match the work and the risk.
Some deals need deep buyer outreach, heavy prep work, and long negotiations. Others move faster.
The commission reflects that level of effort, so the broker prices it based on how hard they think the sale will be.
Related: How Much Can You Sell Your E-commerce Business In 2025?
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2. Upfront Fees (or Retainers)
Some brokers ask for money before anything happens. This can feel annoying, but it has a reason behind it.
A retainer covers the early work they do to get your business ready for buyers.
This includes pulling your numbers together, building a summary of your business, and preparing the listing.
Retainers vary a lot.
Many brokers charge somewhere between two thousand and ten thousand dollars, and some will credit that fee toward their commission if the business sells.
The catch is simple;
Some brokers refund or credit the retainer. Some don’t. A few keep it even if the business never sells.
That is why you need to read the agreement closely instead of assuming anything.
The retainer also tells you something about the broker. A broker who charges one may be trying to filter out owners who are not serious.
A broker who does not charge may depend fully on the sale closing.
Neither is good nor bad on its own, but it helps to understand why the fee is there.
3. Minimum Fees
Minimum fees surprise a lot of sellers, especially owners of smaller stores.
A broker may say they can sell your business, but they also want to make sure they earn enough to justify the time they put in.
To protect their time, they set a floor.
This is the minimum amount they expect to earn, even if your business sells for less than expected.
Many firms set this minimum around ten to fifteen thousand dollars. This is noted in several small business broker reports and guides.
It makes sense when you think about how long a sale can take.
A deal that drags on for months is a real commitment for a broker.
The minimum keeps them from spending dozens or hundreds of hours for almost nothing.
As the seller, the important thing is to check whether the minimum applies in your case.
If your expected sale price is modest, the minimum may matter more than the percentage.
4. Tail Clauses
The tail clause is the one fee that catches almost everyone selling their e-commerce business off guard.
It shows up in nearly every broker agreement, but most sellers skip over it because the wording is dry and easy to ignore.
A tail clause means the broker still gets paid if a buyer they introduced ends up buying your e-commerce business after the agreement ends.
Many brokers set the tail window at six to twelve months, which is what several advisory firms and business broker guides report.
This clause protects brokers from sellers who try to cut them out by waiting until the contract expires.
But it can also limit your freedom if you find a buyer later.
The key is to understand who counts as a broker-introduced buyer and how long the tail lasts.
You can negotiate this, and you should. A shorter tail is always better for you.
Related: When Is the Right Time To Sell Your E-commerce Business?
5. Marketing and Listing Costs
Marketing fees depend entirely on the broker’s style.
Some brokers handle everything in-house and bundle the cost into their commission.
Others break the cost out and charge you separately.
Marketing and listing costs are simply the fees that cover things like:
Your e-commerce business listing, your business summary, platform ads, presentation materials, and sometimes financial modeling.
Website Closers notes that marketing fees can range from a few hundred dollars to several thousand dollars.
The difference depends on how polished the materials are and how much outreach the broker plans to do.
If a broker is pushing your business to a big network of buyers or preparing a sharp presentation, the cost goes up.
Before you sign anything, we advise you to ask for a clear list of what the marketing fee includes.
You want to know exactly what you are paying for and whether it actually helps your sale.
Related: Where To Sell Your E-commerce Business (5 Top Options)
Sell Your E-Commerce Business Fast
At TrendHijacking, we help you connect with serious investors who are ready to buy e-commerce businesses like yours.
We check all the numbers and present your business in the best light. Our pre-vetted buyers skip the “is this real?” stage, so you can get a better price and close faster.
Submit your business details today and make selling simpler, faster, and more profitable.
6. Legal, Accounting, and Due Diligence Costs
These fees do not go to your broker, but most sellers pay them during the sale.
You will likely need a lawyer to review the asset purchase agreement, draft transfer documents, and check anything that could expose you to risk after the sale.
Lawyers who handle business sales often charge anywhere from three thousand to ten thousand dollars or more.
The exact fee depends on how simple or messy the deal is. This range appears across several law firm and business sale cost reports.
You may also need an accountant. Buyers often want clean financials, tax returns, and clear breakdowns of revenue and expenses.
If your books are already clean, this is easy. If your books are a bit messy, this part can cost you more.
Some brokers offer help with your numbers, but this usually does not replace real accounting work.
Treat these costs as part of selling the business, because they almost always come up.
Related: Key Legal Steps For Selling An E-Commerce Business In 2026
7. Tax Impact
Broker fees feel painful when you see them on paper, but the tax impact helps soften the hit.
Many selling expenses, including broker commission and legal costs, count as selling expenses.
This means you can usually deduct them from your sale proceeds.
Several tax guides and CPA firms explain this as standard practice when reporting a business sale.
Still, tax rules depend on structure.
You want to check with a tax professional so you do not miss deductions or file the sale incorrectly.
This is a small step that can save you a large amount of money.
Smart Ways To Reduce Broker Costs When Selling An E-commerce Store:
Fortunately, you can make a few simple moves to help cut your total fees or at least stop you from paying for things you do not need, as outlined below:
#1. Ask the broker for all commission options upfront. Some will offer a tiered structure if you request it.
#2. Ask clear questions about the retainer. You want to know if it is refundable, credited, and when it is due.
#3. Push for a shorter tail clause or a clearer definition of which buyers count.
#4. Get your broker to provide you with a complete list of marketing costs before signing anything.
#5. Keep your financials in good shape. Clean books usually reduce legal and accounting hours.
#6. Talk to more than one broker. You’ll be surprised how widely the pricing varies as you move from one broker to another.
While the above simple steps do not completely remove the fees, they give you more control over the process.
Related: How To Sell An Online Business In 2026 (9 Little-Known Steps)
Conclusion
Selling an e-commerce business through a broker involves several types of fees.
The largest is usually the success-based commission, which often ranges from 8% to 12% for smaller businesses.
But you should also watch for upfront retainers, minimum fees, tail clauses, marketing costs, and legal or accounting fees.
Knowing these fees in advance helps you negotiate better and avoid surprises.
Our Expert Advice: Instead of just asking a broker for a “fee estimate,” we advise you to dig into what exactly they will charge, when they will charge it, and how that aligns with your goals.
This way, you keep more of your hard-earned money when the business finally sells.
Let’s Make Your Sale Easier
At Trend Hijacking, we help you sell your e-commerce business to serious, acquisition-ready buyers who are ready to move fast.
We check your numbers, prepare your business for buyers, and present it in a way that helps you secure a stronger offer.
Our pre-vetted buyers skip the early doubt stage, which helps you close quicker and with less stress.
Share your business details now to get started.
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