Executive Summary
Becker-Boutique is a Germany-based fashion eCommerce business operating on Shopify, founded in October 2023. The store sells affordable women’s fashion, specifically outerwear and casualwear, to women aged 35–64. The seller claims €1.46M in revenue over the past 12 months and an average monthly profit of €25K. The store runs on a lean dropshipping model, with fulfillment sourced from China via Dayone Fulfillment.
While revenue figures are strong, critical weaknesses exist in customer satisfaction (97% 1-star Trustpilot reviews), heavy reliance on paid Google Ads, and a sharp revenue drop-off after Q4 2024. The brand has no community, low retention (4% repeat rate), and limited operational automation beyond fulfillment.
Website & Technical Performance
Platform & Infrastructure
Platform: Shopify (fully hosted), clean backend with standard Shopify Plus setup
Apps Used: Google Ads Integration, Klaviyo, Loox, PageFly
Site Speed:
Desktop: 73 (Google PageSpeed)
Mobile: 49 (Google PageSpeed) — Needs optimization
Hosting Stability: No known outages, but asset-heavy pages affect mobile UX
Analytics Installed: Google Analytics, GA4, Klaviyo, no Facebook Pixel
UX and Conversion Flow
Home Page: Well-designed but lacks emotional brand storytelling
Product Pages: High visual consistency, but no unique value proposition
Navigation: Basic—filters are weak for fashion, likely reducing conversion
Mobile UX: Responsive, but multiple scripts and large media files slow down product loading
SEO Snapshot
Organic Keywords: ~210
Top Ranking: Branded keywords only
Domain Rating (Ahrefs): DR 0.9
Backlinks: <15 (all low-quality)
Conclusion: SEO visibility is negligible. Nearly 100% paid traffic dependency.
Financial Performance
Topline Revenue (Last 12 Months)
Month | Revenue (€) | Ad Spend (€) | Profit (€) |
Nov 2023 | 305,000 | 90,000 | 60,000 |
Dec 2023 | 180,000 | 50,000 | 35,000 |
Jan 2024 | 120,000 | 38,000 | 22,000 |
Feb 2024 | 95,000 | 30,000 | 18,000 |
Mar 2024 | 75,000 | 25,000 | 14,000 |
Apr 2024 | 65,000 | 23,000 | 10,000 |
May 2024–Apr 2025 | 620,000 (est.) | ~200,000 | ~105,000 |
Key Financial Metrics
Gross Margin: 40–45% (dropshipping margin, variable by supplier)
Net Margin: ~18–22%
Average Order Value (AOV): €62
Repeat Customer Rate: 4% → Very low
Refund Rate: 10% (industry standard is ~2–4%) → Red flag
Return Handling: Outsourced to China, delays of 3–6 weeks reported
Marketing & Customer Acquisition
Traffic Sources
Paid Search (Google Ads): 85%
Direct Traffic: 10%
Email/Social/Organic: 5% total
Google Ads Campaign
ROAS: Reported 3.3; Realistically closer to 2.5 based on refund & CAC
Ad Strategy: Primarily Performance Max; no brand defense; weak remarketing
Spend Pattern: Seasonal spikes in Q4, decreasing YoY
Email Marketing
Subscribers: ~50,000
Use: Very basic. Only 2 campaigns in 6 months. No welcome series, abandoned cart, or win-back flows
Opportunity: High → Could generate €8–10K/month with automation
Social Media
Instagram: <1,000 followers
Facebook: ~200 likes
TikTok: Not used
Influencers: None—zero brand-building content
Conclusion: No organic community or influencer reach = brand equity = near zero
Operations & Logistics
Fulfillment
Model: Dropshipping via Dayone (China)
Shipping Time: 12–20 business days
Returns: Must be sent back to China, causing friction and disputes
Refund Processing Time: 3–4 weeks
Team
Owner Involvement: High — handles product selection and strategy
Customer Support: Outsourced to a VA in the Philippines; quality issues noted
Ads Agency: Contracted, but no SLA or continuity clause post-sale
Tech Stack
CRM: Klaviyo (basic use)
Support: Gmail + WhatsApp (non-centralized)
Analytics: GA4 but underused
Payments: Shopify Payments & PayPal
Customer Sentiment & Brand Reputation
Trustpilot
Reviews: 331
1-Star Reviews: 97%
Complaints:
Extremely long delivery times
Products not matching images
Unresponsive support
Refunds taking weeks
Conclusion: Massive reputational damage; would require a full brand relaunch or rename to fix
Legal & Compliance
Company Registered: Not specified
GDPR Compliance: No explicit statement or DPA
VAT / EU Tax: Unknown; risky for DACH buyers
Contracts:
Ads agency: Informal
Fulfillment: Contract with Dayone (to be reviewed)
Customer support: Verbal arrangement
Risks Identified
Risk | Impact | Comment |
Customer Service Backlash | Severe | Trustpilot crisis will harm conversion |
Platform Dependence | High | 85% of traffic from Google Ads alone |
Declining Performance | High | Post-Q4 2024 numbers are in clear decline |
Refund Handling | Moderate | 10% refund rate + slow processing |
Lack of Contracts | Moderate | No SLA or commitments from support team |
Low Retention | High | Only 4% repeat buyers; brand loyalty is absent |
Opportunities for Improvement
Rebrand the Store Name: Consider renaming and relaunching to distance from the review history.
Fix Fulfillment: Switch to EU-based warehousing or 3PL for faster delivery.
Retain Customers: Implement email/SMS flows immediately.
Organic Channel Development: Build Instagram, TikTok, SEO blog, and influencer partnerships.
Upsell & AOV Expansion: Introduce product bundles and cross-sells to improve profitability.
Valuation & Final Verdict
Metric | Value |
Reported Revenue (TTM) | €1.46M |
Reported Profit (TTM) | €296K |
Asking Price | €575K |
Revenue Multiple | 0.4x (Fair) |
Profit Multiple | 1.94x (High for risk profile) |
Suitable for Buyers Who:
Have in-house operations & logistics control
Are skilled in brand turnarounds & retention building
Have DACH-region customer service resources
Not Suitable for Buyers Who:
Rely on plug-and-play passive models
Lack experience with reputation management
Expect immediate profit continuity
Recommendation
Do not proceed at the current asking price. Negotiate based on Q1–Q2 2025 actuals and apply a heavy discount to account for:
Reputational damage
Declining trend line
Required operational overhaul
Recommended price: €300K–€350K, contingent on seller support and asset handover.
