Executive summary (Overview)
This is a small, profitable custom-stickers eCommerce business (founded ~2022) that sells fast-turn custom stickers and a few related SKU types. Per the Flippa summary you provided, trailing-12-month revenue is $307,025.86 with $64,108.88 profit (≈ 21% margin) and strong YoY growth reported for 2024. The site positions itself on speed, easy proofing and free shipping for standard orders. The public store shows a small, focused product catalog (product types / price points) and visible customer reviews.
Website Performance & Key Metrics
What we can see (public):
Site live and active — clear product funnels and "approve artwork" workflow.
Catalog size (public collection): the store’s visible collection shows ~7 product types / collections (e.g., die-cut, clear, bumper, set packs). That suggests a narrow SKU breadth on the front end.
Production & shipping policy (public): standard jobs ship ~5 business days after proof approval; larger quantities 7–10 days. Good to set customer expectations but also a capacity constraint for rush jobs.
Reviews: multiple on-site review widgets / Loox listing (public), generally positive snippets shown. Useful social proof but we should verify volumes & authenticity.
Missing / needs seller access (must request):
Page speed & Core Web Vitals (we did not run PageSpeed; seller/tech must provide PSI reports or GA/GTM access).
Accurate SKU count & inventory matrix (the public catalog shows product types but SKUs may be combinations of size/finish/qty — ask for Shopify/Shopify CSV export).
Real GA4 / Shopify conversion rate, sessions, channel breakdown (organic vs paid %), device split. Public pages can’t provide true conversion or traffic.
Repeat customer rate / LTV (can't verify from public pages — ask seller for cohort reports).
Real CAC & ad spend history (need ad accounts access / invoices).
Quick design & UX note (public view): clean, transactional layout with clear CTAs (Upload / Approve). Good for conversions but limited storytelling, SEO content, and category depth — an opportunity.
Financials
Numbers below use the Flippa / file data you gave. We still need proof (Shopify payouts, Stripe/PayPal, bank statements and tax returns) to verify these.
Metric | Value (source) |
Trailing 12-month revenue | $307,025.86 (Flippa summary you provided) |
Trailing 12-month profit | $64,108.88 (Flippa summary) |
Profit margin | ~21% |
Monthly revenue (avg) | $25,038 (provided) |
Monthly profit (avg) | $5,342 (provided) |
AOV | $44.00 (provided) |
Orders (total) | 8,829 (provided) |
Customers (total) | 35,920 (provided — inconsistent with orders, see notes)** |
Email list size | 35,735 (provided) |
Profit multiple | 1.6× |
Revenue multiple | 0.4× |
Notes / red flags on the numbers: the customer / orders / email list counts are inconsistent (customers > orders). That suggests either the metrics are being reported differently (e.g., email subscribers ≠ buyers) or the dataset is messy. This must be clarified with the seller and verified via Shopify/Payments exports.
Marketing — Paid & Organic:
Organic (what we see):
On-site review/social proof is present; social profiles exist (Facebook/Instagram) but public visibility appears modest. Search-visibility is low (no clear SimilarWeb / high organic traffic indicators). This aligns with a low domain authority / limited SEO footprint — opportunity to scale organic with content & link building.
Paid (unknown but critical to verify):
No public ad account data. We need to see AdWords & Meta Ads spends, creatives, campaigns, ROAS, and audience targeting to assess CAC & scalability.
Immediate marketing opportunities:
Improve SEO & content: create landing pages for B2B/custom solutions, “how it works” guides, use cases (breweries, events, packaging), and blog posts that capture high-intent keywords.
Email re-engagement: large email list (35k+) — run re-engagement + welcome + cart abandonment flows; segment by past buyer vs subscriber.
Paid acquisition (low-hanging): test branded + high-intent generic keywords (e.g., “custom die cut stickers fast”), and remarketing to site visitors.
B2B outreach & wholesale: add a dedicated wholesale / bulk order page and targeted LinkedIn / cold outreach for bulk event/brand orders.
UGC & creator marketing: creators and small brands tend to be sticker buyers — use Instagram/TikTok content + micro-influencers.
Sample CAC math (illustrative) — this shows why current economics must be verified before spending more on ads.
(Conversion = orders / visitors; AOV = $44; margin ≈21% → profit per order ≈ $9.24)
If CPC = $1.00 and conversion rate = 2% → clicks needed per order = 50 → CAC = $1.00 × 50 = $50 (much larger than profit per order).
If CPC = $0.50 and conversion rate = 3% → CAC = $0.50 × (1/0.03≈33.33) = ≈$16.67.
(Quick table, select cells):
CPC | Conv rate | CAC |
$0.50 | 1% | $50.00 |
$0.50 | 2% | $25.00 |
$0.50 | 3% | $16.67 |
$1.00 | 2% | $50.00 |
$2.00 | 2% | $100.00 |
Takeaway: with current AOV ($44) and reported margin (~21% → profit ≈$9/order), paid acquisition must be extremely cheap or rely on LTV from repeat purchases. This is why we need exact CAC, repeat rate, and LTV from the seller before validating paid scaling. (All example math above is illustrative — please request ad history from the seller.
Operational Efficiency
Public clues:
Proof approval workflow and production steps are documented publicly — e.g., “upload → approve proof → production → ship”. Production lead times for standard items ~5 business days after proof; large jobs 7–10 days. This implies in-house printing capability or a tightly integrated 3PL/print vendor.
What to verify with seller (must ask):
Is printing done in-house or outsourced? If in-house, get equipment list, maintenance records, capacity limits, and workforce details. If outsourced, get supplier contracts, SLAs, lead times and margins.
Current fulfillment costs and shipping integrations (UPS/USPS negotiated rates). Free shipping policy must be stress-tested for larger orders.
Order processing time breakdown (average time from order → proof → production → ship).
Returns, reprint, and quality control rates (defect / reprint %).
Any dependencies on 3rd-party design teams or contractors (design services that produce uploadable files).
Operational risk: single supplier or single machine reliance (if present) is a material risk — confirm redundancy.
Customer Data & Relationships
Public & provided data:
Email list ~35,735 (provided). On-site newsletter CTA active.
On-site reviews (Loox / widgets) present and positive.
Questions / actions:
Request Shopify exports: customers table, orders CSV, and email open/click data. Reconstruct actual repeat rate and true LTV.
Ask for segmentation: percentage of revenue from top X customers (concentration risk).
Confirm SMS presence (if any), flows (welcome, cart abandonment, post-purchase), and average open/click rates.
Customer relationship note: The large email list vs relatively low order count suggests opportunity to monetize existing list (reactivation campaigns, bundles, subscription offers). But it also signals likely list decay — verify deliverability and engagement metrics before relying on it.
Legal & Compliance Due Diligence
Public evidence:
Site has a Privacy Policy that includes Californian consumer rights clauses (good sign they at least have a policy), and a Terms/Contact/Address page listing a U.S. address (Winston-Salem, NC).
Key legal items to request / verify:
Proof of ownership — business registration, EIN, or seller identity.
Payment & tax records — 6–12 months of Stripe/PayPal/Shopify payouts + bank statements + last 2 tax returns.
IP & trademark — confirm domain transfer ability, trademark clearances for brand name, and any third-party IP claims (printing copyrighted logos uploaded by customers can create exposure). Ensure TOS indemnity language and seller history of DMCA/claims.
Customer dispute metrics — chargeback rates, outstanding claims, and refund volumes.
Employee / contractor agreements — especially any 3rd-party designers or key ops staff; any non-compete or retention concerns.
Supplier contracts — review termination clauses & transferability.
Data privacy compliance — verify GDPR/CCPA processes and confirm if customer data can be exported/transferred during acquisition.
Special risk: Because sticker shops print user-uploaded art, there is a copyright risk if customers upload infringing logos/characters. Confirm indemnities and how the company screens uploads (terms + manual review).
Key Insights
Healthy margins reported (~21%) and strong YoY growth reported for 2024 (per Flippa data you supplied). This is attractive if verified.
Lean product line (few product types shown publicly) — simplifies operations but limits cross-sell / upsell potential.
Large email list relative to orders — suggests immediate low-cost revenue opportunity via re-engagement, but also a risk of list decay or inflated subscriber counts.
Operationally capable (publicly stated production process + 5 business day lead) — indicates they can deliver but may have capacity limits for big scaling.
Challenges Identified / Red flags:
Data inconsistencies (customers vs orders vs email list) — must reconcile with Shopify exports.
Unknown CAC & channels — scaling paid acquisition is impossible to validate without ad accounts & spend history.
Low public SEO footprint / small product depth — organic growth currently limited; may require investment to scale traffic.
Potential IP risk from user-uploaded art (copyright exposure) — request indemnity history.
Valuation multiples low (0.4× revenue, 1.6× profit) — could indicate risks or a motivated seller; confirm that growth is repeatable.
Recommendations:
High priority (ask seller before offer):
Provide verified financials: 12–24 months of Shopify payouts/Stripe/PayPal + bank statements + profit & loss + last 2 years’ tax returns.
Provide raw platform access or exports: Shopify orders CSV, customers CSV, email list export, GA4 property or traffic screenshots, and ad account performance (Google Ads & Meta Ads).
Provide order & fulfillment metrics: average production times, defect/reprint % and supplier agreements.
Confirm reason for sale and any outstanding liabilities, disputes, or recurring obligations.
Medium priority (technical/legal):
Export of customer data (GDPR/CCPA compliance confirmation), IP assignment documents, employee/contractor lists, and supplier contracts.
Operational / growth recommended playbook if acquisition proceeds:
Short term (0–3 months): re-engage email list with segmented campaigns, launch cart abandonment flows, and fix any quick SEO gaps (meta, schema, product descriptions).
Medium term (3–9 months): test paid search with tight geo/audience targeting and creative A/B tests; build B2B wholesale page and sales outreach; add product bundles and subscription/reorder options.
Tech stack: add GA4 + server-side tracking, implement basic CRO tests, set up Klaviyo (if Shopify) flows, and run a PageSpeed optimization pass.
Valuation Comment:
21% margin is solid for a print/eCommerce merchant — attractive.
Profit multiple 1.6× and revenue multiple 0.4× are conservative; they could reflect either (a) a motivated seller, (b) one-time growth in 2024, (c) concentration / operational issues, or (d) lack of verified docs. Confirm recurring sales and channel diversity before accepting multiples at face value.
Recommended “deal room” Checklist (Documents to request immediately):
Shopify admin access OR recent exports: Orders.csv, Customers.csv, Products.csv, Discounts.csv.
Payment provider payouts (Stripe/PayPal) for last 12 months.
Bank statements and tax filings (2 years).
Google Analytics + Search Console access (or screenshots with date ranges).
Facebook/Google Ads accounts access & creatives (or performance reports).
Supplier invoices and contracts + equipment list (if in-house printing).
Refunds/chargebacks log and any pending disputes.
Employee / contractor agreements, IP assignments, trademark registration (if any).
Clarify why they are selling (in writing) and verify any earnouts/contingent liabilities.
Conclusion
The brand looks like a workable niche eCommerce play: clean, profitable (per Flippa info), and with clear short-term levers (email monetization, basic SEO, paid testing). However, critical gaps in verifiable traffic, CAC, repeat rate and inconsistent customer/order counts create material uncertainty. If the seller can provide verifiable Shopify payouts, ad spend history and cohort LTVs, this looks like a reasonably priced opportunity (multiples appear conservative) for a buyer ready to implement immediate marketing & ops fixes.
Bottom line: Proceed to the deal room with a strong data request list (above). If the financials verify and concentration risk is low, consider an LOI structured with a verification/escrow period and an earnout tied to revenue verification in the months after close.
Final note:
All the research above is based on public information (site pages, review widgets and the Flippa summary you provided). To verify revenue, profit (most recent months), customer acquisition strategies, marketing performance and growth plans, we must communicate directly with the seller and request the documents listed in the Deal Room checklist — and we should also ask the seller why they are selling (this is essential).
