1) Overview (short)

This is an Italy/Austria-based DTC e-commerce seller of customizable posters and prints (site shows product categories like Family, Love, Pets, Wedding, Gift Cards and prices from ≈€23–€28 for common sizes). The site presents products as printed in Florence and offers multi-country pricing and multiple payment options (Shop Pay, card, Google/Apple Pay), consistent with a Shopify-style checkout. Social presence is notable on Instagram (~8k followers). 

You provided financials and listing summary (annual revenue €59,806; annual profit €47,505; AOV €47; email list 6,084; customers 6,229; orders 418 — we treat these as seller/Flippa figures for the report).

2) Executive Summary / Quick verdict

Strengths: clear product niche (personalized posters), attractive unit economics on paper (high reported margin), brand aesthetics and social following, in-house/near-supplier production (Florence) that supports quality claims. 

Biggest red flags: data inconsistencies (orders vs customers vs revenue), and an extremely high reported profit margin (79%) for a physical-goods seller — both require immediate verification.

Valuation check: the listing multiples you provided imply a ~€90k price (profit ×1.9 ≈ €90,260; revenue ×1.5 ≈ €89,709). Typical small DTC e-commerce SDE/EBITDA multiples in the market are higher (range commonly quoted ≈2.5–4× SDE / 3–5× EBITDA depending on quality and growth), so the listing multiple looks either conservative or reflects the small size / risk profile. 

3) Detailed Review (requested areas)

Website performance & metrics (what we could check publicly + calculations from your numbers)

Site & tech — storefront shows regional currency selector, payment icons (Shop Pay etc.) and product pages that state “printed in Florence” and “shipping 5 working days (Italy)”. That indicates local production and a Shopify-style setup. 

Key arithmetic from provided figures (rounded):

• Annual orders ≈ 1,272 orders/year = €59,806 ÷ €47 AOV.

• Monthly orders ≈ 106 orders/month = €4,983 ÷ €47.

• Orders / customer per year ≈ 0.20 (= 1,272 ÷ 6,229), i.e. ~1 order per customer every ~5 years (this implies very low repurchase frequency if the customer count is truly “buyers”).

• Simple CLV (annual) ≈ €9.60 (AOV × orders/customer/year = €47 × 0.204 ≈ €9.60). 3-year CLV ≈ €28.80.

• Break-even CAC (on reported profit margin): reported margin 79% → profit per order ≈ €47 × 0.79 = €37.13 (this is the theoretical max marketing spend per order to break even on that profit figure — but see red flag below).

• (Full calculations are shown in the appendix below if you want them repeated verbatim.)

Conversion / traffic estimates (illustrative) — to sustain ≈106 orders/month you need roughly:

• at 1.0% conv. → ~10,600 sessions/month

• at 2.0% conv. → ~5,300 sessions/month

• at 2.5% conv. → ~4,240 sessions/month

Benchmarks: industry/shopify averages typically sit between ~1–3% (Shopify and Shopify-benchmarks / Littledata etc. — Shopify guidance commonly references ~2.5–3% while Shopify-store benchmarks often show ~1.4% average for Shopify stores). Use these when estimating required traffic. 

Site speed & UX — we did not run a Lighthouse/PageSpeed test in this review. Visual inspection: product pages are clear, imagery and personalization UX present, mobile friendliness appears okay from the storefront, but you must request live Lighthouse / GTmetrix scores and GA session device splits from the seller to confirm page performance and mobile funnel drop-offs.

Product variation & SKUs — product pages show many categories and variants (sizes and customizations). The SKU count is not public — ask seller for a SKU list & SKU profitability per SKU.

Website conversion rate & repeat rate — not available publicly. The orders/customers numbers you provided produce a very low repeat frequency; please verify raw order export (CSV) and GA/shopify conversions.

Design & positioning — clean minimal design, premium positioning (printed in Florence) fits a higher-end personalized gift angle. Social creative leans into gift occasions (weddings, births, family). 

Marketing & efficiency (public signals) — Instagram (~8k followers) is the main visible channel; no obvious paid ad library evidence surfaced in the public checks (you should request ad account snapshots). Social + email list suggest good lead capture but low monetization given the CLV and order numbers. 

Finances (what the numbers say; flags)

Annual / monthly: Revenue €59,806; Profit €47,505; Monthly rev €4,983; monthly profit €3,958 (you provided). These imply ~79% profit margin — unusually high for a physical product/fulfilment business. Typical gross margins for print/poster sellers are lower (cost of printing, shipping, packaging, returns, payments fees, marketing). This needs immediate verification (see docs to request).

Implied listing price (from provided multiples): profit×1.9 ≈ €90,260; revenue×1.5 ≈ €89,709. If the listing price is ~€90k, that aligns with the multiples you gave — but market comps often use higher SDE multiples (2.5–4×) when growth, clean reporting, and channel diversification are present. Use broker benchmarks when negotiating. 

Red flags (finance)

1. Margin seems implausibly high — ask for P&L detail (COGS, shipping, refunds, merchant fees, marketing spend, salaries).

2. Inconsistent order/customer numbers (you listed 6,229 customers but only 418 orders in one place) — reconcile with seller.

3. Verify seller adjustments to arrive at “profit” (are owner wages removed? one-off items?). Ask for SDE reconciliation.

Marketing (Paid & Organic)

Organic: Good Instagram brand presence (engaged images / reels). SEO potential: “personalized poster” / Italian localized keywords likely core search intent — site categories are relevant. Recommended: optimize product pages for long-tail personalization keywords (Italian + English), build Pinterest boards + SEO for “poster personalizzati”, and capitalize on “gift for X” verticals. 

Paid: No public evidence of large paid spend. Given the theoretical profit per order (~€37.13), there is headroom to test Google Shopping, Instagram/Meta conversion campaigns, and Pinterest for gift discovery. Start with small tests and measure CAC vs LTV. Because CLV looks low on paper, paid spend must be highly optimized (focus on remarketing, cart abandonment flows, and Shopping campaigns).

Email / retention: The email list ~6,084 is a major asset (almost at parity with the “customers” figure) — but low repeat purchase signal implies poor lifecycle exploitation. Audit flows (welcome series, browse & cart abandonment, post-purchase upsell, winback) and deliverability metrics (open/click rates). If flows are weak, improving email could materially lift revenue with low marginal CAC.

Operational efficiency

Production: Product pages state prints produced in Florence (quality control + branding benefit). That gives a premium story but also constrains scale & unit economics relative to global POD / fulfilment partners. Confirm: in-house press vs third-party print partner; capacity; lead times; minimums; supplier contract terms; per-unit COGS. 

Fulfilment & shipping: Site claims shipping in Italy ~5 working days. Confirm international shipping times/costs, return rates, packaging costs and claims history (refunds, replacements). These materially affect margin and customer satisfaction.

Team & processes: Ask for org chart: who handles design, production, customer service, marketing. If founder-run with few contractors, transferability and key-person risk is high.

Customer data & relationships

Email list 6,084: strong — but you must request proof of list hygiene & GDPR opt-in receipts (for EU customers).

Repeat rate appears extremely low by the numbers provided — request order export, cohort analysis, and RFM segmentation to confirm.

Reviews & sentiment: No public Trustpilot entry surfaced in our quick search (the Trustpilot URL you included points to the site). The site has product pages and social proof, but independent third-party reviews are limited — ask for review exports, returns & complaint logs. (We recommend collecting Trustpilot / Google reviews if not already done.) 

Legal & compliance due diligence

1. GDPR & email consent — must verify explicit consents and lawful bases for processing (opt-in records) for EU customers. Request exported consent logs.

2. Tax & VAT — request VAT registration, recent VAT returns, and proof of correct VAT handling for cross-EU sales.

3. IP & licensing — check that designs used are either owned, licensed, or created in-house. Personalized designs using third-party art or customer images must have releases. Request copies of any design licenses and T&Cs around customer-uploaded photos.

4. Terms & shipping/returns policy — site shows policies in footer (cookie/privacy/policies) — fetch and review for compliance with EU consumer rights. 

4) Key insights (bullet)

Reported unit economics on paper are excellent (AOV €47 with a ~79% margin) — but improbable for a small physical-goods DTC; this is the single most important item to verify.

Email list ~6k is a valuable asset — it’s under-monetized relative to list size and reported order volumes.

Brand has good visual positioning (Florence production, gift occasions) and a decent social following (Instagram ~8k) to scale organic and influencers. 

Small revenue base (~€60k/year) means growth requires either scaling paid acquisition (CAC discipline) or product expansion/wholesale/B2B channels.

5) Challenges Identified (detailed)

1. Data inconsistency: customers (6,229) vs orders (418) vs revenue numbers imply conflicting reporting or different definitions (subscriber vs buyer vs total contacts). This invalidates surface valuations until reconciled.

2. Margin plausibility: 79% margin is a large outlier — likely due to omitted costs or one-time accounting adjustments. Could hide high variable costs or owner wages taken as bonus (non-recurring).

3. Low repeat rate / CLV: CLV ≈ €9.6/year (from given data) — too low for aggressive paid scaling unless improved via cross-sells and flows.

4. Operational scaling risk: localized production raises quality but could limit rapid international scaling without new supplier contracts.

5. Regulatory / IP risk: potential for copyright or model release issues with custom art; GDPR compliance must be confirmed.

6) Recommendations — Next steps / negotiation & operational playbook

Immediate (pre-offer) due diligence requests (ask seller to grant / provide):

1. Shopify admin + analytics access (view-only) for last 12 months (orders, traffic, conversion, channel attribution).

2. Complete P&L and bank statements for 12 months; sales invoices & cost invoices (suppliers + shipping).

3. Seller Discretionary Earnings (SDE) reconciliation and any add-backs explained.

4. Full order export (CSV) with order dates, SKUs, order value, customer email & country.

5. Ad accounts & creatives (Meta, Google, Pinterest) and spend/ROAS history.

6. Email platform export (Klaviyo/Mailchimp) — flows, open/click rates, automated revenue.

7. Supplier contracts or print partner agreements (cost per SKU, lead times).

8. VAT registrations & last 2 years tax returns.

9. Sample contracts, IP licenses, customer photo release terms.

10. Reason for sale & whether any liabilities, chargebacks, or disputes exist.

Quick operational fixes (post-close or as contingency in LOI):

Email first: optimize welcome series, add cross-sell bundles and a post-purchase upsell (frame + print). Email upgrades often lift revenue with low CAC.

Google Shopping + SEO: shopping feed + product structured data; target “poster personalizzato” keywords in Italian + English.

Increase AOV: bundle + framed options + gift wrap + express shipping. A 10–20% AOV increase materially improves CAC viability.

Introduce a referral / subscription (seasonal prints) and B2B/wholesale channels (wedding planners, hotels, co-working).

Operational: negotiate better per-unit COGS with volume or test a hybrid POD for international demand.

Valuation / offer guidance

Using seller multiples implies ~€90k asking price (profit×1.9). If seller P&L and KPIs verify as-is, this is a defensible price. If the margin / customer numbers do not verify, adjust downward.

Market benchmark: healthy DTC businesses commonly trade in ~2.5–4× SDE (see advisors/brokers). If SDE after adjustments differs from “profit” you were given, re-price accordingly. 

7) Conclusion

This Shopify business for sale shows all the right surface features of a buyable micro-DTC brand: a clear niche (personalized posters), a polished brand story (Florence printing), an engaged social audience, and a sizable email list. However, the decision hinges on reconciled books and traffic/order data. The two highest-priority verification items are: (1) confirm the true P&L (how “profit” was calculated and what is included/excluded) and (2) reconcile customers/orders/email list to generate accurate CLV and repeat rates. If those checks pass and the production/supplier side is stable, a buyer can scale this brand through email optimization, Google Shopping, and product/offer improvements — but scale must be approached carefully because the base revenue is small.

Appendix — Calculations (transparent):

• Annual orders = €59,806 ÷ €47 = 1,272 orders/year.

• Monthly orders = €4,983 ÷ €47 = 106 orders/month.

• Orders per customer per year = 1,272 ÷ 6,229 ≈ 0.204.

• CLV (annual) = €47 × 0.204 ≈ €9.60; 3-yr ≈ €28.80.

• Profit per order (reported 79% margin) = €47 × 0.79 = €37.13.

• Implied price (profit multiple 1.9) = €47,505 × 1.9 ≈ €90,260.

• Sessions needed/month to hit 106 orders: at 1% = ~10,600; 2% = ~5,300; 2.5% = ~4,240; 3% = ~3,534.

Documents & data-request checklist to send to seller (copy/paste):

• 12 months Shopify orders export (CSV).

• 12 months Google Analytics (view only) + GA4 property access.

• 12 months bank statements + VAT returns.

• Supplier/print contracts + per-unit COGS.

• Ad account snapshots + creatives + ROAS by channel.

• Email platform export + automation revenue reports.

• Copy of privacy policy, consent logs, and GDPR opt-in records.

• List of SKUs & SKU profitability.

• List of active subscriptions / outstanding liabilities.

• Reason for sale & proof of ownership (domain transfer readiness).