Executive summary / Overview

This is a young, direct-to-consumer eSIM travel business selling prepaid eSIM data plans (multiple single-country and regional plans). The public site shows a multilingual Shopify-style storefront, an active blog, social channels and an affiliate program — all signs of a merchant-ready operation. The listing (numbers supplied) shows annual revenue $212,720, annual profit $66,996 (31% margin), AOV $15, and claimed strong retention (46% repeat buyers). However there are material data inconsistencies in the public information (customers vs orders vs email list), and no P&L or supporting financial exports were published online — these must be obtained before a firm valuation or offer.

Website Performance & Metrics (Assessment + Immediate Checks)

• The storefront is modern, multi-language, and content-rich (blog, FAQ, compatibility checker, reviews). There’s an affiliate program link (Uppromote). On-site support chat and recharge instructions are visible.

• The product catalog lists ~78 SKUs (mostly country or regional eSIM plans). That gives a simple product/price matrix ideal for SEO-driven long-tail traffic.

Important Metrics (Calculated / Implied from the listing)

• Implied orders (annual) = Annual revenue ÷ AOV = 212,720 ÷ 15 = ~14,181 orders / year (~1,182 orders / month). (calculation based on the financials you provided)

• If the listing’s “13K+ customers” number is used instead, revenue per customer ≈ $16.36 (which fits an AOV ≈ $15 and ~1 order per customer). If the larger number you supplied (45,282) is used, revenue per customer ≈ $4.70 — that mismatch is a red flag and must be reconciled. (calculations shown below).

(Quick math used)

• 212,720 ÷ 15 = 14,181.33 orders/year → 14,181 ÷ 12 ≈ 1,182 orders/month.

• 212,720 ÷ 13,000 ≈ $16.36 revenue / customer.

• 212,720 ÷ 45,282 ≈ $4.70 revenue / customer.

Website Speed & UX (qualitative)

• The site is content-heavy (many product pages + image assets + blog). I did not run a PSI/Lighthouse test in this report — run PageSpeed Insights / GTmetrix during technical due diligence. Expected fixes (if score < 70): image compression (WebP), enable lazy loading, minimize third-party scripts, enable CDN/caching and remove unused Shopify apps. The site does already use standard commerce patterns (compatibility checker, FAQs, chat) which helps conversion.

Conversion, Retention & CLTV

• AOV = $15 (listing). Repeat buyers claimed = 46% (listing). Using the AOV and the repeat figure as a baseline (naïve estimate), an approximate revenue-per-customer lifetime (very rough) = AOV × estimated average purchases-per-customer. If average purchases ≈ 1.46 (1 + 0.46 repeat), revenue CLTV ≈ $21.90 and profit CLTV (using 31% profit margin) ≈ $6.79. This is a back-of-envelope estimate — it must be recalculated from raw order/customer data.
  (All CLTV/retention numbers require: unique-customer list, orders by customer, repeat interval, refunds and chargebacks.)

Financials (Table — As Provided)

Note: states “NO P&L FINANCIAL RECORDS PROVIDED ONLINE.” These figures appear to come from the Flippa listing you provided — they must be validated with raw exports.

Flag: The publicly visible site and the numbers you supplied contain inconsistencies (customers vs orders vs email list). Get raw Shopify/Stripe/PayPal, GA/GA4, and merchant statements before trusting the multiples.

Marketing (Paid & Organic) — Current State & Opportunities

What’s Working (public signals)

• SEO & content: active blog (recent posts April 2025) and many destination-specific product pages — strong for long-tail organic traffic.

• Multilingual site (EN, FR, AR, NL, PT, ES) — good for global reach and reducing CAC in non-English markets.

• Affiliate program present (Uppromote link) — scalable acquisition channel if incentivized correctly.

• Social & reviews: Instagram, Facebook, YouTube content and Trustpilot reviews (mixed but active) — social proof exists but contains negative reviews that need monitoring.

Missing / Unknown (Must request)

• Ad account history (Google Ads, Meta Ads, any paid search/social spend + ROAS).

• Organic traffic & channel breakdown (GA/GA4 screenshots & 12-month traffic trend).

• Email performance (open rate, CTR, revenue from flows vs campaigns).

• Affiliate performance (top affiliates, conversion rates, commission structure).

Growth/Scale Opportunities

• Paid search (destination-intent keywords), Meta/YouTube remarketing (targeting travelers and digital nomads), Performance Max campaigns targeted at travellers, partnerships with travel marketplaces/OTAs and travel bloggers, and expanding the affiliate program. White-label / B2B partnerships (travel agencies, hostels, Airbnbs) could unlock volume. Consider introducing subscription or “always-on” unlimited plans for remote workers / longer stays. General eSIM go-to-market patterns are well established (third-party eSIM platforms, white-label providers). (eSIM Access)

Operational Efficiency (What seller claims vs what we can verify)

Seller claims (from listing / copy you shared): fully automated processes, AI upsells, email automation, developer on standby, minimal day-to-day effort; customer top-up coordination with SIM provider. These are plausible but need verification (SOPs, automation flows, dev contracts).

On-site operational signals: 24/7 online chat, detailed “how to activate” pages and recharge instructions, affiliate program and blog — shows some operational maturity.

Key operational items to verify:

• What parts are manual vs automated (QR generation, provisioning, refunds, top-ups)?

• Exact relationship with eSIM supplier(s) (MSA / API access / SMDP/SM-DP+ provider). Check SLAs and termination clauses. (eSIM providers commonly used: Redtea Mobile, Telnyx, EsimAccess — use these as comparators during negotiation).

• Support volume, average handling time, refund rate, and employee/contractor roster (are owners doing the support?).

• Developer arrangement (retainer/on-call vs hourly).

• Any third-party dependencies (a single supplier or reseller agreement that would be hard to replace).

Customer Data & Relationships

• Email list reported ~45k (listing). Validate by requesting CSV export with opt-in timestamps, unsubscribe rate, open/click rates, and revenue by campaign/flow. On-site review flow & active replies in Trustpilot suggest a functioning support system but also mixed satisfaction (some “it didn’t work” 1-star reviews).

• Reviews & reputation: Trustpilot shows both good experiences and a number of 1-star “did not work / activation issues” complaints that were responded to by the owner. Response rate suggests seller monitors reviews. Still — negative reviews in travel connectivity businesses are high-risk because they happen while customers are traveling.

• Data privacy / opt-in: site has Privacy Policy and T&Cs visible (good). You need to verify GDPR compliance for EU customers and consent capture on forms.

Legal & Compliance Due Diligence (High priority)

Immediate checks to request from seller:

1. Master service agreements with eSIM provider(s) — check termination clauses, price change clauses, exclusivity, and liability.

2. Payment processor history (Stripe/PayPal merchant statements for the last 12–24 months) — check refunds & chargebacks.

3. Corporate documents (company registration, EIN/tax docs if US entity is claimed). The site lists [brand name] and a US address — confirm business registration.

4. GDPR / data transfer documentation if EU customers are processed (DPA, subprocessors).

5. Intellectual property & domain ownership proof (domain WHOIS / hosting accounts / verification of social account control).

6. Any outstanding disputes or legal claims and insurance details.

7. Customer support transcripts (sample) and refund/chargeback statistics.

Why these matter: eSIM provisioning sits at the intersection of telco agreements and consumer payments; supplier or regulatory issues can materially affect service continuity and margins.

Key insights (What’s Attractive)

1. Strong product-market fit for travelers. Country-level and regional eSIM plans map well to long-tail search demand (SEO-friendly pages).

2. Low touch model is plausible. If the seller’s automation claims are accurate (QR/activation automation, email flows, affiliate pipeline), the business can be run with a small team or outsourced CS.

3. Multilingual & affiliate readiness make this easier to scale internationally without large ad spend.

4. Healthy-looking margin (31%) on the headline numbers — attractive if sustainable and verified.

Challenges & Red Flags (What to worry about)

1. Data inconsistencies: customers / orders / email list numbers conflict with revenue and AOV math. Must reconcile Shopify/order exports with reported numbers.

2. No public P&L exports: listing doesn’t publish raw merchant statements/P&L — this is a must-have.

3. Service reliability risk: mixed Trustpilot reviews indicate intermittent activation/coverage problems — for travelers, reliability is critical and poor reputation can increase refunds and CAC.

4. Supplier dependency: if the platform relies on a single eSIM provider or reseller, supplier price increases or contract termination could remove margin quickly. (Ask for MSA.)

5. Valuation mismatch / unclear multiples: the listing’s reported multiples appear inconsistent (profit vs revenue multiple confusion). Market SDE multiples for small eCommerce typically range ~2–4× SDE, so whatever “profit multiple” is being referenced must be clarified.

Recommendations (Next Steps — Actionable & Prioritized)

Immediate (pre-offer) — documents to request now

1. Shopify export (orders CSV with customer emails, order values, order timestamps — full history).

2. Payment processor statements (Stripe, PayPal, merchant accounts) for the last 12–24 months.

3. Google Analytics / GA4 & Search Console read-only access (last 12 months).

4. Email platform export: full-subscriber CSV, last 12 months campaign and flow performance (revenue attribution).

5. Customer support logs and top 100 orders (sample) and chargeback/refund metrics.

6. Contracts with eSIM supplier(s) & developer support agreement (SOW/retainer).

7. Copies of any legal notices, complaints, or disputes.

8. Clarify multiples: ask seller how they calculated the “profit multiple” and “revenue multiple” — get calculation spreadsheet.

(If the seller refuses any of the above, downgrade interest or structure a conditional/earnout purchase.)

Technical Checks (Parallel)

• Run PageSpeed/Lighthouse and implement recommended front-end improvements (image optimization, caching) if score < 70.

• Security check: verify domain WHOIS, TLS, and site backup procedures.

Commercial / valuation approach

• Treat the current asking multiples skeptically. For a small e-commerce eSIM business with $66.9k net profit, market SDE multiples commonly range ~2–4× (small business norms) depending on sustainability; specialist broker ranges vary. Use FE International / Acquire guidelines as comparators.

• Negotiation levers: require P&L & merchant statements; if anything is missing or suspicious, negotiate an earn-out (12 months holdback of 15–25% of purchase price) or a contingent price formula tied to verified revenue/profit over next 6–12 months.

Growth Playbook (If acquisition proceeds)

• Prioritize reducing activation failures (technical QA with supplier) — this improves reviews & reduces refunds.

• Ramp affiliate program, add travel aggregator partnerships, and test paid search for high-intent country queries.

• Introduce subscription/unlimited plans for longer stays and business travelers (increase LTV).

• Build a lightweight mobile app or deep integration with major travel apps (longer-term).

• Create a CRM-driven retention program: replenish/top-up reminders, targeted cross-sells for return travel windows.

Deal-specific Risks & Mitigations

• Risk: supplier termination or price increases → Mitigation: secure transferable supplier agreements or confirm ability to switch providers and estimate migration costs.

• Risk: large percentage of refunds/chargebacks → Mitigation: require 12-month processor statement review and include escrow/holdback.

• Risk: reputation risk from 1-star reviews → Mitigation: create a rapid activation troubleshooting SOP and dedicated first-response support playbook to reduce refund rates.

Final recommendation

The ecommerce brand shows many of the operational and go-to-market elements you want in a small eSIM business: SEO content, multilingual catalog, affiliate readiness, and a decent headline margin. However, there are material data inconsistencies (customers vs orders vs email list), no public P&L proofs, and mixed public reviews about activation reliability. Proceed to formal due diligence (request the items in the “Immediate” list above). If those checks are clean (merchant statements match the listing and supplier agreements are transferable), this is a reasonable acquisition target — but structure the deal with protections (escrow/earnout/holdback) until you’ve verified revenue stability for 6–12 months. Use conservative multiples until SDE and supplier stability are proven.

Suggested Buyer Question List (Send to seller immediately)

1. Please provide Shopify/commerce export (orders/customers), Stripe/PayPal merchant statements, and a reconciled P&L for the last 12 months and YTD.

2. Provide the MSA(s) with your eSIM supplier(s) and contact person at the provider. Are the supplier contracts transferable? Any minimum volumes? Termination notice periods?

3. Confirm the origin of the email list and provide CSV (with opt-in timestamps). Break out subscribers vs buyers.

4. Show detailed definition/calculation of “customers”, “orders”, and the multiples (profit multiple and revenue multiple). There are conflicting figures — please clarify.

5. Provide support volume metrics (tickets / month), refund and chargeback rate (%) for the last 12 months, and sample tickets.

6. Provide logins/read-only access to GA4 & Search Console (or screenshots with last 12 months trend).

7. Copies of any legal complaints, outstanding disputes, or insurance policies.

Closing Notes

• All analysis above is based on public information (site, Trustpilot, blog, and the listing details you gave). The most load-bearing public signals I used: the live site (product pages, blog, multilingual UI), the collections/product count, Trustpilot review page, and the site footer/address. You must verify internal financials and supplier contracts before making a binding offer.