Overview

This France-based Shopify is a direct-to-consumer brand specializing in eco-certified shower filters and complementary natural bath/wellness products. The brand emphasizes environmental and personal care benefits including reduced limescale, improved skin and hair, and water savings.

Trailing twelve-month revenue is USD $77,636 with profit of USD $29,636, reflecting a net margin of ~38%. The business operates with a largely outsourced fulfillment model from France. High Trustpilot ratings (4.7–4.9) and a substantial email list (28,000+) suggest strong social proof relative to reported sales.

The product suite centers on a flagship filtered shower head, refill filters, and ancillary items such as konjac sponges and bamboo brushes. Growth opportunities reported include EU expansion (Germany, Benelux, UK), paid media activation, email monetization, and wholesale/retail distribution. Turnkey assets reportedly include the Shopify store, SOPs, supplier contacts, and email database.

Key Insights — Website Performance & Metrics

• Website Speed: Shopify platform provides baseline performance. Technical audits (Lighthouse/GTmetrix) are recommended to evaluate mobile UX and Core Web Vitals, particularly LCP, FID, INP, and CLS. Heavy scripts or theme assets could degrade mobile performance.

• Product Variation & SKUs: Narrow product catalog with flagship shower filters, refills, and 6–10 complementary SKUs. Modest SKU count supports operational simplicity but limits cross-sell and upsell breadth. Expansion opportunities include refill subscriptions, bundles, and additional eco-wellness items.

• Average Order Value (AOV) & Customer Lifetime Value (CLTV): Not disclosed; estimated AOV ~€20–70 based on product types. CLTV unknown but could be enhanced through subscription programs and repeat sales from the large email list.

• Repeat Customer Rate: Not provided; reported 1,734 orders over 12 months vs 29,000 lifetime customers suggests a discrepancy. Buyer must request order history, unique customer data, and cohort analysis.

• Website Conversion Rate: Not disclosed; requires Shopify sessions vs. orders data. High Trustpilot ratings and SEO suggest potentially above-average conversion.

• Website Design & Presentation: Clean eco-focused design emphasizing environmental and health benefits. Product pages highlight testimonials and trust signals. Recommended UX review: mobile checkout, cart flows, upsell placement, and refill subscription promotion.

• Brand Positioning & Customer Sentiment: Emphasis on eco-responsibility, water savings, and health. Strong customer sentiment with thousands of Trustpilot reviews praising product efficacy.

• Marketing & Efficiency: Organic SEO is strong for branded and French keywords; paid marketing is minimal. Email list (28,000+) is underutilized. Retention channels such as SMS are unknown.

• Customer Acquisition Cost (CAC) & Scalability: CAC not disclosed. Organic traffic suggests low current CAC. Growth potential exists via Google/Meta ads, influencer campaigns, subscriptions, and localized EU marketplaces.

• Product Offering & Marketing Angle / Repositioning Potential: Core narrative strong with eco, health, and water savings focus. Opportunities include refill subscriptions, regional SKUs and fulfillment, product bundling, and wholesale to eco retailers.

Financials

Trailing twelve-month revenue is USD $77,636, with profit USD $29,636 (~38% margin). Monthly averages: USD $6,469 revenue, USD $2,469 profit.
Reported metrics:
Profit multiple: 2.6×
Revenue multiple: 1.0×
No verified financial records publicly provided. Data inconsistencies exist between lifetime customers and reported orders. Buyers must request Shopify P&L, bank statements, tax filings, and marketing spend to validate revenue, profit, margins, returns, and chargebacks.

Marketing (Paid & Organic)

Organic SEO strong for branded and French product keywords. Paid marketing is underutilized.
Opportunities:

• Launch Google/Meta paid campaigns for EU expansion

• Activate email flows: welcome, cart abandonment, win-back, refill reminders

• Run micro-influencer campaigns

• Wholesale to eco retailers and pharmacies

Risks:

• Stale or unengaged email subscribers

• Unknown CAC for paid media

Operational Efficiency

Fulfillment is seller-managed from France with 24-hour handling and free mainland shipping. Supplier SOPs and packaging processes reportedly included.
Key diligence checks:

• Supplier reliability, lead times, minimum order quantities, and pricing tiers

• Verification of eco certifications

• Review of customer service, scripts, returns, and disputes
  Turnkey handover is reportedly feasible with minimal owner involvement.

Customer Data & Relationships

Assets included: domain, Shopify store, product listings, social accounts, email list (28,000+).
Metrics to request:

• Email engagement and SMS opt-in rate

• Total unique customers, orders, AOV, repeat rate

• Cohort LTV, returns, refunds, chargebacks

• GDPR compliance and marketing consent
  Customer sentiment is strongly positive based on Trustpilot ratings.

Legal & Compliance Due Diligence

Critical areas for verification:

• Verified financial records

• Intellectual property and eco certifications

• Supplier contracts and SOPs

• GDPR compliance

• Refunds, disputes, regulatory notices

• Platform access and transfer

• Compliance of product claims

Challenges Identified

• Data inconsistency and lack of verifiable financials

• Orders vs. customer discrepancy

• Under-monetized email list

• Limited SKU depth

• Fulfillment centralized in France may limit cross-border efficiency

• Unknown CAC and website conversion

• Regulatory and certification risks

• Seller exit motives unclear

• Conservative valuation multiples reflecting small scale and potential data uncertainty

Recommendation

The eco-friendly ecommerce shop presents a moderate preliminary rating. Attractive niche with strong social proof and reported high margins, contingent on verification.
Post-acquisition value creation:

• Launch refill subscription programs

• Scale paid marketing in EU markets

• Localize content for Germany/UK

• Activate email retention flows

• Expand SKUs through bundles and accessory products

• Consider conditional offers with escrow or earn-out tied to verified revenue and a short transition period with seller support

Next Steps (Due Diligence Checklist)

Financial & Sales: Shopify order exports, bank statements, P&L, tax returns, marketing spend, and ROAS.

Customers & Marketing: GA & Shopify admin access, email/SMS metrics, Trustpilot account access.

Operations & Suppliers: Supplier contracts, certifications, fulfillment SOPs, inventory sourcing.

Legal & Compliance: Eco certifications, GDPR documentation, disputes, regulatory notices.

Other: Reason for sale, post-sale owner involvement, all digital asset credentials.

Conclusion

Overall, this is a niche eco-friendly D2C brand with strong social proof, a large email base, and reported healthy margins. Key risks include lack of verifiable financials and inconsistencies in customer/order reporting. With verified financials, supplier certifications, and clean customer data, the business has potential to scale via paid marketing, subscription models, and EU expansion. Conditional offers with escrow or earn-out structures are recommended until verification is complete.