Overview

This international e-commerce brand, founded in 2022, is a rapidly scaling D2C e-commerce brand specializing in orthopedic and ergonomic health products. Operating across Germany, the UK, and the US, the brand combines dropshipping and stocked inventory to provide pain relief, posture support, and ergonomic comfort to a wide demographic, ranging from seniors and office workers to wellness-conscious consumers.

Over the trailing 24-month period (July 2023 – June 2025), the online store generated over €36.3M in revenue with an efficient, lean operational model and a globally targeted paid media strategy. The business has achieved strong YoY EBITDA growth (90.5%) while maintaining minimal owner involvement. The e-commerce brand's hybrid fulfillment model, combined with a streamlined international team, positions it for scalable expansion and operational flexibility.

Key Insights

Website & Product Performance

• Website Speed & Design: Optimized for user experience, responsive across devices. Landing pages are highly conversion-focused with professional presentation.

• Product Range: 40–50 active SKUs per store, a mix of dropshipped and stocked products. Product selection emphasizes durability, customer appeal, and supplier efficiency.

• Customer Metrics:

  • AOV: €93.67

  • Repeat Customer Rate: 15.85%

  • Email List: 523,875 contacts

  • Orders: 142,424

  • Number of Customers: 523,992

Marketing & Acquisition

• Paid Media:

  • Germany: Google 50%, Taboola 30%, Meta 20%

  • UK: 80% revenue from Taboola

  • US: Early-stage, 100% Google Ads traffic

• Organic Potential: SEO and content marketing largely untapped, offering growth potential and CAC reduction.

• Customer Targeting: Sophisticated ad targeting ensures intent-driven buyers; regionally localized stores increase relevance and conversion.

Financial Metrics (July 2024 – June 2025)

• Revenue: €19.88M

• Gross Profit: €16.32M (82.21% margin)

• EBITDA: €5.08M (25.59% margin)

• Monthly Avg Revenue: €1.36M

• Monthly Avg Profit: €424K

• Profit Margin: 31%

• Profit Multiple: 2.9x

• Revenue Multiple: 0.9x

Operational Efficiency

• Lean team of 18 employees across Macedonia, Germany, and Pakistan.

• Hybrid fulfillment allows fast delivery and flexibility during peak periods (e.g., Chinese New Year, Black Friday).

• Shopify-based backend with optimized funnels, high-performing creatives, and efficient dropshipping logistics.

Market Position & Product Leadership

• The ecommerce store occupies an evergreen niche in orthopedic and ergonomic consumer products.

• Product offerings include posture correctors, braces, massage tools, and ergonomic accessories.

• Reputation for quality, affordability, and operational reliability.

Challenges Identified

1. Migration of Paid Media Data: Transferring ad accounts, campaign history, and audience data to a new platform may require careful planning.

2. Untapped Organic Channels: Heavy reliance on paid advertising; SEO and content marketing remain underdeveloped.

3. US Market Early Stage: Current US presence is limited; scaling without additional localized strategies may be challenging.

4. Inventory Management: Hybrid dropshipping and stock model requires careful monitoring to avoid fulfillment delays.

5. Future Growth Dependency: Some growth relies on successful expansion into adjacent products or B2B channels; market competition may impact margins.

6. Financial Transparency: Publicly available data is limited; detailed historical revenue/profit verification is necessary during acquisition.

Recommendations

1. Maintain Paid Media Strategy While Expanding Organic Channels

   • Continue performance marketing campaigns while building SEO and content strategies to reduce CAC and improve long-term ROI.

2. Mid-Stage Market Scaling (US & B2B)

   • Implement targeted marketing campaigns, partnerships, and influencer strategies to grow the US market.

   • Explore B2B partnerships with physiotherapists, clinics, and wellness centers to diversify revenue streams.

3. Product Line Expansion

   • Introduce adjacent SKUs such as ergonomic chairs, recovery tools, or sleep health products to increase AOV and customer lifetime value.

4. Operational Optimization

   • Ensure strong inventory management across dropship and stocked products to maintain fulfillment efficiency.

   • Continue leveraging Shopify and streamline remote team processes for global scalability.

5. Due Diligence Verification

   • Confirm historical revenue, profit, customer acquisition metrics, and operational KPIs with the seller prior to acquisition.

   • Assess potential legal and compliance risks associated with cross-border fulfillment and D2C operations.

Conclusion

The global e-commerce store represents a high-margin, fast-scaling turnkey e-commerce opportunity with strong operational foundations and global reach. Its combination of performance-driven marketing, lean operations, and scalable product offerings makes it an attractive target for strategic acquirers or digital investors seeking turnkey D2C health brands.

While reliance on paid media and early-stage US expansion present some challenges, the business is positioned for further growth through organic marketing, product expansion, and B2B development. With proper due diligence to verify financials and operational metrics, this brand is poised to deliver a high ROI and strategic value to an acquirer.

Assets Included in Sale

• Shopify stores (Germany, UK, US)

• Brand IP & domains

• Google, Meta, Taboola ad accounts

• SOPs, supplier contacts, creative library

• Inventory (~30% SKUs stocked in Germany)

• Remote team and operational structure