Executive overview

This is a mature, consumables-focused wellness brand offering proprietary herbal supplement formulations. Public records and the Flippa listing indicate roughly USD $105,042 annual revenue and USD $64,009 annual profit (≈61% net margin). The business combines Shopify and Amazon channels, a modest email list (~4,000), and low owner workload (reported <1 hour/week). Inventory (~USD $25k) and six months seller support are included. At the USD $100k ask the implied multiples are attractive (≈1.56× profit, 0.95× revenue) and the payback period at current profit levels is roughly 1.6 years, an unusually quick return for a consumables brand if numbers verify.

Key insights — Website Performance & Metrics

Website speed & technical health

• Built on Shopify; no formal speed audit provided. Concern: product image generation system is included (good), but we need Lighthouse / GTmetrix results and mobile performance screenshots. Fast load times are critical for conversion on Shopify verify TTFB, CLS, LCP and mobile checkout experience during diligence.

Product variation & SKUs

• Proprietary formulations (not private label)  limited SKUs typical of a supplements brand. SKU count not specified; request full catalog. Fewer SKUs simplifies inventory, but product variety/line extensions drive LTV and repeat purchases.

Average Order Value (AOV) & Customer Lifetime Value (CLTV)

• Reported AOV: USD $82 (general) and Amazon AOV of USD $28 (platform discrepancy). Need order-level data and cohort LTV. High-margin consumables suggest strong LTV potential if subscriptions or refill flows are implemented.

Repeat customer rate

• Numbers inconsistent: Shopify shows thousands of customers but very few orders (see data quality below). The listing claims high LTV and recurring demand, but repeat rate is not quantified  obtain gross orders, unique customers, and cohort retention tables.

Website conversion rate

• Not provided. With small Shopify sales vs customer counts, conversion and checkout friction require verification. Benchmark conversion (sessions → orders) once analytics access is granted.

Website design & presentation

• Professional, wellness-oriented positioning reported. Product pages likely clear (proprietary formulations and reviews). Recommended CRO review for hero messaging, subscription upsell, and mobile checkout flow.

Brand positioning & customer sentiment

• Strengths: proprietary formulations, >1,000 Amazon reviews averaging 4+ stars, generally favorable product feedback.

• Weakness: Trustpilot shows 0 reviews  this is a signal (either brand has not engaged Trustpilot or negative feedback elsewhere is being filtered). Confirm all review sources and any unresolved complaints.

Marketing & efficiency

• Heavy reliance on organic and Amazon-driven demand; paid channels underutilized. Email list (~3,900–4,000) is currently under-monetized. Ad spend currently modest (~USD $722/month reported)  a clear lever to scale.

Customer acquisition cost (CAC) & scalability

• CAC not provided. With Amazon and organic traffic dominant, initial CAC is likely low but concentrated. Paid channels (Meta, Google, Amazon ads), email nurturing, and influencers represent immediate, scalable acquisition vectors.

Product offering & repositioning potential

• Defensible USP: proprietary blends and supplier relationships. Repositioning levers: subscription/refill models, bundles, higher-margin sample/premium tiers, clinical claims (if substantiated), targeted product lines (sleep, immunity, stress), and B2B/wholesale channels.

Financial Summary 

Public figures show USD $105,042 revenue and USD $64,009 profit (≈61% margin), with average monthly revenue ~USD $8,753 and profit ~USD $5,334. These margins are exceptional for an eCommerce consumables business and suggest efficient production, tight COGS control, and low overhead. At the USD $100,000 asking price the profit multiple is ~1.56× and the revenue multiple ~0.95×, implying a rapid payback at current profit run-rate (~1.6 years). That said, there are data inconsistencies (customer/order counts and platform AOV differences) that materially affect valuation  these must be reconciled with seller-provided P&Ls, bank statements, and channel-level sales reports before any offer.

Marketing (Paid & Organic)

• Primary channels: Amazon + organic (SEO/organic traffic). Email and social are underleveraged. Paid ads are minimal.
  Opportunities

• Launch targeted Amazon ads (DSP, Sponsored Products) to increase buy-box share.

• Run Facebook/Instagram and TikTok acquisition campaigns using creator partnerships and product demos.

• Build automated email flows (welcome series, replenishment, cross-sell, winback) to increase CLTV.

• Convert one-time buyers to subscription/refill memberships to stabilize recurring revenue.
  Risks

• Overreliance on Amazon and organic search makes the business vulnerable to ranking changes, policy shifts, or search algorithm updates.

Operational Efficiency

• Fulfillment & production: US-based production and fulfillment with self-fulfillment processes and established logistics. Inventory included (~USD $25k).

• Staffing: Currently owner-operated with <1 hour/week required very low operational overhead. This is attractive but may mask fragility if owner knowledge is not fully documented.

• Systems: Shopify + Amazon Seller Central in place; professional image-generation tool included (saves photography costs). Confirm automation around inventory alerts, reordering, and supplier lead times.

• Scalability: Infrastructure appears sufficient for scaling, but fulfillment capacity and supplier SLAs must be validated for higher volume.

Customer Data & Relationships

• Email list: ~3,968–4,005 subscribers (underutilized). This is a direct channel for retention and offers strong upside.

• Reviews: Amazon reviews strong (1,000+ reviews averaging 4+ stars claimed)  important credibility asset. Trustpilot: 0 reviews  indicates no presence on that platform or seller has not solicited feedback there.

• Customer counts vs orders: Provided numbers are inconsistent (e.g., 4,007 customers but only 110 orders in one dataset). Obtain raw order export, customer export, and returns/chargebacks to reconcile.

• Customer support: Low volume of inquiries reported; 0–1% refund rates on Amazon. Verify dispute history and outstanding chargebacks.

Legal & Compliance Due Diligence

Critical items to verify:

• Formulation & IP: Contracts proving ownership or exclusive rights to proprietary formulations; any third-party licenses. Confirm if formulations are eligible for transfer and whether any supplier retains restrictions.

• Supplier agreements & inventory commitments: Written SLAs, lead times, pricing tiers, and alternate suppliers. Ensure supplier agreements survive transfer and do not contain change-of-control clauses that could increase costs.

• Regulatory compliance: Supplement labels, structure-function claims, and required disclosures for dietary supplements in the U.S. (FDA/regulatory guidance for supplements), plus Canadian file/legal implications for ownership. Confirm that label claims, ingredient lists, and claims are defensible and documented.

• Insurance & recalls: Product liability insurance, recall history, and current coverage limits. Verify no pending or past product safety incidents.

• Platform & data access: Transferability of Amazon Seller Central, Shopify admin, email provider, analytics, social accounts, and domain. Check for any encumbrances or co-owned assets.

• Privacy / GDPR / PII: If any EU customers exist, confirm privacy policy, data processing agreements, and secure handling of subscriber/customer data.

• Litigation & disputes: Verify there are no pending IP disputes, customer class claims, or supplier litigation.

Challenges Identified

1. Data inconsistencies: customer vs order counts and differing AOVs (Shopify vs Amazon). These must be reconciled.

2. Underutilized retention channels: small email list usage and lack of subscription model represent missed revenue.

3. Channel concentration risk: heavy reliance on Amazon and organic search. A drop in visibility or Amazon policy change could materially impact sales.

4. Trustpilot absence: while Amazon reviews are strong, zero Trustpilot footprint reduces cross-platform social proof; unclear reputation beyond marketplaces.

5. Fulfillment dependency: production & fulfillment in the U.S. with limited visibility on supplier capacity and SLAs at scale.

6. Regulatory exposure: supplements face regulatory scrutiny; claims and labeling need careful review to avoid future compliance costs.

7. Low current ad spend and missing CAC data: lack of historical CAC and channel ROAS limits ability to forecast marketing scale efficiently.

Recommendation

Noomadic Herbals is an attractive acquisition target for a buyer seeking a high-margin, low-labor wellness brand with clear growth levers. The combination of proprietary formulations, strong Amazon social proof, and low operational overhead creates immediate upside for a buyer who can:

 (1) reconcile financial/channel data

 (2) professionalize email and subscription funnels

(3) invest in paid acquisition and influencer partnerships and 

(4) validate supplier capacity and regulatory compliance.

Conditional offer strategy: Undertake a short-window due diligence (see checklist below). If seller data verifies revenue/profit, IP ownership, supplier continuity, and no regulatory red flags, the current USD $100k ask represents a reasonable price  potentially negotiable given data reconciliation needs. With verified numbers, this business could justify a higher bid from an operator who can immediately deploy paid acquisition and subscription flows.

Detailed Financial Observations & Multiples Commentary

• Revenue (annual): USD 105,042

• Profit (annual): USD 64,009 (61% margin)

• Asking price: USD 100,000

• Profit multiple: ~1.56× (100,000 / 64,009)

• Revenue multiple: ~0.95× (100,000 / 105,042)

• Approx. payback at current profit: 1.56 years
  High margins and a sub–2 year payback make this an appealing yield. Profit multiple of ~1.56× is conservative relative to typical eCommerce multiples for stable consumables brands and implies upside for a buyer who can scale. However, this attractiveness depends entirely on verifying channel sustainability, refund/chargeback history, and true repeat rates.

Conclusion

This e-commerce business presents a low-lift, high-margin acquisition with clear expansion pathways (paid ads, email, subscriptions, influencer marketing). The brand’s proprietary formulations and positive marketplace reviews are valuable defensible assets. Immediately actionable wins include subscription models, email automation, and targeted Amazon/ad scaling.