What's My E-commerce or Amazon FBA Business Worth?
Real SDE multiples, channel-mix analysis, and the brand equity factors that drive aggregator pricing.
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E-commerce valuations have matured significantly post-2022. The frenzy multiples of 2021 are gone, but solid private-label brands with diversified channels and brand defensibility still command healthy 3–4x SDE. Below are the current multiples we're seeing across Amazon FBA, Shopify DTC, and multi-channel businesses.
E-commerce Business Valuation Multiples (San Diego)
| Metric | Low | Typical | High |
|---|---|---|---|
| SDE Multiple (FBA) | 2.0x | 3.2x | 4.5x |
| SDE Multiple (DTC) | 2.5x | 3.8x | 5.0x |
| Revenue Multiple | 0.5x | 1.0x | 1.8x |
| Strategic Premium | +10% | +25% | +50% |
Value Drivers Specific to E-commerce Business
Channel Diversification
DTC + Amazon + wholesale beats Amazon-only. Single-channel concentration caps multiples.
TTM Trajectory
Trailing-12-month growth (or stability) is essential — declining trend halves multiples.
Brand Defensibility
Trademarks, patents, owned email/SMS list, organic SEO/social: justifies multiple expansion.
Operations Documentation
SOPs, supplier diversity, fulfillment redundancy: businesses that run without you sell at premium.
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