Where to Buy and Sell Ecommerce Business: The Ultimate Guide

In the ever-evolving landscape of digital commerce, the ability to buy and sell e-commerce businesses has opened up a realm of opportunities for entrepreneurs and investors alike. No longer is it necessary to start an eCommerce venture from scratch, it’s now possible to cash in on the multi-trillion dollar eCommerce boom by acquiring a profitable eCommerce business.

The online business world is brimming with platforms where existing businesses are listed for sale. These marketplaces cater to various ecommerce businesses, from subscription-based models to dropshipping companies, providing a curated space for prospective buyers and sellers.

With a multitude of platforms available, it’s crucial to identify the right marketplace that aligns with your acquisition criteria and goals. This guide delves into the top platforms for e-commerce acquisitions, offering insights into their unique features, advantages, and challenges.

Let’s explore where to find your perfect eCommerce deal and how to get started in one of the most powerful online business monetizations.

Top Platforms for Buying and Selling E-commerce Businesses


Standing tall in the e-commerce marketplace, Flippa offers a vast array of e-commerce stores under one digital roof. Since 2009, it has become a hub for buying and selling digital assets, housing everything from Amazon FBA and Shopify stores to SaaS businesses. While its extensive listings offer numerous opportunities, beginners might find the platform overwhelming.

In particular, there are a few things to be aware of when buying from Flippa. First and foremost, Flippa’s open marketplace model means most anyone can list a business without much oversight. That makes the marketplace more prone to scams or low-quality listings than other curated marketplaces. That shouldn’t rule out buying from Flippa because it still holds a ton of potential for skilled buyers who know how to find businesses that are undervalued or with a bit of work could rapidly improve profitability.

Another benefit of Flippa is due to listing thousands of businesses at any given time, buyers looking for specific niches or business models may be more likely to find the right acquisition from Flippa. While scouring listings may take more time with Flippa, it can be worth the effort for many buyers.

For sellers, Flippa offers the chance to list and sell a business independently. This may intimidate some sellers who’d prefer more oversight from a broker, but sellers who are confident in their ability to do deals and who want to retain more money from their sale may see Flippa as the right option for their deal.


  • Caters for a wide variety of digital assets
  • Hosts over 3 million users, enhancing the chances of buyers and sellers finding a match
  • Offers flexible price ranges for various forms of online businesses
  • Permits users to filter through public and private listings
  • Ability to run deal independently


  • The sheer volume of listings could be overwhelming for beginners
  • A user may encounter businesses with inflated prices or scam listings
  • Less support and oversight than other brokerages and marketplaces

Empire Flippers

BBR - Empire Flippers E-commerce Listings

With over $400 million in online business sales, Empire Flippers offers a diverse array of online business models. They’re well known as a leader in selling Amazon FBA and e-commerce businesses with the capacity to successfully sell up to eight-figure e-commerce assets.

Empire Flippers is known for their rigorous vetting process and commitment to a truly curated marketplace. While buyers should still expect to do their own due diligence, they can do so off the foundation that the business has passed Empire Flippers’ strong initial vetting.

Sellers love Empire Flippers because of their reputation as a trusted marketplace allows them to list businesses at solid multiples, meaning sellers may walk away with more money for their business. There’s also a large network of serious, capital-backed buyers ready to buy so it’s much easier and faster for sellers to exit their business.


  • Large variety of business models available for purchase
  • Extensive vetting process of listed businesses
  • Strong track record of over $400 million in online business deals
  • High multiples for listed businesses
  • Extensive buyer network with verified liquidity


  • May require a significant investment
  • Vetting process can be lengthy

Quiet Light

This platform offers a blend of experienced brokers and a comprehensive marketplace, specializing in high-quality online businesses. Quiet Light is known for offering quality deal advice within private deals but also for free via their podcast and blog. They are one of the oldest and most respected brokers in the online business M&A space.

Quiet Light typically deals with businesses valued above $250K, which might be a barrier for some buyers. Sellers whose businesses don’t generate enough monthly revenue to be valued in the six-figure range will likely need to find another brokerage to sell their business.


  • Experienced team of brokers
  • They offer a free business valuation service – a great tool to determine the worth of your business.
  • Comprehensive marketplace for a wide variety of businesses.
  • Specialized in the trading of online businesses.


  • Only deals with high-quality, profitable businesses making it a little exclusive.
  • Websites for sale are typically high-priced, making it out of reach for buyers with a limited budget.

FE International

Known for its diverse range of online business and experienced acquisition support, FE International boasts a 94.1% success rate for closing deals. FE International specializes in selling SaaS, ecommerce, content, and tech sites. Each monetization has a specialized sale page and links to monetization resources. For ecommerce, FE International has published a specific guide on understanding ecommerce valuations and due diligence – a resource that benefits both buyers and sellers.


  • Offers a variety of businesses spread across different industry categories.
  • Years of experience brokering complex deals
  • Specialized resources for e-commerce buyers and sellers


  • Less intuitive marketplace
  • Higher price point for online businesses


With nearly 15 years of experience, Latona’s offers a wide range of online businesses, including domain portfolios and SaaS businesses. They offer a robust offering of ecommerce listings in a wide range of niches – perfect for buyers who like to acquire in specific niches. Notably, Latona’s also specifies which of their listings has already pre-qualified for SBA loan funding, allowing buyers in search of capital support to narrow down their listing search.

For sellers, it’s worth noting that Latona’s standard commission rate is 15%, which rests higher than other broker’s commissions rates. Sellers may want to research this broker closely to ensure that paying 15% of their business’s sale price feels merited for the services they provide.


  • Specialty in selling ecommerce businesses
  • Long-standing experience of nearly 15 years in the industry
  • Wide range of businesses available, from domain portfolios to SaaS businesses
  • Great for diversified investors looking for variety in their portfolio


  • The extensive range of businesses can be overwhelming for beginners
  • Long-standing reputation could mean higher brokerage fees

Factors to Consider Before Buying or Selling an E-Commerce Website

BBR - Buying or Selling an E-Commerce Website Analysis

Before diving into buying or selling an e-commerce website, several factors need to be considered:

Choose a Niche

Prior to buying an e-commerce website, it is imperative to conduct a thorough analysis to select a niche that aligns with your expertise and market demand. Identify a sector within e-commerce that not only excites you but also where your skills can significantly enhance the business’s growth trajectory. For instance, if you possess a strong background in social media marketing, consider acquiring an ecommerce busienss that has yet to fully exploit this channel. Such a strategic alignment ensures that your expertise directly contributes to the business’s expansion.

Additionally, pay close attention to the seller’s disclosures and historical performance data provided in the marketplace listings to inform your decision-making process. This data holds valuable information about how the business performs compared to competitors and shows you where the lowest-hanging fruit for optimizing the business waits.

Leveraging Marketplaces and Brokers for a Successful Transaction

When it comes to selling e-commerce websites, leveraging the right marketplaces and brokers is crucial. Each platform and brokerage firm offers unique services, fee structures, and specializes in different types of e-commerce businesses. It’s essential to evaluate these platforms based on their track record, the scope of services offered, and their alignment with your business model. This careful selection will facilitate a more efficient and successful deal process.

Understanding the Valuation Process of E-commerce Businesses

A key aspect of e-commerce business valuation is understanding the concept of Seller’s Discretionary Earnings (SDE).

SDE represents the true earning potential of a business by reflecting the net income before tax, adjusted for any expenses that may be discretionary to the current owner. This metric is vital for both buyers and sellers as it provides a more accurate picture of the business’s financial health and potential profitability. Familiarity with SDE and its implications is essential for setting realistic valuation expectations and making informed investment decisions.

Wrapping Up

In our extensive research on platforms for buying and selling e-commerce businesses, we have identified that platforms like Flippa and Empire Flippers are highly regarded in the e-commerce industry, known for their efficient processes, broad reach, and ability to successfully close deals.

However, the choice of a platform should not be the sole focus. Conducting in-depth market research, understanding the target customer base, and having robust operational processes in place are equally important. These factors can significantly enhance the value and performance of an e-commerce business, thereby impacting your return on investment.

In conclusion, the decision to buy or sell an e-commerce business requires a multifaceted approach, encompassing niche selection, platform choice, understanding of valuation metrics like SDE, and an in-depth analysis of market dynamics. By considering these factors, you can make more informed decisions, leading to a successful e-commerce acquisition or exit.


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