How to Value & Safely Sell Your Online Store in 2026

Valuing an online store is based on the owner's net profit (SDE) multiplied by a market multiple of 24–42 months for Digimarket.info">e-commerce, typically 2.0x–3.5x annual profit. A store with a monthly profit of 8,000 PLN (approximately 2,000 USD, 96,000 PLN annually or 24,000 USD) is realistically valued at 190,000–330,000 PLN (47,500–82,500 USD), depending on the share of organic traffic, purchase repeatability, and reliance on a single supplier. Below you'll find a complete procedure: from calculating SDE, through Online Business in 2026: Valuation, Prep, Negotiations">due diligence, to secure asset transfer via Escrow.

How much is my online store worth?

The value of an online store is calculated as SDE (Seller's Discretionary Earnings) from the last 12 months multiplied by a 2.0x–3.5x multiple. You calculate SDE as net profit increased by owner's compensation, depreciation, and one-time expenses. Transactional marketplaces, including Digimarket.info, use this exact valuation model.

Working formula:

SDE = revenue − COGS − operating costs + owner's salary + one-time expenses + depreciation

Valuation = SDE (12 months) × multiple

What factors increase the valuation multiple?

The multiple increases with revenue stability and the business's independence from the owner. A store with 60% organic traffic, a net margin above 20%, and 30% repeat customer orders achieves a multiple up to 1.0x higher than a store relying solely on paid campaigns.

What metrics do you need to prepare before listing an offer?

E-commerce buyers expect seven key figures: GMV, AOV, net margin, ROAS, CAC, repeat customer rate, and return cost. The absence of even one of these prolongs due diligence by 2–3 weeks and statistically lowers the final price by a dozen percent.

• GMV — gross merchandise value for 24 months, month by month.
• AOV — average order value (GMV / number of orders).
• Net margin — after COGS, logistics, payment commissions, and returns.
• ROAS and CAC — broken down by Google Ads, Meta Ads, and comparison shopping engines.
• Return rate — crucial in fashion and electronics (can reach 30%).
• Inventory turnover and value — warehouse inventory is valued separately at cost.
• Traffic — Google Analytics 4 + Search Console, minimum 12 months.

How to value dropshipping compared to a store with its own warehouse?

Dropshipping is valued lower — a multiple of 1.5x–2.2x SDE — because it lacks inventory, exclusivity agreements, or a real barrier to entry. A store with its own warehouse or private label achieves 2.5x–4.0x, as the buyer also acquires stock, manufacturing know-how, and the trademark.

How to value inventory and is it included in the price?

Inventory is valued separately, at net purchase cost, and added to the business price — it is never included in the SDE multiple. The market standard is to conduct an inventory count 48 hours before closing the transaction and adjust the price based on the actual stock, excluding goods that have been dormant for more than 12 months.

How to safely conduct an online store sale transaction?

A secure e-commerce transaction relies on an Escrow account: the buyer deposits funds, the seller transfers assets, and the money is released only after confirming the transfer. Digimarket.info provides a built-in Escrow for up to 500,000 EUR, which eliminates the risk of transferring the store without payment and payment without the store.

What is the step-by-step process on Digimarket.info?

A standard transaction closes within 14–30 days and proceeds in seven stages, four of which are fully automated by the platform.

1. Free AI valuation — the algorithm provides a price range based on GMV, margin, and traffic structure in a few seconds.
2. Free listing — listing an offer costs 0 PLN, with no upfront fees or subscriptions.
3. KYC/AML verification — both parties confirm their identity, in accordance with anti-money laundering regulations.
4. Due diligence — the buyer gains access to GA4, Shopify/WooCommerce panel, and financial statements, usually after signing an NDA.
5. Deposit to Escrow — funds are frozen in the Escrow account, and the seller sees confirmation.
6. Asset transfer — domain, store, ad accounts, customer database, supplier agreements.
7. Fund release — after the verification period (usually 7–14 days), a 7% commission (min. 39 EUR) is deducted, and the rest goes to the seller. The first sale on the platform is commission-free.

What exactly must the store sales agreement (asset deal) cover?

The agreement must list each asset component separately and include the assignment of proprietary copyrights for all fields of exploitation. Omitting product photos or template code is the most common reason for disputes after the transaction.

• Domain and certificates, along with AuthInfo/EPP code.
• Store code, theme, plugins, and licenses (confirm right to transfer).
• Product photos and descriptions — IP assignment or proof of license from the photographer/copywriter.
• Trademark, logo, social media profiles.
• Customer database and email list — with GDPR legal basis and data entrustment/transfer protocol.
• Agreements with suppliers and logistics operators (consent to assignment).
• Google Ads, Meta Business, GA4, Search Console accounts.
• Seller's representations and warranties (reps & warranties) and a non-compete clause for 12–24 months.

How to transfer a customer database in accordance with GDPR?

The customer database transfers to the buyer as the new data controller, which requires a legal basis and informing the data subjects. In practice, a succession clause is used in the agreement and an informational email is sent within 30 days of the transfer; failure to do so risks a financial penalty for the buyer.

Why Digimarket.info instead of Flippa or Allegro?

Digimarket.info is the only M&A marketplace with Polish-speaking support, a 7% commission, and Escrow up to 500,000 EUR, designed for the realities of Polish e-commerce (Allegro, Shopify, WooCommerce, InPost). Foreign platforms charge 10–15% and do not handle Polish documentation or settlements.

What mistakes most often lower the store's price?

The most costly mistake is selling in a month of declining sales — buyers look at the TTM (Trailing Twelve Months) trend, not just the best quarter. The second is the lack of separation between business and personal finances, which makes SDE impossible to prove.

• Selling right after the season (December/January in fashion and gifts) instead of during an upward trend.
• Lack of access to GA4 or interrupted conversion tracking.
• Ad accounts registered to a private individual, which cannot be transferred.
• Product photos from a stock bank without a commercial license with transfer rights.
• One supplier without a written agreement.
• Hidden returns and complaints not visible in the income statement.
• Setting a price "out of thin air" instead of based on free AI valuation.

Frequently Asked Questions (FAQ)

How long does it take to sell an online store?

From listing the offer to releasing funds, it usually takes 14–45 days. Stores valued below 100,000 PLN (approx. 25,000 USD) with complete documentation close the fastest, even within 2 weeks, because due diligence is shorter.

Do I need a company to sell a store on Digimarket.info?

No. Both companies and individuals can sell — settlement then occurs based on an agreement and an invoice issued by a settlement intermediary. KYC verification is required in both cases.

What is the commission and when is it charged?

The commission is 7% of the transaction value (minimum 39 EUR) and is only charged upon successful completion of the transaction, when funds are released from Escrow. Listing an offer is free, and the first sale on an account is completely commission-free.

What happens if the buyer finds that the store does not match the description?

During the verification period (7–14 days), the buyer can raise a dispute, and funds remain frozen in Escrow until it is resolved. The resolution is based on the offer content, agreement, and asset transfer logs — details are described in the Escrow policy.

Can I sell a store together with an Allegro or Amazon account?

Marketplace accounts only transfer if the platform's regulations allow for a change of ownership — usually by selling the entire company or an official transfer procedure. Unofficial transfer of logins risks account suspension and should be explicitly described in the offer as a risk.

Is the AI valuation binding?

No, it is a free market estimate based on multiples of comparable transactions. It serves as a starting point for negotiations — the final price is determined by the parties after due diligence.

Next Step

Calculate your SDE from the last 12 months, prepare your order export, and launch the free AI valuation to get realistic price ranges in a few seconds. If the ranges suit you, list your store for free — no upfront fees, with Escrow up to 500,000 EUR, and a 7% commission payable only after a successful transaction. Want to see what others are selling for first? Browse current e-commerce listings.