Financial Intelligence
What your store is worth, kept current
MerchantFlow estimates your business value with an SDE-multiple model that factors in growth, margin, marketing efficiency, and risk - updated as your numbers move.
See it in action
A valuation that explains itself
A value range with a mid-point, the multiple applied, your adjusted annual profit, and the scorecard behind the number.
Business Valuation
An SDE-multiple estimate of what your store could sell for today.
Estimated Company Valuation
4.1x adjusted annual profit· 6-month average
Valuation Range
4.1 x adjusted annual profitAdjusted Annual Profit
$346,340
Seller discretionary earnings, 12 mo
Applied Multiple
4.1x
Adjusted for growth, margin, risk
Multiple Scorecard
Growth
Net Margin
MER
Risk
Illustrative data - not representative of actual performance
The problem
Most founders are guessing what they are worth
Valuation usually only happens when you are raising or selling, and by then it is a stressful, opaque exercise. You deserve to know the number all along.
You only find out at the exit
Waiting until a sale or raise to learn your value means flying blind on one of your most important numbers.
Multiples are a black box
What multiple applies, and why, is rarely explained. Founders are left guessing whether an offer is fair.
Value moves with the business
Growth, margin, and risk all shift your worth. A one-time appraisal is stale the moment it is finished.
The solution
An SDE-multiple valuation, always on
MerchantFlow turns your real profit into an adjusted earnings figure, applies a multiple shaped by your fundamentals, and shows the reasoning behind the range.
SDE-multiple model
Your value is built from seller discretionary earnings and a multiple, the standard approach for valuing owner-operated ecommerce businesses.
Adjusted for your fundamentals
Growth, net margin, and marketing efficiency push the multiple up or down, so the number reflects how your business actually performs.
Risk-aware
Concentration and other risk factors temper the estimate, keeping it grounded rather than optimistic.
A range you can explain
See a low, mid, and high estimate with the scorecard behind them, so you can understand and defend the number.
How it works
From profit to a defensible number
Connect your data
With your store and costs connected, MerchantFlow already knows your real profit.
Get your adjusted earnings
Your profit is turned into an adjusted annual earnings figure suitable for valuation.
See your valuation range
A multiple shaped by growth, margin, and risk produces a value range you can read and explain.
FAQ
Business valuation, answered
How is the valuation calculated?
MerchantFlow uses an SDE-multiple model: it derives your adjusted annual earnings from your real profit, then applies a multiple shaped by growth, net margin, marketing efficiency, and risk to produce a low, mid, and high estimate.
Is this a formal appraisal?
No. It is a continuously updated estimate to help you understand and track your business value. For a transaction you would still want a formal valuation, but this keeps you informed all year and helps you sanity-check any offer.
What moves my valuation up or down?
Stronger growth, healthier margins, and efficient marketing raise the multiple, while higher risk lowers it. Because it reads from your live numbers, the estimate moves as your business does.
What is SDE?
Seller discretionary earnings is the profit a single owner-operator effectively takes from the business, the standard earnings base for valuing small ecommerce companies. MerchantFlow derives it from your fully-costed profit.