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E-Commerce, SaaS & Tech · Selling Guide

What is your e-commerce or SaaS business really worth?

Channel concentration, ad efficiency, and supplier risk decide what an online brand sells for; growth rate and net revenue retention decide what a SaaS business sells for. Different math, same discipline — here's what buyers are paying right now in both.

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E-commerce operations on a laptop
What buyers are paying

Current E-Commerce Business multiples

3x–5x
EBITDA — lower-middle-market e-commerce & DTC brands
Channel diversificationBusinesses reliant on one marketplace (e.g. 90%+ Amazon) are discounted for platform risk; owned-site and multi-channel revenue commands a premium.
Customer retention & dataRepeat-purchase rate and owned customer data (email/SMS lists) prove the brand, not the ad account, drives sales.
Supplier & inventory riskSingle-supplier dependence and thin margins after freight/tariffs are the fastest way to suppress a multiple.
Ad efficiency & profitabilityBuyers scrutinize blended CAC and true contribution margin, not top-line growth alone.

Owned-brand DTC businesses with diversified channels and repeat-purchase data trade toward the top of this range; single-channel marketplace resellers trade toward the bottom. These are general market ranges aggregated from recent lower-middle-market M&A data (GF Data, IBBA Market Pulse, and BizBuySell-aggregated transactions) as of 2025–2026 — not a valuation or appraisal of any specific business. Actual price depends on your financials, buyer competition, deal structure, and diligence findings.

What buyers are paying — SaaS & Tech

Current SaaS & Tech multiples

4x–5x
ARR — median private lower-middle-market SaaS, 2026
Net revenue retentionNRR above 120% pushes multiples to 7x–9x ARR; below 90% applies a real discount. Expansion revenue from existing customers is what buyers are actually pricing.
Rule of 40Growth rate plus profit margin above 40 signals a business that can scale without burning cash indefinitely — a threshold buyers screen for before they'll pay a premium.
Customer concentrationA handful of enterprise contracts driving most of ARR narrows the buyer pool the same way a single retail customer does for a DTC brand.
Gross margin & churnBuyers look past topline ARR to what it actually costs to serve and retain each customer — the same scrutiny e-commerce buyers apply to contribution margin.

General figures aggregated from SaaS Capital Index, ChartMogul, and private SaaS M&A market data as of 2026 — not a valuation of any specific business. Actual price depends on growth rate, retention, margin, and buyer competition.

Why owners choose Chetrock

Built for owners who scaled fast and now need the story straight

Most advisors only show up once you're ready to sell. Chetrock is different: an operator-led team that fixes what's actually suppressing your value first, then runs the sale — the same person, start to finish.

See your Value Gap
We know what buyers underwriteOur team has advised e-commerce owners through real exits and worked the buyer side of e-commerce transactions — we know exactly what diligence will surface before a buyer does.
We fix the discount factors firstChannel concentration, supplier risk, and retention gaps get fixed before you go to market, not discovered during diligence when it’s too late to negotiate.
Confidential, screened buyer processYour team, customers, and competitors never know you’re exploring a sale unless you choose to tell them.
Aligned incentivesWe’re paid primarily on a successful close — our job is to grow the number on the offer, not just get a deal done.
Client results

A real e-commerce exit

“Before finding Chetrock, I had tried several other brokerage platforms and unfortunately had some very negative experiences… From the very beginning, working with this team was completely different. Every step of the process was handled with the highest level of professionalism and care.”
Eleonora E. — Seller - E-commerce Wedding/Events Brand

Reflects the experience of an owner our team personally advised through a prior brokerage engagement, continued independently through Chetrock Capital. Individual results vary and past transactions do not predict future outcomes.

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