Updated quarterly

Ecommerce Valuation Multiples in 2026

By the Editorial Team · Updated November 2026

In 2026, ecommerce businesses sold through brokers have averaged roughly 2.6–3.1x seller's discretionary earnings (SDE), with Amazon FBA at the top of that range and brands above $1M SDE closer to 4x. Larger, professionally run brands valued on EBITDA trade around 3–6x, and 7x or more at scale. Open-marketplace listings average much lower, about 1.55x profit in the first half of 2026, because they include many small businesses.

Current multiples by source

Source	Segment	Multiple	Basis	Date
Quiet Light	Amazon FBA	3.1x SDE (3.5x incl. inventory)	Its closed deals	Current page
Quiet Light	Non-Amazon ecommerce	2.6x SDE (2.7x incl. inventory)	Its closed deals	Current page
Quiet Light	Businesses over $1M SDE	~4x	Its closed deals	Current page
FE International	Typical ecommerce	3–6x EBITDA	Market commentary	Apr 2026
FE International	Smaller DTC brands	2.5–5x EBITDA	Market commentary	Apr 2026
FE International	Omnichannel premium	+15–25% vs pure ecommerce	Market commentary	Apr 2026
Flippa	Ecommerce, all sizes	1.55x profit (down from 1.70x)	Marketplace data	H1 2026
Flippa	Listings $1M+	2.50x profit	Marketplace data	H1 2026

How to read these numbers

SDE vs EBITDA. SDE adds back the owner’s salary and personal expenses and is used for owner-run businesses. EBITDA is used for larger brands with a team. An EBITDA multiple of 4x is not the same as 4x SDE.
Inventory. Many deals add inventory to the price at cost. A multiple “including inventory” will look higher.
Broker vs marketplace. Broker data reflects prepared businesses in a run process; marketplace averages include many small, unprepared listings.
Deal terms. A higher headline price with a large earnout can be worth less than a lower all-cash offer.

What moves an ecommerce multiple

Up: consistent growth, profit above $1M, diversified products and channels, strong repeat customers, owned brand assets, clean books, low owner involvement.

Down: one product or channel carrying the business, declining sales, recent account issues, heavy ad dependence, rising landed costs, short history, and processes that live in the founder’s head.

The buyer market in 2026

The aggregator boom is over. Their number fell from close to 100 at the peak to 57 active in early 2026, and their multiples dropped to roughly 3–4x EBITDA. Buyer demand hasn’t disappeared, though: Flippa reported over 123,000 active buyers in H1 2026, up 18% on the year. Individual buyers dominate below $1M, holding companies and remaining aggregators between $1M and $10M, and private equity and strategic buyers above that. For SBA-financed buyers, current rules require at least 10% equity, and a seller note only counts toward it if it’s on full standby.

Estimate your own range with the ecommerce valuation calculator.

Sources

Frequently asked questions

What multiple do ecommerce businesses sell for?

Broker-sold ecommerce businesses have averaged roughly 2.6–3.1x SDE, with Amazon FBA around 3.1x and non-Amazon ecommerce around 2.6x. Businesses above $1M SDE have traded closer to 4x.

Why are marketplace multiples lower than broker multiples?

Marketplace averages include many small listings, which sell for lower multiples. Broker figures usually cover larger, prepared businesses sold through a managed process. Some figures also include inventory, which can add up to about 0.8x to the headline multiple.

Have ecommerce multiples fallen?

Yes, from the 2021–2022 peak. Flippa reports ecommerce revenue multiples down about 54% from their late-2022 high, and aggregator EBITDA multiples have fallen from 6–7x to roughly 3–4x.