How do I look at a toy store’s online and in-store sales mix?

Request reports that show in-store and online sales separately, along with the cost of goods and the direct expenses of each channel. Online orders bring packaging, postage, platform fees and returns, which can change the picture. A channel that sounds strong may be thin once these are counted.

Check the timing. Toy stores peak at the holidays, and online traffic may spike earlier or later than store traffic. Look across a full year to see how the two behave. Ask whether the online orders are from locals who might otherwise visit, or from customers far away.

Ask who runs the web side and how it is set up: the site, the stock feed, the photography, the order handling. If one person holds all the knowledge, think about what happens when they leave. Compare the shop’s trends with broader retail figures from official sources, and talk to your accountant about the statements. Remember that customers in toy stores often browse online and buy in the shop, or the other way round. Ask how the owner tracks that, if at all. Notice what shows up on the website, whether the stock on it is accurate, and how store pickups and returns are handled.

Key takeaways

• Get sales, costs and returns reported separately for each channel.
• Compare channels across a full year, including the holiday peak.
• Find out who runs the website and what they know.