Should I sell my ecommerce business through a broker who specializes in online businesses?

Selling an online store is different from selling a shop with a lease and a till. The buyer cannot walk in. The proof sits in platform dashboards, ad accounts and payment records, and the handover is a transfer of logins and domains. A broker who does this often will know the steps. A general broker may know buyers you would not otherwise meet.

Who the buyers are

Ask each broker where their buyers come from. A specialist may have a list of people who buy online businesses from anywhere and are comfortable doing so without a visit. A general broker may have local buyers who want something they can see. Neither is better in every case. It depends on what your store is and who is likely to want it.

Comfort with platform data

A buyer will want to see sales, traffic and advertising results from the source. Ask how the broker proves those figures without exposing your logins, and how they protect your customer information. Ask how they handle the transfer of the store, the domain and any marketplace account, and what they need from you to prepare.

Questions to ask before you sign

• Which online businesses have you sold, and how did each one go?
• How do you verify a store’s figures for a remote buyer?
• How do you handle account and domain transfers?
• What do you charge, and when is it payable?
• Who will actually work on my sale?

Brokers are partners in this market, and a good one earns their place. Whatever you choose, read the listing agreement closely and ask your lawyer about the terms. For the selling process as a whole, see whether you can sell your Shopify store.