In e-commerce, profit and cash rarely arrive in the same month. You pay for inventory months before it sells, advertising costs land before the order, and returns come back after the revenue has been booked. A brand can grow 40% in a year and still run short of cash because stock is sitting in the wrong products.
We work with direct-to-consumer and marketplace brands doing roughly $5M to $50M in revenue. We start at the SKU level: contribution margin after fulfillment, payment fees, returns and marketing, then weeks of cover for each product. That shows which products fund the business and which ones tie up cash.
From there we build a 13-week cash forecast around purchase orders and supplier terms, a model that links ad spend to contribution, and a monthly pack your investors or lender can read quickly. Sales tax and import duty questions go to your tax advisors, and we give them clean data to work from.
Cash trapped in slow-moving stock
Reorders follow last year's volumes rather than current sell-through, so slow products pile up. We measure weeks of cover by SKU and set reorder points, which is how one home goods brand released $3.1M.
Revenue growth with shrinking margin
Discounts, free shipping thresholds and returns can erase gross margin on a growing top line. Contribution margin by SKU and by channel shows where orders stop paying for themselves.
Peak season funded from the bank balance
Holiday inventory is often paid for three to five months before it sells. A 13-week forecast built on purchase orders shows the low point early, while supplier terms or a credit line can still be arranged.
Ad spend decided without cash in view
Marketing teams scale spend when return on ad spend looks good, even as cash tightens. We link spend to contribution and cash in the model, so budget changes show their effect on runway first.
Marketplace payouts that never tie
Payouts arrive net of fees, refunds and reserves and rarely match orders. We reconcile them in the close so revenue, fees and cash agree, and your accountant receives clean numbers.
01
Fractional CFO
A senior finance lead two to three days a month: close, forecast, board and raise.
From $8,500/mo
02
Financial Modeling & Forecasting
A driver-based model your team can run, tied to the plan you pitch to investors.
From $12,000
04
Cash Flow & Runway Management
A 13-week cash forecast, updated weekly, with the levers that buy you months.
From $3,500/mo
E-commerce
Do you work with marketplace sellers as well as DTC brands?
Can you help us plan inventory purchases?
Do you handle sales tax or import duties?
Free intro call · 30 minutes
Finance leadership for E-commerce teams.
Book a free 30-minute call with a partner who has worked with companies like yours.
