Brand Valuation Estimator

How to use this calculator

1. Start with your SDE or adjusted EBITDA — calculate it first with our EBITDA & SDE calculator if you haven't.
2. Repeat purchase rate: the share of customers who buy more than once. Use cohort data, not blended averages.
3. Largest channel share: what percent of revenue comes from your single biggest channel (Amazon, your store, wholesale). Lower concentration = higher multiple.
4. Owner hours: your honest weekly involvement. Brands that run without their owner trade at a premium.

Where these multiples come from

The model starts from current public marketplace data — most sub-$10M e-commerce brands transact between 2.5x and 4x SDE (Flippa 2025 data), with Empire Flippers' e-commerce average around 3.4x annual net profit and Quiet Light reporting 3.5x–4x for clean, evergreen brands — then adjusts for the four factors broker data shows consistently move pricing: retention, channel concentration, owner-dependence, and documentation quality. The full methodology, including a worked example, is in our 2026 multiples guide.

What this estimate is — and isn't

It's an orientation tool: a defensible starting range for planning an exit, not an appraisal. Real pricing depends on diligence-verified earnings (see our 40-point checklist), category dynamics, and deal structure (explained here). If you want a real number against your actual data, send us your brand confidentially — we show our work.