Online business marketOct 2, 2026
Online stores are selling for about 1.5 times annual profit on Flippa
Flippa's own sold-deal data puts the average ecommerce profit multiple at 1.55x for the first half of 2026, down from a 2.48x peak in the first half of 2023.
Flippa published its ecommerce valuation data for the first half of 2026, updated on October 2. It says the average ecommerce business sold at a 1.55x profit multiple, with the top quartile at 2.75x. The article also states the average revenue multiple at 0.51x.
Against the past, Flippa reports that the average profit multiple peaked at 2.48x in the first half of 2023 and stood at 1.54x in the first half of 2026, a drop of 37.9%. The average revenue multiple peaked at 1.12x in the second half of 2022 and fell 54.5% to its current level. The article does not say why multiples fell, and it does not give the number of deals behind the averages.
For context, Flippa lists other categories on the same measure for the first half of 2026: SaaS at 2.47x, content sites at 2.32x, YouTube channels at 1.57x and services at 1.43x. It says ecommerce sits below some categories because of higher operating costs, cash tied up in inventory and less regular revenue than subscription models.
These are Flippa's own numbers from its own sold listings, so they describe one marketplace and not the whole market.
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