Fractional CFO for e-commerce & marketplaces companies
E-commerce and marketplace businesses run on working capital almost as much as on revenue. Inventory turns, payment terms, supplier financing, return rates and the cash conversion cycle decide whether growth funds itself or eats the next round of equity.
Marketplaces add another layer - take rate, GMV-to-net-revenue conversion, liquidity by category and supplier concentration each carry their own P&L and cash dynamics. A generalist finance team will track GMV and gross margin and miss the contribution-per-order view that separates a compounding marketplace from a subsidised one.
We have completed dozens of CFO engagements and transactions across B2C, B2B, marketplaces and commerce infrastructure, and we know which metrics actually drive value in each model.
Choose a fractional CFO that understands e-commerce & marketplaces
Cash conversion under control
Inventory-led businesses can post strong gross margin and run out of cash at the same time - the gap sits in payment terms, stock days and return rates. We build the working capital model that makes the cash conversion cycle visible week by week, and ties purchasing decisions back to the bank balance.
Take rate and liquidity
Marketplace economics live in take rate, contribution per order and the ratio of repeat to acquisition volume on both sides. We model liquidity by category and cohort, so subsidy spend, fee changes and supply incentives get sized against the actual marginal effect on the P&L.
Blended CAC across channels
Paid social, retail media, retargeting and organic each carry very different CAC and contribution, and most reporting blends them into a single number that hides the truth. We attribute marketing spend to contribution per cohort, so the budget split reflects what is actually paying back.
Process-ready every quarter
E-commerce and marketplace exits run through a tight circle of strategics and PE consolidators, and the diligence pack they ask for is fairly standardised. We keep the unit economics, cohort data and SKU-level reporting in the shape buyers want, so an inbound conversation doesn't trigger a three-month scramble.
Recent fractional CFO projects
From the UK to Colombia, we acted as a fractional CFO to high-growth companies around the globe
We've helped set up FP&A, build financial models, and prepare for fundraising and M&A.
We acted as fractional CFO to TBô, a Zurich-based tech-enabled DTC male underwear brand, building a bottom-up financial / operating model with cohort-level KPIs and positioning the company for its next venture round.
Simple pricing
No hidden costs, no complicated long-term contracts. We understand how important flexibility is for e-commerce & marketplaces startups.
Per month
- Accounting / FP&A tech stack implementation
- Monthly financial statements and reporting pack
- Quarterly board pack with detailed financial analysis (with variance analysis vs. budget, relevant KPI observations etc.)
- Investor-friendly output
Per month
- Everything in Core, plus
- Operating model (via an online platform like Runway or Excel-based)
- Ongoing model maintenance, refining projections, burn/runway management
- Customer cohorts modelling, churn and retention analysis
- LTV / CAC, unit economics analysis
- Cap table management
Per month
- Everything in Grow, plus
- M&A / fundraising support; review of business plan
- Pitch deck preparation
- Investor approach strategy / list building
- Due diligence support and deal negotiation
- Valuation as required and free access to Multiples Pro
Packages shown are illustrative, final pricing is tailored to client requirements.
Financial modelling for e-commerce & marketplaces startups
We work with e-commerce & marketplaces founders to build investor-ready, KPI-driven financial models.
We dive deep into your company and sector specifics, to build a custom-made financial model driven by operational KPIs, requiring a minimal learning curve and time spent on monthly updates.
Cash conversion cycle
Stock days, payment terms and supplier financing tracked week by week. Shows the gap between placing a PO and collecting cash that decides whether growth funds itself.
Contribution per order
Order economics after returns, refunds, fulfilment, last-mile and payment fees. The line that separates a marketplace compounding on real margin from one subsidising every transaction.
Take rate & GMV bridge
GMV translated into net revenue through take rate, fee changes and supply incentives. Models the elasticity of liquidity on both sides of the marketplace before fees get touched.
SKU & category P&L
Margin by SKU and category after returns, discounts and marketplace fees. Tells the buying team which lines are carrying the business and which are dead inventory waiting to happen.
Blended CAC by channel
Paid social, retail media, retargeting and organic acquisition each attributed to contribution per cohort, not a blended ROAS number. Reflects where budget is actually paying back.
Inventory & working capital
Open-to-buy, stock-on-hand and committed POs modelled against sell-through and the bank balance. Sizes the next purchase order against reality rather than optimism.
Recent fractional CFO e-commerce & marketplaces track record
Selected fractional CFO engagements and prior CFO experience.
Fractional CFO for all e-commerce & marketplaces niches
From B2B e-commerce to e-commerce, we're a specialized fractional CFO to e-commerce & marketplaces companies.
Our fractional CFO experience spans across all e-commerce & marketplaces verticals.
Explore other sectors
We know tech inside & out.
We live and breath tech - true understanding of how startups operate is fundamental at what we do.
Recent e-commerce & marketplaces insights
Talk to us
Schedule a call to get a health check on your business and see how we could help.
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