A webshop isn't just "a website with a shopping cart module" — it's traffic, customer data, supplier agreements and a sales history. If you're selling your webshop, that's exactly what a buyer will assess. This guide covers what buyers look for, how a webshop is typically valued, and what you need to sort out in the transfer.
Short answer: A webshop is typically sold either as an asset sale (domain, customer data, inventory and integrations) or a share sale, if the webshop is run through a limited company. Value is primarily set based on earnings (EBITDA multiple) or — with limited earnings but strong traffic — a multiple of revenue. Traffic sources, repeat-purchase rate, and how dependent the business is on you personally are among the factors that affect the price the most.
What do buyers look for when assessing a webshop?
- Traffic sources: Do visitors come from organic search, paid advertising, social media or newsletter? Organic traffic and a loyal newsletter audience typically weigh higher than pure paid traffic, because it's cheaper to retain. See also our guide on how Google ranking affects value.
- Conversion rate and average order value: Two webshops with the same revenue can be worth very different amounts, depending on how efficiently the traffic converts.
- Repeat-purchase rate: A webshop with many returning customers is typically more stable — and thus worth more — than one that lives off one-time purchases.
- Supplier agreements: Are there exclusivity agreements or favorable purchase prices that come with the deal? This can be a significant part of the value.
- Platform and technology: Does the shop run on a stable, up-to-date platform (e.g. Shopify, WooCommerce), or should the buyer expect a technical clean-up shortly after taking over?
What documentation should you have ready?
Make it easy for the buyer to trust the numbers: export data from Google Analytics (or the analytics platform you use), show revenue and order counts month by month for the past 12–24 months, and prepare a short overview of your key suppliers and their terms. The more of this is ready before the listing goes live, the faster a serious buyer can make a decision. Read also our general walkthrough of due diligence when selling a business, which largely applies to webshops too.
What's typically included when selling a webshop?
- Domain and the webshop itself (theme, setup, integrations)
- Customer database (must be transferred GDPR-correctly)
- Inventory, if it's an asset sale
- Social media accounts and possibly Google Ads/Meta Ads accounts with history
- Supplier agreements, if transferable
Be clear in the listing about what's included and what isn't — that's one of the most common sources of misunderstanding late in a negotiation. See our in-depth guide on how to transfer a website correctly.
Are you selling as a private individual or through a company?
It affects both tax and the practical transfer, whether you sell the webshop as a private individual or from a company. See our guides on selling a webshop from private ownership to a company, and selling a website from private ownership to a company (currently in Danish), if you're unsure which model fits your situation. If the sale is mainly the domain and the site itself — without a proper business behind it — it's instead worth reading our guide on selling a website or a domain.
What is a webshop typically worth?
Like other businesses, webshops are usually valued based on a multiple of EBITDA or — if earnings are limited but traffic is strong — a multiple of revenue. If you have a strong brand, high repeat-purchase rate and a solid customer base, the multiple can be at the high end compared to other industries. Read more in our guide to business valuation, or use our free valuation tool.
If it's primarily the domain and website itself that has value — independent of an ongoing business — different rules of thumb apply. See our guide on valuing a website and domain, as well as which rules apply to selling .dk domains and the significance of domain names and trademarks (currently in Danish).
Common mistakes when selling a webshop
- Comparing the price to generic "multiples you've read about" without accounting for traffic sources and repeat-purchase rate
- Not having clarity on whether customer data can be transferred GDPR-correctly
- Making verbal promises about traffic or supplier agreements that can't be documented
- Underestimating how dependent the business is on you personally — e.g. if you run all content, customer service and advertising yourself
Frequently asked questions about selling a webshop
What's the difference between selling a webshop and a physical store?
A webshop is sold primarily based on digital metrics — traffic, conversion, repeat-purchase rate and customer data — rather than physical assets like premises and fixtures. Buyers therefore often ask for access to analytics and ad accounts rather than visiting a physical location.
Should I transfer my Google Ads and Meta Ads account when selling?
It's common, but not a requirement — it's agreed specifically between seller and buyer, and should be clearly stated in the listing and the final agreement, so both parties agree on what's included.
Can I sell a webshop that isn't yet profitable?
Yes, but the price will typically reflect revenue and traffic potential rather than earnings. See our guide on selling a business that isn't profitable yet.
How do I transfer customer data legally?
Customer data is personal data and must be transferred in accordance with GDPR. This typically means the transfer must be objectively justified by the business transfer itself, and customers must in many cases be informed of the change of ownership.
How long does it take to sell a webshop?
It varies like other business sales, but a well-documented webshop with stable figures can in some cases sell faster than a physical business, because the due diligence process is more digital and data-driven. See our general guide on how long a business sale takes.
Ready to sell your webshop? Create your listing and get it in front of the right buyers.
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