Can You Sell Your Webshop Privately to a Company? What You Need to Know

Unlike a simple income-generating website, a webshop is typically an active, ongoing business — with customers, suppliers, inventory, and usually already a business registration (CVR number in Denmark), since you've been running sales commercially. That means a private deal with a company as buyer needs to be handled a bit differently than a simple website sale.

Can I sell directly to a company without a broker?

Yes. If you already have an interested buyer — for example a company in the same industry looking to expand — there's nothing stopping you from negotiating and completing the deal directly, without a middleman. That does place greater demands on you (or your accountant, and potentially a lawyer) to make sure the agreement is correctly drafted, and that the transfer is handled correctly both legally and tax-wise.

Should VAT be added to the sale?

This is where a webshop typically differs from a simple website: if you sell the whole webshop as a going concern — including customers, inventory and ongoing operations — the sale can generally happen without VAT, because a full or partial business transfer is exempt from VAT under the relevant rules. If you only sell individual assets separate from the overall operation, the rules can be different. This is one of the most important things to clarify with an accountant before setting a price and entering an agreement — the difference can matter quite a bit for both parties' numbers.

What should you have in order for the handover itself?

• Customer data: Must be transferred GDPR-compliantly — it's not just a matter of sending an Excel file. If you're unsure what that requires, it should be clarified before any data is exchanged.
• Supplier agreements: Check whether your supplier agreements can be transferred to a new owner, or whether the buyer needs to enter new agreements from scratch.
• Payment provider: Accounts with payment providers (e.g. Stripe or Quickpay) are usually tied to you personally or as a business — clarify early whether the buyer should take over the account, or whether a new one needs to be set up.
• Inventory: Should be part of a physical count and valuation if it's included in the deal.
• History and accounts: The better documented revenue, order volume and earnings are month by month, the easier it is for a buyer — private or company — to trust the numbers.

Why would a company want to buy your webshop privately?

Companies often acquire smaller, well-run webshops to gain access to an existing customer base, an established brand, or a niche market position they would otherwise have to spend time and money building themselves. That makes a private, direct deal attractive to both parties — you avoid broker fees, and the buyer gets a faster path to market.

What if you're unsure about the value?

Whether you sell privately or through a listings platform, it's a good idea to get a realistic picture of what the webshop is actually worth before entering negotiations — so you don't sell too cheaply, or set a price that scares off serious buyers.

Frequently asked questions

Do I need to charge VAT when I sell my webshop to a company?

If you sell the whole webshop as a going concern, it can generally happen without VAT under the business transfer rules. If you only sell individual assets, the rules can be different — always get this clarified with an accountant before the deal.

Can I sell my webshop without using a broker?

Yes, if you've found a buyer yourself, you can negotiate and complete the deal directly. This does place greater demands on making sure the agreement and transfer are handled correctly, so it can be a good idea to have an accountant or lawyer review it.

How do I legally transfer customer data to a new owner?

Customer data must be transferred GDPR-compliantly — this typically requires the transfer to happen as part of a genuine business transfer, and in some cases customers need to be informed. If in doubt, get this clarified before any data is exchanged.

Ready to list your webshop for sale? Create your listing here, or read more about what buyers look for in our guide on selling your webshop.