CFO Services for eCommerce Businesses — Financial Leadership Built for Online Retail

Most online sellers steer on two numbers: revenue and ROAS. Neither answers the question that decides survival — did yesterday’s orders make money? We specialize in consumer brands that sell at volume, and our experienced CFOs start by rebuilding the P&L the way an operator reads it: contribution margin after landed COGS, freight, duties, payment fees, pick-and-pack, discounts and returns, split by SKU, channel and cohort.

That view changes decisions fast. Clients stop scaling products that lose money at full tilt, renegotiate 3PL terms with real cost data, and shift ad budget toward cohorts that pay back inside their cash cycle. Across the 50+ companies we have transformed, the average documented saving is $43K.

Our sharpest edge is cross-border commerce. Multi-currency revenue, VAT and OSS/IOSS registrations, tariff exposure, transfer pricing and unhedged FX can erase four points of margin before anyone notices. Accountants keep the ledger clean; we make the structural calls that keep international growth profitable.

Every engagement is customized to your channels and stage. These are the outsourced e-commerce CFO services growing brands ask for most:

• Cash flow forecasting — a 13-week rolling model linked to your open-to-buy plan, so stock orders, VAT payments and ad commitments are funded before they land.
• Unit economics and pricing — contribution margin per SKU, bundle and channel, plus guardrails showing the discount depth at which a promotion stops paying.
• Inventory and working capital management — reorder points, days of inventory, cash conversion cycle, aged-stock liquidation, and terms that optimize the gap between paying suppliers and collecting cash.
• Channel and marketplace P&L — Amazon, Shopify, wholesale and DTC side by side, with FBA fees, chargebacks and reimbursements reconciled to the cent.
• Reporting and systems — one accounting platform of record, connected to your store, 3PL and ad accounts so data flows seamlessly into a five-day close.
• Capital and lender readiness — advanced scenario models, covenant tracking and data rooms for the financing solutions that suit stock-heavy models.
• International expansion — entity structure, indirect tax registration, intercompany pricing and FX policy set before you launch, not after the first tax bill.
• Exit and M&A preparation — quality-of-earnings groundwork, add-back schedules and clean historicals that survive buyer diligence.

The engagement is judged on outcomes, not on deliverables:

• Margin recovery — pricing, freight and fee corrections that typically return several points of gross margin in a quarter.
• Cash visibility — you know the runway, the next stock buy you can fund, and the covenant you are closest to breaching.
• Inventory discipline — fewer stockouts on bestsellers, less capital frozen in slow movers, cost control where it will not damage growth.
• Lender confidence — monthly numbers that survive expert scrutiny, with the guidance to defend them.

We do not sell generic dashboards or off-the-shelf solutions — the model, the metrics and the cadence fit how your catalog and channels behave.

• Revenue grew 40% year over year, the bank balance is flat, and nobody can explain the gap.
• You cannot say which of your top 20 SKUs lose money after fees and returns.
• Purchase orders are placed on instinct, so you are out of stock on winners and nine months deep on the rest.
• Ad spend is capped by nerves rather than math, because no one agrees on the CAC payback period.
• A lender or investor asked for a three-year model and a cohort file, and you sent a P&L export.
• The month closes 25 days late, on a cash basis, with COGS landing in the wrong period.
• You are launching in a second country and nobody has priced VAT, duties or the entity structure.

Two or three of these mean a bookkeeper is no longer enough: you need someone accountable at executive level, in the room before decisions are made.

1. Intro call within three hours. Tell us your channels, revenue run rate and the decision that is stuck; we reply within three hours on working days.
2. Financial diagnostic, weeks 1–2. We connect your store, marketplace and accounting data, rebuild 12 months of true contribution margin, and deliver a findings memo with a prioritized action list — the difference between an accountant and the CFO eCommerce operators actually need.
3. Scope and cadence. Weekly or monthly rhythm, transparent hourly rates, no hidden fees, from roughly €1,500 per month. No long-term contracts: scale up before peak season and back down in January.
4. Execution and review. Forecast maintenance, margin and inventory reviews, lender support, and quarterly strategic guidance on where to invest next. We work with companies from $1M to $50M in online revenue.