E-Commerce & Web Shops, Financial Model, Online Businesses

10-year Financial Projections, 5-year Financial Projections, Accounts Payable, Accounts Receivable, Annual Recurring Revenue (ARR), Average Order Value (AOV), Average Revenue per User (ARPU), Budget, Budgeting, Cash Flow Analysis, Cash Flow Projections, CFO, Chart, Churn, Consolidation, Customer Acquisition Costs (CAC), Customer Lifetime Value, Dashboard, Financial Due Diligence, Financial Feasibility, Financial Model, Financial Modeling, Financial Projections, Financial Ratios, Financial Statements, Forecast, Forecasting, Income Statement, Investing Cash Flows, KPIs (Key Performance Indicators), Profitability Analysis, Revenue Projections, Scenario Analysis, Sensitivity Analysis, Three Statement Model | Three Financial Statements, Users, Uses and Sources of Funds, Valuation

This investor-ready E-commerce Financial Model is a complete planning and fundraising toolkit for online retailers and DTC brands. Built around a clean, corporate aesthetic, it delivers rigorous logic with intuitive navigation so founders, finance teams, and investors can understand the business at a glance.

What it’s for
Plan sales, margins, headcount, cash runway, and funding needs over 3–5 years. Stress-test scenarios (pricing, conversion, channel mix), validate unit economics (AOV, CVR, CAC, LTV), and present a credible, defensible story to stakeholders.

Model structure

START HERE: quick guide and color legend.
Assumptions: all inputs in light blue with validation (percentages 0–100%, positive currency, dropdowns for frequency and fulfillment model).
Marketing: paid budgets by channel, derived traffic from CPV, and ROAS.
Revenue & COGS: full funnel (traffic → CVR → orders → AOV → revenue) with channel splits; COGS components (product cost %, payment fees, shipping); inventory schedule (opening → purchases → COGS → closing), plus inventory turns/days.
Operating Expenses: role-based headcount (start month, FTE, base salary, benefits %), G&A/Software/Other with growth.
Financials: integrated Income Statement, Balance Sheet, Cash Flow; working-capital schedules for A/R, Inventory, A/P; EBITDA, taxes, and net cash.
Dashboard: modern KPI cards (AOV, CVR, Orders, LTV, LTV:CAC, Cash), charts for revenue & EBITDA, traffic by channel, ROAS trend, COGS donut, cash runway, and inventory turns.

Highlights

Investor-grade formatting, locked calculations, consistent styles, and gridlines off for a premium look.
Robust error handling (IFERROR), clear tooltips, print-ready layouts.
Scenario-friendly: tweak CVR, AOV growth, channel budgets, and benefits to see instant impacts across the 3 statements.
Unit economics: CAC (paid & blended), LTV (with repeat-purchase rate & lifespan), and the LTV:CAC ratio surfaced prominently.
No circular references: cash and working capital are modeled left-to-right for stability.

Who needs it
Founders, FP&A, and consultants evaluating ecommerce launches, fundraising, or scale-up plans who want a clean, defensible model that just works.

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