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How Ecommerce Brands Are Valued (Multiples Explained)

Eightx · eightx.co Free Intermediate

A clean, current explainer of the multiples actually used in ecommerce valuation - SDE vs EBITDA vs revenue multiples - and when each applies, useful as the reference to sanity-check any number a buyer throws at you.

  • Mid-market DTC brands typically sell for 4x-8x adjusted EBITDA as of 2026.
  • Smaller brands under ~$1M profit often sell at 3-4.5x annual profit.
  • High-growth or subscription DTC brands may be valued on revenue multiples instead.
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The question it answers

  1. How is my D2C brand actually valued when someone wants to buy it?

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