Fractional CFO · E-commerce

Fractional CFO for e-commerce and marketplace brands

We take over the finance function of your online brand: true margin by SKU and channel, a weekly cash forecast, and a monthly close with management reporting you can read without an accountant. Monthly retainer – no full-time CFO hire, no long contracts.

Book a CFO diagnostic call

30 min · No pitch · A real CFO, not a chatbot

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Who it's for

You already have revenue, but pricing, purchasing and ad decisions are made on gut feel.
Your bookkeeper handles taxes, but can't tell you which products make money and which you subsidise with ads and shipping.
You sell in more than one channel, inventory eats your cash, and profit shows up in the report but not in the bank.

Symptoms you need this

If more than two of these sound familiar, this is the service to start with.

›Revenue grows, but cash in the bank doesn't.

›You don't know the fully loaded margin of your top SKUs.

›Shopify, Amazon and wholesale results can't be compared side by side.

›Supplier payments and marketplace payouts regularly surprise you.

›Ad budget is set without a clear CAC or MER target.

What you get

Margin by SKU

Full landed cost per SKU: purchase price, freight, duties, packaging, fulfilment, returns, marketplace fees and share of ad spend.

13-week cash forecast

Weekly cash forecast built on real payout dates and supplier payment terms.

Monthly management reporting

P&L, cash, inventory and unit economics by channel – plus a review call with your CFO.

Included

SKU and channel unit economics
13-week cash flow forecast, updated weekly
Monthly P&L, cash and inventory reporting
MER, CAC and inventory turnover tracking
Monthly CFO review call
Works on top of your current bookkeeping and tools

Not included

Bookkeeping and tax filing
PPC campaign management
Replacing your accounting software (only if it blocks correct numbers)

How it runs

Day 1

30-minute diagnostic call

We look at your channels, data and the decisions you need numbers for.

Week 1–2

Access and data review

Shopify, marketplaces, ads, 3PL and bookkeeping connected and cleaned.

Month 1

Reporting and forecast

First reporting pack and cash forecast delivered within 30 days of start.

Ongoing

Regular rhythm

Weekly on cash, monthly on profit – month-to-month renewal.

Artifacts we deliver

SKU margin table

Fully loaded contribution per product and channel.

Cash forecast

13 weeks ahead, rolled forward every week.

Monthly report

P&L, cash, inventory and channel unit economics in one pack.

Decision notes

What to reprice, reorder, cut or scale – written after each review.

Where this played out

All cases

Remilia Hair

Investment-Ready Financial Infrastructure

From cash crunch to investor-ready finance

Feel My Skin

Transparency-Driven Strategy for Retail Expansion

22% net margin

N1 Home

Cash Flow Diagnostics & Investor Readiness

Investor-ready in 8 weeks

Want to dig in first? Our e-commerce finance hub groups every guide, tool and case study on cash, margin and reporting.

Fractional CFO for e-commerce: questions founders ask

Why does my revenue grow while cash doesn't?+

Usually because inventory, supplier payments, marketplace payouts and ad spend tie up cash, and nobody sees the fully loaded margin on each product. We build a SKU margin table with freight, duties, fulfilment, returns, marketplace fees and each product's share of ad spend, and a 13-week cash forecast updated weekly, so you can see where profit stops before it reaches the bank.

What do I get each month?+

A monthly report with P&L, cash, inventory and channel unit economics, plus a CFO review call. We also deliver decision notes on what to reprice, reorder, cut or scale, and track MER, CAC and inventory turnover. Cash is reviewed weekly and profit monthly.

Can you compare Shopify, Amazon and wholesale results?+

Yes. We connect Shopify, marketplaces, ads, your 3PL and bookkeeping, clean up the data, and put every channel on a comparable unit economics view, so you can see which products and channels earn money and which don't.

How quickly will we see results?+

The engagement starts with a free 30-minute diagnostic call. Weeks 1–2 are data access and clean-up, and within 30 days of the start you receive the first reporting pack and cash forecast.

Do I need a long-term contract?+

No. It is a monthly retainer with month-to-month renewal and no long contracts, and an NDA is signed for every engagement. We do not do bookkeeping, tax filing or PPC management.

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Client reviews