Buyer guide
Buy an online business with your eyes open
How to evaluate a listing, what our verification badges mean, what to check before you offer, and how the money moves. Browsing, messaging and making offers are always free.
1 · Evaluate a listing
Six things to look at first
Before you dig into documents, these tell you whether a listing deserves your time.
Profit and its trend
Look at 12+ months month by month. A steady or rising line is worth more than one great quarter.
Revenue concentration
How much comes from the top customer, product or channel? Heavy dependence on one is a risk to price in.
Traffic sources
Organic search, direct and email are sturdier than a single social account or paid ads with thin margins.
Owner hours
What does a normal week look like, and which tasks can you automate, delegate or keep?
Age and history
Older businesses have more data to judge. Ask what changed along the way and why.
What is included
Domain, code, content, social accounts, email list, supplier contacts, inventory. Get it in writing.
On price: small online businesses often sell for a multiple of annual profit, and every listing card shows it. The right multiple depends on the factors above, so compare like with like, and try our valuation tool to sanity-check an asking price.
2 · Verification badges
Green means we checked it. Amber means we didn’t.
Every listing shows the same four checks. A green badge names the source we compared against; anything else is seller-reported.
Seller identity
Seller IDA real, identifiable person is behind the listing.
Evidence: Identity check matched to the account
Domain ownership
DomainThe seller controls the domain being sold.
Evidence: DNS TXT record found on the domain
Revenue
RevenueReported revenue matches the payment processor.
Evidence: Figures checked against Stripe or processor records
Traffic
TrafficReported traffic matches the analytics account.
Evidence: Sessions checked against GA4
A badge means the figure matched its source when we checked. It is not a forecast or an audit. Always confirm the numbers yourself during due diligence.
3 · The NDA
One click unlocks the private details
Many sellers keep the URL and detailed financials private. Accept the click-through NDA on the listing and they unlock instantly, for that listing only.
- You agree to keep the details confidential and use them only to evaluate the purchase
- Your acceptance is recorded, so both sides have a clear record
- You need a free account, so the seller knows who is asking
4 · Due diligence
A checklist before you make an offer
Ask for these in the deal room. A good seller will have most of them ready.
Financials
- Monthly revenue and profit for at least 12 months
- Processor exports (Stripe, PayPal, marketplace payouts) that match the P&L
- Refunds, chargebacks and churn
- All recurring costs, including the owner’s tools and contractors
Traffic & marketing
- Read-only analytics access or a live screen-share
- Search Console queries and rankings for key pages
- Traffic by source and any recent algorithm swings
- Email list size, open rates and how it was built
Product & tech
- Code repository, hosting and third-party services
- Known bugs, technical debt and pending platform changes
- App store, API or platform policies the business relies on
- Support volume and common customer complaints
Operations & legal
- Contracts with suppliers, contractors and key customers
- Trademarks, licences and content ownership
- Any disputes, claims or policy warnings
- Handover plan and how long the seller will support you
For larger or complex deals, consider an accountant or lawyer. StartExus does not give legal, tax or investment advice.
5 · Making an offer
Make an offer the seller can say yes to
Offers are made on the listing and tracked in the deal room. Price matters, but clear terms often matter more.
Price and structure
All cash at closing, or part paid later. Tie any later payment to clear, measurable conditions.
Assets included
List every asset and account that transfers, so nothing is left to assumption.
Transition support
How many weeks of help the seller gives after closing, and in what form.
Timeline and conditions
When diligence ends, when escrow is funded, and what would let either side walk away.
Ask questions before offering. A short call with the seller often answers more than a week of email, and it helps both sides decide if the fit is right.
6 · Escrow & transfer
Your money waits in Escrow.com until you have the business
You never pay the seller directly. Escrow.com holds the funds while assets move over, and releases them only when you confirm.
Buyer
Pays the agreed price into escrow, never to the seller directly.
Escrow.com
Holds the money while the business is handed over.
Seller
Is paid only after the buyer confirms every asset arrived.
- 1
Buyer funds escrow
The agreed price goes to Escrow.com, which confirms receipt to both sides.
- 2
Seller transfers
Domain, code, accounts, content and supplier contacts move over, following a checklist.
- 3
Buyer inspects
The buyer checks everything arrived and works as described.
- 4
Funds released
Escrow.com pays the seller. Its fee is split 50/50 between buyer and seller unless agreed otherwise.
If something is not as described, the dispute is handled before any money is released.
7 · Red flags
Walk away, or slow down, if you see these
If something feels off on a listing, tell us at info@startexus.com. We read every report.
- Asks you to pay outside escrow, in crypto, or by wire straight to them
- Won’t give read-only access or a live screen-share of revenue and analytics
- Screenshots only, with numbers that do not match exports
- A sudden spike in revenue or traffic right before listing
- Pressure to decide fast, or “other buyers” who never materialise
- Vague about what is included or reluctant to transfer accounts
Find your next business
Browse verified listings, or save a search and get an email the moment a match goes live.