// seller guide

How to sell your online business

Everything you need to prepare, price, list and close a sale on StartExus, from your first spreadsheet to the final payout.

start your listing →get a free valuation

// step 1

Prepare your business for sale

Good preparation is the biggest factor in a smooth sale. Gather the records buyers will ask for before you list.

Financial documentation

  • Last 12 to 24 months of revenue records
  • Bank statements and payment processor records
  • Profit and loss statements
  • Tax returns (if applicable)
  • Expense breakdowns and recurring costs

Performance metrics

  • Analytics data and traffic reports
  • Customer acquisition costs and metrics
  • Conversion rates and sales funnels
  • Customer retention and churn rates
  • SEO rankings and keyword performance

// step 2

Value your business

A realistic price attracts serious buyers and shortens the sale. These are the methods buyers use.

Profit multiple

The most common method for small online businesses: a multiple of annual profit (seller discretionary earnings). Recurring revenue, growth and low owner time push the multiple up.

Revenue multiple

Used for fast-growing or subscription businesses where profit is reinvested. Buyers will still look closely at margins.

Asset-based

Value based on tangible and intangible assets, such as the domain, inventory, content, code and IP. Useful for early or pre-revenue projects.

get a free valuation →

An estimate to start from, not an offer.

What increases value

  • Consistent revenue growth
  • Recurring revenue model
  • Diversified traffic sources
  • Strong brand and domain authority
  • Documented processes and systems
  • Low owner dependence

// step 3

Create a listing buyers trust

Listing is free and takes about 15 minutes. A clear, honest listing gets more serious inquiries.

A clear, specific title

Lead with what the business is and its strongest proven number.

Example: "B2B invoicing SaaS, 3 years old, recurring revenue, about 4 hrs/week"

A complete description

  • Business model and revenue streams
  • Target market and customers
  • Key features and competitive advantages
  • Growth opportunities
  • Why you're selling

Trust signals

  • Proof for your revenue and traffic
  • Clear screenshots
  • A detailed list of included assets
  • Honesty about challenges
  • Fast replies to buyer questions

// step 4

Get verified by a real person

Every listing is reviewed before it goes live, usually within one to two business days. Each check we confirm shows as a green badge on your listing.

Seller identity

We confirm who you are before your listing goes live.

Domain ownership

Add a DNS TXT record we look up, or show admin access.

Revenue

We compare your figures with payment processor or bank records.

Traffic

We compare your numbers with your analytics.

Sell confidentially if you prefer

Hide your business name and URL and require buyers to sign an NDA before they see private details.

// step 5

Negotiate and close safely

Close however you both agree; for most deals we recommend Escrow.com, a licensed escrow company. With escrow, the buyer's money is held until the transfer is complete and confirmed, so neither side has to trust the other with the money.

Typical sale timeline

Rough ranges only. Every deal is different.

  1. Preparation

    1 to 2 weeks

    Gather documentation, create your listing, get verified.

  2. Marketing

    2 to 6 weeks

    Listing goes live, you receive inquiries and answer questions.

  3. Negotiation

    1 to 2 weeks

    Receive offers, negotiate terms, agree on the final price.

  4. Transfer

    1 to 2 weeks

    Buyer funds the deal (we recommend Escrow.com), you transfer assets, buyer confirms, you get paid.

What it costs to sell

Listing
Free
Success fee when it sells
$0 no fee, whatever the price
Escrow.com fee (optional)
Escrow.com charges its own fee for holding the funds, which buyer and seller agree how to split.

// example

A business that sells for $40,000 pays StartExus $0. You keep the full sale price.

see full pricing →

// best practices

Do this, avoid that

Do

  • Be transparent about all aspects of your business
  • Respond quickly to buyer inquiries
  • Keep detailed records and documentation
  • Price realistically, based on proven profit
  • Provide comprehensive handover documentation

Don't

  • Hide important business information
  • Overprice based on emotional attachment
  • Neglect the business during the sale process
  • Rush through due diligence questions
  • Hand over assets before the money is secured

// next step

Ready to sell your business?

List free, get reviewed by a real person, and close with optional Escrow.com protection. No listing fee and no success fee.

start your listing →ask a question