For Shopify stores under $2M a year

You built it by hand.
Here's what it's worth.

A straight dollar figure for your store, priced the way buyers price small Shopify businesses — plus the specific moves that would raise it.

About 60 secondsNo signupMethod published
Worked exampleFictional store
Juniper & Oak Candle Co. (example)
Owner earnings (SDE)$156,000
x Multiple3.20x
Size of earnings±0.00x
Business age+0.20x
Revenue growth+0.25x
Estimated price$517K
range $485K – $548K
How buyers price a small store

One line of arithmetic. A lot of judgment in the second number.

owner earningsxmultiple=sale price
Owner earnings (SDE)
Profit before you pay yourself. It's what a new owner would actually take home.
The multiple
Starts at 2.60x and moves between 1.20x and 4.50x based on how risky and durable your store looks.
What moves your multiple
Size of earnings−0.40x to +0.40x
Business age−0.60x to +0.30x
Revenue growth−0.50x to +0.50x
Repeat customers−0.30x to +0.40x
Profit margin−0.30x to +0.30x
Product concentration−0.30x to +0.10x
Seasonality−0.25x to ±0.00x
Refund rate−0.25x to ±0.00x
Every band, published in full
Who it's for

Six situations owners usually find themselves in.

Open the one that sounds like you to see what a buyer notices and where to start.

You answer every email, pack orders and run the ads. The store is profitable, but it needs you most days of the week.

What a buyer seesA buyer sees a job, not an asset, and lowers the multiple to cover replacing you.
  • Free estimateShows how much your owner hours are taking off your price today.
  • CourseThe owner chapter takes you through logging your hours, writing SOPs and handing work off.

Most of your sales come from paid social. When ads work the store grows quickly, and when costs rise, profit falls just as fast.

What a buyer seesA buyer worries about ad costs and platform changes nobody in the business controls.
  • Detailed reportMeasures repeat customers from your real Shopify orders, so you can see how much revenue comes back without ads.
  • CourseThe ads chapter covers auditing your channel mix and growing email, SMS and search.

One product took off and still makes up most of your sales, usually from a single supplier.

What a buyer seesA buyer asks what happens if that product is copied, the supplier fails or demand fades.
  • Free estimatePuts a dollar figure on what product concentration is costing you.
  • CourseThe resilience chapter covers building a range around the hero product and a supplier backup plan.

You know you want to exit, but not what the store is worth or which improvements would matter most to a buyer.

What a buyer seesA buyer prices your last twelve months, so changes made now are the ones that will count.
  • Free estimateGives you a baseline and the improvements ranked by dollar value.
  • CourseTurns those improvements into a 12-month plan, with an AI advisor that knows your numbers.

A buyer or broker has named a price, and you want to know whether it is fair before you negotiate.

What a buyer seesWithout your own number, you are negotiating against the buyer's assumptions.
  • Detailed reportValues the store from your actual Shopify data and the costs you confirm, in a document you can share.
  • CourseCourse members can send an offer to the StoreWorth experts for a second opinion on price and terms.

You and a co-founder need a fair starting point for a buyout, or for bringing in an investor, without hiring an appraiser first.

What a buyer seesBoth sides need a number built from the same method that neither of you chose.
  • MethodologyEvery multiple and factor adjustment is published, so both partners can check the working.
  • Detailed reportA shared, data-backed range to start the conversation. It is an estimate, not a formal appraisal.
The part that pays for itself

Every weak spot comes with a dollar figure.

From the fictional sample store. Your list will be your own, ranked by how much each fix could add to the sale price.

Read the whole sample report
  1. 01
    Widen your profit margin
    38.5% → 43.5% · 1–3 months
    +$64,200
  2. 02
    Accelerate your growth
    +24% a year → +32% a year · 6–12 months
    +$38,400
  3. 03
    Lower your dependence on paid ads
    15.1% of revenue → 12% of revenue · 3–6 months
    +$35,700
Two ways in

Start with the free number. Go deeper when it matters.

Step oneFree

Quick estimate

  • About 60 seconds, six rough numbers
  • Low, mid and high sale price
  • Your multiple and the factors behind it
  • Top improvement ideas with dollar impact
  • No signup, no store connection
Step two

Detailed report

  • Reads up to 24 months of your Shopify orders
  • Revenue trend, repeat rate, concentration, seasonality, refunds
  • Full ranked improvement plan
  • One-time charge through Shopify billing
  • Printable PDF
Then, if you want to move the number

Raise Your Multiple

A course for owners who want a higher price, whether they sell next year or never. 32 lessons in 9 chapters, each tied to a factor in your valuation, with checklists, tool picks, an AI advisor and real experts.

Plan ordered by your own valuation
Checklists that track progress
AI advisor that knows your numbers
Expert messages, optional live calls
one-time
Illustrative examples

How owners use StoreWorth to raise their price.

These six examples were written by StoreWorth to show typical ways owners use the estimate, report and course. They are not reviews from real customers, and the figures are examples, not reported results.

Illustrative example
I was working 45 hours a week and assumed that was normal. The estimate showed my hours were costing me more than any other factor. I used the owner chapter to write SOPs, moved packing to a 3PL and hired a part-time assistant. I'm down to about 12 hours a week.
Multiple · example
2.5x3.0x
Solo founder
Home fragrance store, 4 years trading
Uses: Free estimate + Course
Illustrative example
The report pulled my real Shopify orders and showed how little revenue came from returning customers. I built the post-purchase flows from the course and started on search. The store is less exposed to ad costs, and the numbers make that easy to show a buyer.
Ad spend share of revenue · example
31%21%
Ad-driven brand
Activewear store, mostly Meta ads
Uses: Detailed report + Course
Illustrative example
One harness was most of my sales, from one factory. The resilience chapter helped me plan two products for customers I already had and qualify a backup supplier. The harness still grows, it's just no longer the whole business.
Top product share of sales · example
60%42%
One hero product
Pet accessories store
Uses: Free estimate + Course
Illustrative example
I ran the free estimate as a baseline and re-ran it every quarter. Having one number to track kept me focused on the two or three changes worth the most, instead of trying to fix everything at once.
Estimated value · example
$312k$450k
Selling within 18 months
Specialty coffee store, subscriptions
Uses: Free estimate + Course
Illustrative example
A buyer offered a price with a large earnout and I had nothing to compare it to. The detailed report gave me a range built from my own data, and the experts walked me through which parts of the offer were really cash. I negotiated with my own numbers instead of theirs.
Cash at close in the offer · example
$200k$290k
Owner with an offer
Kitchenware store
Uses: Detailed report + Course
Illustrative example
My co-founder wanted to step back and we needed a fair starting point. Because the methodology is published, we could both check how the number was built. It turned a hard conversation into a discussion about specific factors.
Time to agree a starting price · example
MonthsTwo meetings
Co-founder buyout
Skincare brand, two founders
Uses: Detailed report
From the blog

Reading for owners thinking about selling.

All articles
Plain answers

Before you start

What do I need for the free estimate?
Last-12-month revenue, profit before paying yourself, store age, niche, sales trend and roughly what share of customers come back. Estimates are fine.
Why profit before I pay myself?
A buyer replaces you. Your salary becomes their earnings, so it's added back. That figure is called seller's discretionary earnings, or SDE.
What if my store isn't profitable?
We price it on a revenue multiple instead and say so plainly. It's lower, and reaching profitability becomes the biggest lever.
What does StoreWorth keep from my Shopify data?
The detailed report stores only aggregated metrics — totals, rates and monthly figures — not your individual orders or customers.
Is this an appraisal?
No. It's an estimate based on typical small-store sale multiples. It's not financial advice, a formal appraisal or an offer to buy.

Years of work deserve a real number.

Sixty seconds, six figures you already know, and you'll have it.