SALE PENDING: 7.5 Y/O eCommerce Store Selling Its Own Brand of a Sporting Goods Accessory - $4k Profit/Mo

A Private-label store in the Sporting Goods industry

LIST PRICE: $210,000

  • Average Monthly Revenue: $7,965
  • Average Monthly Net Profit: $3,965
  • Profit Margin: Gross: 61.8% / Net: 49.8%
  • Monthly Multiplier: 40x + Inventory (at Cost)
  • Business Created: Fall 2015
  • Owner Hours Required: 4-5 hours per week

This 7.5-year-old private label eCommerce store sells its own unique brand of self-designed sporting goods accessories and generates an average of $4.0k profit/month. A 3rd Party Logistics (3PL) company handles all order fulfillment, allowing the owners to only spend 4-5 hours per week on the business.

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Sale Pending


Up for sale is a 7.5-year-old private label eCommerce store that sells its own unique brand of a sporting goods accessory. The two founders/owners of the business (who are both engineers and sports enthusiasts) have designed the products themselves. They've been selling their flagship products for several years, but they just recently released a higher-end premium line of products in 2023. They also have several ideas/design concepts created for additional products, which they will pass along to the buyer. (Note: The domain name and niche will be disclosed after you sign the NDA.)

In 2023, the store averaged about $8.0k revenue per month and about $4.0k net profit per month. Yes, that means it has about a 50% net profit margin (after all expenses)... 49.8% to be exact. The business currently has about $50,000 of inventory (at cost value) on the shelves at the 3PL fulfillment center that takes care of order fulfillment. The inventory on hand as of the date of closing is included in the sale.

The founders/owners of the business have done very little in the way of marketing and advertising. Almost all of the traffic to the website comes from a combination of a) direct traffic from past visitors and returning customers (of which there are over 2,300) who know the site's domain name, and b) free organic traffic from the site's organic rankings in Google and other search engines. The brand name is quite well known within the niche, as evidenced by the fact that 6 of the 12 #1 Google rankings the site has contain the brand name in the search phrase. And we're not talking about miniscule-volume search phrases that barely register in Google. These 6 brand-specific search phrases get about 390 searches per month. (The other 6 #1 rankings for non-brand-specific phrases add another 530 monthly searches.) See more info in the Marketing & Traffic section below.

Because the 3rd Party Logistics (3PL) company handles order fulfillment, the two owners currently spend an average of just 4-5 hours per week on the business between the two of them (combined). They are selling the business because they feel like they have growing families (i.e. more expenses and more time commitments), they both recently started new jobs that place more demands on their limited time, and they like the idea of cashing out.

Assets Included in the Sale

  • Domain name and website content
  • All inventory on hand at closing (currently ~$50,000 at cost value)
  • Registered trademark
  • Supplier agreement with manufacturer
  • Professional product photos, logos, stickers, marketing designs, etc.
  • 3PL account for warehousing, distribution and global order fulfillment
  • Designs for existing products as well as ideas/concepts for additional product lines
  • Social profile accounts: Facebook (3.1k followers) and Instagram (2.0k followers)
  • Customer list (over 15k) and email list (2.7k opt-ins)
  • Agreements with 6 active affiliates / influencers
  • 30 days of support to train you/your team on how to run the store

Site & Social Media Links


Financial Information

Following is the P&L Statement for the 12-month period January - December 2023. Click on the image to open a full-size version of it in a new tab. (Note: The revenue surge in August and continuing into September was primarily related to re-stocking inventory in addition to a couple large wholesale orders.)

Profit and Loss Statement for Trailing Twelve Months

The store boasts a phenomenal 61.8% gross profit margin (after Cost of Goods Sold and shipping/fulfillment costs) and an even more impressive 49.8% net profit margin (after all expenses). The owners haven't historically done much with paid advertising, but it's clear to see that the healthy profit margins leave plenty of room to marketing and advertising if you choose to do so.

The owners use a USA-based 3rd Party Logistics (3PL) company to warehouse their inventory and handle all order fulfillment, which enables them to only put in a combined 4-5 hours per week. All 3PL fulfillment costs are included on the 'Shipping & Fulfillment' line of the P&L Statement.

The following sales report from WordPress/WooCommerce supports the 'Revenue' number shown in the P&L above, though it's a bit lower than the P&L figure due to it not including several large wholesale orders processed outside WordPress.

2023 WooCommerce Sales Report

The owners will of course give the buyer an opportunity to conduct extensive due diligence and verify all revenues and expenses, together with a thorough review of the supply chain, day-to-day operations and other business logistics.

Marketing & Traffic

As you can see from the Google Analytics 'User Acquisition' report below, virtually all of the site's traffic is free traffic. Organic search traffic (driven by the site's organic rankings in Google and other search engines) accounts for 39% of total visitors, direct traffic (i.e. people who know the site's domain name and come directly to it) makes up 33% of total traffic, and organic video traffic (14%) and organic social traffic (11%) account for almost all the remaining traffic.

Google Analytics User Acquisition Report

Note: The above report is for the relatively short 6-week period Dec 21, 2023 through Feb 5, 2024 as the owners didn't previously have Google Analytics set up properly. But the owners say the above report should be a fair representation of general traffic trends.

Free organic search traffic is driven by high rankings in Google and other search engines. The following table shows how many keyword phrases (i.e. search phrases) the site ranks for in (USA) and the combined monthly search volume for each grouping. All data is from as of February 5, 2024.

Google Rank# of KW PhrasesMonthly Searches
#112 920

Note: After you sign the NDA, you can download the report from the Additional Information & Reports section to see the keyword rankings data.

It's quite noteworthy that 6 out of the 12 #1 rankings contain the brand name in them, and more importantly, get a substantial amount of monthly searches. The 6 keyword phrases are collectively searched for around 390 times per month. This is a clear indication that the brand is both known within the niche and sought after. This goes hand in hand with the fact that the store has had over 2,300 return customers over the years. People absolutely love these products!

The owners have dabbled here and there with a handful of "boosted posts" on social media over the years, but they readily admit that they're engineers (not marketers or sales guys) and don't know the first thing about online marketing. They've created a stellar product and built a great reputation in the industry... but they haven't really capitalized on that reputation to really ramp up sales. They essentially just get sales from free visitors finding their site on the web and return customers coming back for more. An experienced internet marketer with the desire and resources to blow up sales (both with existing products and new products in the same niche, many of which the sellers already have plans & designs for) could take this business to another level.

Products & Store Catalog

The store carries 18 products: 6 varieties of 3 core product lines. Two of these 3 product lines have been offered for several years, but the 3rd product line (a higher-end premium line) was just released in 2023. It's been selling quite well already. (Once you sign the NDA, you'll be able to see the domain name of the site and the exact niche it operates in.)

The owners have several ideas for additional product lines within the same niche that could capitalize on the well-established and reputable brand name they've created (as well as the loyal return customer base of 2,300+ repeat customers). They will be happy to share these ideas and design concepts with the new owner.

Top Growth Opportunities

  • Sell products in large online marketplaces - None of the products are listed in any of the major online marketplaces such as Amazon, Walmart, Etsy, Target+, etc. For many online businesses, marketplace sales generate far more sales than their stand-alone website. While these marketplaces do take a ~15% commission, they have huge audiences with tens of millions of active shoppers. And since this business has an amazingly healthy 61.8% gross profit margin, there will still be plenty of profit left over after paying the marketplace fees.

  • Add new products within the same niche - The owners have ideas for several additional product lines that could be added to the store to increase revenues. (They even have design concepts drawn up for a couple of them!) With the loyal customer base they've built up (comprised of over 2,300 return customers) and the strong brand reputation they've established within the niche, expanding the product line should significantly increase revenues and profits. (They simply haven't had the time to roll out the new products.)

  • Launch paid advertising campaigns - The two owners are engineers by trade and enthusiasts of the sport, but they know very little about internet marketing. (And they'll be the first to admit it.) They've designed very nice products that other enthusiasts of the sport absolutely love, but they haven't done a very good job of getting the product in front of their target audience. With the huge profit margins the store has, there's plenty of room to run various paid advertising campaigns (Google, Microsoft, Facebook, Amazon, Pinterest, TikTok, etc.) to bring more traffic to the website and boost sales.

Buying Process

You can make an offer for this business here. We will immediately present your offer to the sellers. If they accept your offer, we'll notify you immediately and update this page to let other interested parties know that an offer has been accepted.

Once your offer is accepted, a 30-day due diligence period will begin (during which time other interested parties may place a "back-up offer" in case the sale falls through for whatever reason). During this 30-day due diligence period, we'll work closely with you and the seller to help you complete due diligence.

Once the Asset Purchase Agreement (APA) is signed and the sale is completed, we will update this page to let other interested parties know that the sale has been finalized and remove this listing from the Store Coach Marketplace.

Sale Pending

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Additional Information & Reports


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