Fractional CFO for e-commerce: connect growth, margins and cash

A Fractional CFO for e-commerce helps management understand what each sale actually contributes to the business. Tracking connects orders, logistics costs, returns, acquisition spending and receipts to inform inventory purchases and commercial investments.

Describe my needs Fractional CFO

Build useful margins by product and channel

Rising revenue can conceal deteriorating margins. The dashboard distinguishes prices net of discounts, purchase costs, marketplace commissions, fulfilment, delivery and returns. Costs must be allocated using a stable method to compare channels.

Reporting separates sales, refunds and payment providers' settlement delays. It identifies products whose growth uses cash without generating sufficient contribution.

Finance inventory and prepare sales peaks

The cash forecast brings together supplier orders, deposits, shipping, receipts and upcoming expenses. Different sales assumptions show the safety margin before a campaign.

Working capital tracking connects inventory turnover, supplier terms and collection delays. A large order is decided using available cash and scenarios, rather than expected revenue alone.

Match indicators to decisions

Contribution margin by channel: compare the online store, marketplaces and direct sales after variable costs.

Inventory and returns: track tied-up items, stock coverage and refunds to adjust replenishment.

Acquisition and repeat purchases: compare marketing spend with customer cohorts' contribution, distinguishing assumptions from observed data.

Organise work with the teams

Finance agrees data sources, reconciliation rules and review frequency with e-commerce and logistics managers. Differences between orders, invoices and bank transactions must be explained before reporting is automated.

The CFO coordinates VAT and international flow matters with qualified professionals. The scope depends on sales countries, channels and the accounting organisation.

Scope the engagement and choose support

The scope is defined from available data, deadlines and decisions to make. An initial conversation clarifies deliverables, their frequency and the role of internal teams.

See our Fractional CFO arrangements and fees, client engagement examples and criteria for choosing a firm (FR).

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