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Alright, here’s my breakdown of a watch accessories ecommerce brand for sale.

I’m keeping this beginner friendly, but I’m also going to talk like a buyer who actually has to live with the risks.

Quick snapshot from the listing Listing price: $2,400,000 Avg monthly revenue: $892,856 Avg monthly profit: $104,282 Multiple: 23x monthly profit (about 23 months payback if profit stays the same) Profit margin shown: 12% SKUs: 1,020 Customers: 850,000 Lifetime revenue: $35.7M Email and SMS list: 310,000 Repeat purchase rate: 32.4% CAC about $40 LTV about $110 Main markets: US 80%, Australia 8%, UK 7.5%, Canada 4% Owner time: under 5 hours per week (per the listing) Stack: Shopify plus Amazon FBA, fulfillment via a Texas 3PL, team plus agencies

See the full listing here

My quick math checks

Annual profit based on the average: $104,282 x 12 = $1,251,384 Annual revenue based on the average: $892,856 x 12 = $10,714,272 That lines up with about an 11.7% margin, pretty close to the listed 12% Also, lifetime revenue $35.7M across 850k customers is a rough $42 per customer order on average (rough math, not the full story)

What I like

This is not a “one product wonder.” 1,020 SKUs can be a pain, but it also spreads risk.

The repeat rate at 32.4% is a real sign the product has legs. Big owned audience: 310k on email and SMS is a lot of fuel if the list is clean and engaged.

A real operating setup: 3PL, support team, media buyer, creative, agencies. You’re buying a machine, not a side project.

What makes me nervous

Margin conflict The listing shows 12% profit margin, but the description also mentions 9% net margins. That’s a big gap at this scale. I would not gloss over it. I’d want the P and L to explain it clean.

TACoS and COGS numbers look off TACoS is shown as 1% and COGS percent is shown as 1%. For physical products, 1% COGS makes no sense. This might be a data field issue, or it might be calculated in a weird way. Either way, this is a “stop and verify” item for me.

Heavy paid ads dependence They say the growth engine is paid acquisition on Facebook and Google. That can print money, but it also means ad costs, tracking changes, and account risk can hit you fast.

SKU and inventory complexity 1,020 SKUs means forecasting, reorder points, dead stock, and returns management matter a lot. You need clean inventory ops or profit gets eaten alive.

What work is really involved

Even if the owner is under 5 hours a week, someone is still steering the ship. Expect ongoing work like this: Monitoring sales, ad performance, and inventory every day Approving creative direction and promo timing Keeping the Shopify store clean: themes, apps, speed, checkout flow, tracking Managing Amazon listings, reviews, and compliance Reviewing 3PL accuracy, shipping times, and return rates Email and SMS testing, list health, deliverability, segmentation Team management in Slack and ClickUp so things do not drift

How I’d grow this past “just running ads”

TikTok Shop, but done like a system Not random posts. Build 30 to 60 creator clips a month, test hooks, then recycle winners into ads and product page media.

Wholesale and retail partnerships They already have catalogs and packaging ready. That’s a real lever. Get into watch stores, mens boutiques, gift shops, even airport retail.

YouTube and SEO for evergreen sales Build simple videos and guides: strap sizing, strap care, gift guides, “best straps for” lists. This niche has search intent and can lower your paid ads pressure over time.

Bundles and add ons to raise order value A lot of watch accessory brands win by bundles: strap plus tool plus travel case. Push bundles on product pages and post purchase offers.

International expansion with localized offers They already have demand outside the US. Add localized shipping thresholds, currency, and region specific promos, then run country level creatives.

Is the price negotiable

23x monthly profit is not crazy, but it’s on the lower side for a clean, stable brand at this size. That tells me there may be risk priced in. If the margin conflict and those TACoS and COGS fields do not match the real P and L, I’d push harder on price or structure.

If everything checks out clean, you may have less room to move, but you can still negotiate terms like inventory included, transition support, a seller note, or an earnout tied to profit staying stable.