Ecommerce M&A activity in the lower middle market has demonstrated strong resilience and growth, especially after the recent US election due to the president-elect's promises of deregulation. Learn how new policies could drive a stronger market in the Ecommerce Winter 2024 Report.
ECOMMERCE & CONSUMER PRODUCTS ANNUAL REPORT
2025
Index
Macroeconomic Outlook
03
Industry Overview
07
Market Breakdown
11
M&A Activity
16
Select FE International Transactions
21
Ecommerce Funding
27
Looking Ahead
32
Behind this Report
34
About FE International
35
2
Macroeconomic Overview
A New Year, a New Hope
Real GDP Growth (% YoY)
Global economic outlook is more hopeful for 2025. Cabinet changes across several of the G20 and accommodative monetary policies signal greater potential for growth across markets and industries. The incoming US Presidential Administration heavily influences the global macroeconomic outlook for 2025. The election of Donald Trump in the US is widely expected to improve the economic and regulatory landscape for business owners. In the international arena, President-elect Trump’s trade policies will likely focus on attempting to solidify U.S. dominance in areas such as digital technology and artificial intelligence, broadly benefitting the tech industry as a role. US President-Elect Trump's generally pro-business stance is encouraging to global markets. The new administration's proposed tax policies could lead to substantial changes in the US economy and its partners. Tax cuts, particularly for corporations and high-income earners, might stimulate investment and economic activity. While global financial markets are especially poised for a potentially transformative period, across- the-board tariffs from the US would be unusual — the impact on the global economy could be considerable. However, the potential imposition of tariffs is more likely the starting point of negotiations. Worldwide GDP is forecast to expand 3.0% next year, slightly below prior estimates. The UK and EU are expected to continue to struggle with growth but could be impacted positively by events in the U.S. In China, growth is expected below the official 5% target for the year. For the U.S., there is no consensus, and forecasts are being reconsidered at this writing. Goldman Sachs and UBS forecast 2025 U.S. GDP growth at 2.7-2.9%. The U.S. economy could initially grow slightly faster under Trump's plans to cut corporate taxes, but that impact could quickly fade depending on the effects of a tariff conflict. The Conference Board’s Consumer Confidence Index rose to 111.7 in November 2024, an increase of 2.1 points from October and the highest level since July 2023. This likely reflects increased consumer optimism following the U.S. presidential election and more positive assessments of the current labor market.
4.8%
4.1%
3.3%
3.0%
2.9%
2.7%
1.5%
1.2%
0.9%
0.8%
24E 25E
24E 25E Euro Zone
24E 25E
24E 25E
24E 25E
US
UK
China
World
Consumer Confidence Index (%)
Index, 1985 = 100
140
Recent uptick in Consumer Confidence
130
120
111.7
110
100
90
80
2020
2021
2022
2023
2024
2025
Source: S&P Global Economic Research and The Conference Board.
4
The Lower Middle Market: A Hidden Gem for M&A Central banks worldwide have continued a gradual reduction in policy rates, which is expected to greatly benefit M&A activity through 2025. The lower-interest-rate environment benefits sellers by making deals more affordable and attractive. Lower borrowing costs translate to reduced debt, quicker deal timelines, and less complex financing structures. Sellers may be able to negotiate for larger upfront payments and fewer deferred payments or earn-outs, as lower borrowing costs reduce the need for such complex arrangements.
The recent interest rate cuts are encouraging for buyers and sellers alike, especially as capital deployment becomes a priority at year end. The [US] Fed didn’t commit to a timeline for the next cut, possibly a signal of caution with policy shifts from the new US administration. Inflation is still “somewhat elevated," so they are walking a tightrope. Powell’s challenge? Balancing a cooling labor market with inflation control. For business owners, this could mean opportunity in the months ahead.
Thomas Smale CEO of FE International
The underlying technology and platform primarily drive lower middle market deals. Lower middle market deals valued under $100 million often require less financing, making them less sensitive to interest rate fluctuations, but lower rates can lead to even more favorable terms and increased deal activity. Importantly, overall economic optimism and a pro-business environment can lead to increased deal activity, especially in the lower middle market. For instance, the US President- elect has expressed plans to deregulate the financial industry and emphasizes technology solutions for financial transactions, which portends well for increased deal activity.
Interest Rate (%)
Rate cuts by Central banks
Quote from Randal The true driver of success in lower middle market technology deals lies in the underlying technology. In sectors like FinTech, where innovation is paramount, the ability to acquire and deploy transformative technologies will ultimately determine deal outcomes. Additionally, a pro-business environment can, on the margin, prompt more transactions to be considered and pursued.
4.38% 3.40% 4.75%
1.00%
Randal Stephenson Head of Investment Banking of FE International & CEO of FE Capital Markets LLC 1
Jan-22
Sep-22
Jun-23
Mar-24
Dec-24
US (Fed)
Euro Area (ECB)
United Kingdom (BoE)
Switzerland (SNB policy rate)
Source: Interest rates as per central bank data of respective regions. Note: ECB = European Central Bank, BoE = Bank of England, SNB = Swiss National Bank. (1) Securities transactions offered and managed through FE Capital Markets LLC, Member FINRA/SIPC (FINRA CRD# 314943).
5
Venture Capital & Private Equity Investment Outlook
VC Dry Powder ($B) by Vintage
PE Dry Powder ($B) by Vintage
$800 B
$1,800 B
$1,600 B
$700 B
$1,400 B
2024 2023 2022 2021 2020 2019 2018 2017 2016
$600 B
2024 2023 2022 2021 2020 2019 2018 2017 2016
$1,200 B
$500 B
$1,000 B
$400 B
$800 B
$300 B
$600 B
$200 B
$400 B
$100 B
$200 B
$0 B
$0 B
2014 2015 2016 2017 2018 2019 2020 2021
2022 2023 2024
2014 2015 2016 2017 2018 2019 2020 2021
2022 2023 2024
• Venture capital fundraising in 2024 exceeded 2023 levels. Private equity fundraising, while anticipated to be lower due to higher interest rates, still surpassed $500 billion. • VC and PE firms hold approximately $650 billion and $1.4 trillion of dry powder, respectively. Favorable market conditions should create a favorable environment for robust M&A activity across sectors.
• M&A activity could surpass 10-year averages as US President-elect Donald Trump's pro-growth policies, lower corporate taxes, and expected deregulation are anticipated to create a deal-making surge in 2025, according to Goldman Sachs CEO David Solomon.
Source: Pitchbook Q3 2024 Global Private Market Fundraising Report and NY Post, 10 December 2024.
6
Ecommerce & Consumer Products Industry Overview
The State of Ecommerce Ecommerce M&A activity in the lower middle market has demonstrated strong resilience and growth, especially after the recent US election due to the president-elect's promises of deregulation. Further, the sector has thrived given a combination of robust consumer demand for digital shopping and the expected favorable economic conditions under the new US administration. The Ecommerce sector has experienced a remarkable 41% YoY increase in deal volume, far surpassing the broader consumer industry's modest growth of 0.6%. This surge follows a period of subdued activity in 2022 and 2023, signaling the release of pent-up demand among buyers. Strategic buyers have been especially active, making up 58.2% of total transactions in the Ecommerce M&A market, while private equity firms accounted for 41.8%. Notably, private equity firms have shown a significant rise in add-on acquisitions, highlighting their focus on strengthening existing portfolio companies within the Ecommerce space. The prevalence of bolt-on strategies among private equity firms, where smaller companies are added to existing portfolio companies, has surged. In 2022, the ratio of bolt-on deals to platform deals reached a record high of 7.6:1, indicating a strong trend toward consolidating smaller firms within larger platforms. The financing environment is becoming more favorable as interest rates stabilize or decline, making capital more accessible for M&A deals. The availability of private equity capital should allow firms to pursue acquisitions more aggressively.
8
Ecommerce by the Numbers
B2B Ecommerce GMV
(In Billion of USD)
9,837 11,332 13,299 14,874 17,880 21,019 24,453 28,082 32,118 36,163
• The global B2B Ecommerce market will grow at a 14.5% CAGR through 2026.
• Fashion represents the largest share of B2C Ecommerce sales, accounting for ~24.2% of the total sales.
• This sector has remained resilient despite recent inflation and high interest rates impacting consumer spending. While spending on goods saw modest YoY increases of 1.1% in Q1 and 1.9% in Q2 2024, consumers have continued to prefer shopping on Ecommerce platforms. • Subscription services, spanning sectors like food, beverages, and fashion, continue to grow rapidly. It is projected to reach $1.5 trillion by 2025, with services like clothing rentals and meal kits becoming increasingly popular.
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 North America Europe Middle East LATAM & Carabean Rest of the World
(In Billion of USD) B2C Ecommerce Revenue Forecast
5,178.3 5,557.5
4,865.2
4,190.8
3,640.2
3,321.7 3,322.6
2,668.6
2,051.6
1,774.0
1,450.3
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 Electronics Fashion Furniture Toys, Hobby & DIY BHPHC Media Beverages & Food
Source: Forbes Advisor
9
Key Growth Trends
AI quickly became a popular tool to learn about market trends and make the sales process more pleasurable for customers. For example, consider the trend of virtual fitting rooms, which allows users to visualize how clothing products look on them before making purchases online. Tools like these use AI for several functions, like enhancing the accuracy of fit predictions and suggesting similar options through optimized algorithms. Ecommerce companies are turning to these tools to help reduce return rates and other operational costs. More users prefer social media over search engines for brand research, highlighting the growing importance of social media marketing and user-generated content in building meaningful customer connections and fostering strong consumer loyalty. Moreover, The rise in mobile shopping enhances accessibility and increases customer touchpoints, which are increasingly driven by visually engaging content, such as short videos. This shift is shaping an interactive Ecommerce landscape that aligns with consumer preferences. The Ecommerce sector has outpaced the broader consumer industry, which only saw a 0.6% YoY growth. The total number of M&A transactions reached significant levels, with strategic buyers leading YTD 2024, and private equity firms following the way. Interest in the B2B Ecommerce sector is on the rise, driven by its potential to generate stable revenue through repeat purchases. Businesses that excel in customer retention and maintain clear visibility into their revenue streams are especially appealing to buyers.
Artificial Intelligence (AI)-Powered Features
Social Commerce & Consumer Behavior
Focus on B2B Ecommerce
Source: Forbes
10
Ecommerce Market Breakdown
Key Subsectors by Transaction Type
Sectors
Overview
• Transactions or commerce conducted between businesses, where one business supplies another with products or services. • Around 80% of the total share of transactions is comprised of B2B transactions. • Private equity firms are also playing a crucial role, with 20 platform investments and 33 add-on acquisitions focused on B2B companies.
B2B
• Transactions or commerce conducted between businesses, where one business sells products or services directly to customers. • Ecommerce allows organizations to constantly conduct business through apps and digital marketplaces. • Acquisition interest in the Food & Beverage sector is notably rising, especially for brands focused on health and wellness. YTD, M&A transactions in this segment have grown by 66.7%, reflecting strong demand for better-for-you product lines. • C2C Commerce consists of the transactions taking place between two or more customers. For e.g., the exchange of used books or clothes. • Ecommerce creates more opportunities for individual sellers and buyers with unique interests. • Companies within the C2C space are engaging in M&A to strengthen their market positions and enhance their service offerings. This includes partnerships and acquisitions aimed at expanding user bases and improving technological capabilities.
B2C
C2C
• Transactions among various departments and persons within a single organization, like procurement, inventory management, or employee purchasing. • Virtual Private Network technologies bolster the security of an organization’s network and enable accessibility for remote employees.
Intra-Bcommerce
Source: geeksforgeeks
12
Ecommerce Subsector Breakdown
Sectors
Overview
Key Trends
• Companies are increasingly looking for omnichannel capabilities to diversify sales channels and reduce reliance on digital advertising. • Generative AI’s breakout year is forcing fashion players to look beyond operational automation to capture value.
• Apparel and accessories for personal style and self-expression. Examples: Shoes, clothes, purses, glasses, timepieces, jewelry, leather goods and scarves. • Major retailers: eBags, Zara, Nordstrom, Clarks and Amazon
Fashion
• Gadgets and tech solutions for modern living. Examples: Home appliances, cell phones, and smart streaming devices. • Major retailers: Amazon, BestBuy and Ikea
• The focus is on acquiring brands that can integrate technological advancements, particularly those enhancing the consumer experience.
Electronics
• Companies are exploring partnerships rather than outright acquisitions, focusing on supply chain efficiencies and sustainability. • Amazon and Wayfair dominate the online furniture retail landscape and coexist as omnichannel retailers. • This subsector has shown resilience with a few strategic acquisitions aimed at expanding product lines. • Sustainability, social justice, and equality — consumers are paying closer attention than ever to the supply chains and production sources of their goods.
• Home and office furnishing. Examples: Beds, tables, lighting, shelves, and seating. (Omits permanent fixtures, like sinks, baths, electronics, and household appliances) • Major retailers: Amazon, Wayfair and Ikea • Recreation and personal skills. Examples: Video game consoles, musical instruments, art supplies, children's toys, sporting gear, and gardening equipment. • Major retailers: Walmart, Amazon and Target
Furniture
Toys, Hobbies and DIY
Source: FE Internal Analysis.
13
Ecommerce Subsector Breakdown (cont.)
Sectors
Overview
Key Trends
• A broad category containing grocery chains and meal-prep subscriptions, along with alcoholic and nonalcoholic drinks retailers. • Major retailers: Amazon, boxed.com, HelloFresh, and Walmart
• Strong gains are expected in the industry as a busy workforce turns increasingly to the convenience of digital platforms for groceries. • The surge in smartphone users globally has significantly contributed to the growth of F&B Ecommerce sales. • This segment has emerged as a bright spot in Ecommerce M&A, with a significant increase of 66.7% YoY. • The market's expansion is attributed to the ongoing trend of online gaming, the emergence of high bandwidth network connectivity, and the continuous demand for 3D games. • Activity remains modest but steady, with companies seeking to enhance content offerings through strategic acquisitions. • The beauty sector continues to attract significant investment, particularly from firms employing a 'house of brands' strategy. • Acquisitions are focused on companies that offer innovative health solutions or wellness products that align with consumer trends.
Food & Beverage
• Consumer sales of physical media. Examples: books, CDs, DVDs, and video games on disc. • This classification encompasses the buying and selling of accommodations and related services through online platforms. • Personal care and health products. Examples: over-the-counter medicines, vitamins, cosmetics, and body and hair products. • Major retailers: CVS Health, Walgreens Boots Alliance, Walmart and Amazon
Other (Media, Hospitality, etc.)
Beauty, Health, Personal & Household Care
Source: FE Internal Analysis.
14
Key Market Analysis Takeaways
• Smartphones and high-speed internet propel market growth with more user touchpoints and delivery convenience. • User-friendly mobile apps and websites are becoming the universal preference, securing a favorable Ecommerce market outlook. • Buyers are increasingly prioritizing omnichannel brands over pure-play DTC companies, seeking diversification in sales channels to reduce reliance on digital advertising and improve revenue stability. • The Food & Beverage sector has seen a standout performance, with M&A activity rising 66.7% YoY in 2024. This is due to growing demand for health and wellness brands.
Challenges
Major Market Drivers
• Intense, established competition challenges the market and impacts the revenue of the Ecommerce businesses.
Opportunities
Key Market Trends
• Personalized shopping experiences and AI provide new opportunities for disruption.
• North America leads Ecommerce M&A, driven by strong consumer spending. Europe sees steady growth, while Asia-Pacific expands rapidly despite regulatory challenges. Emerging markets in Latin America and Africa are growing as digital infrastructure improves.
Geographical Trends
• Major market players in the Ecommerce maintain heavy leads. This includes Alibaba, Amazon, Apple, eBay, Groupon, Rakuten Group, Walmart, and Zalando.
Competitive Landscape
Source: imarcgroup
15
Ecommerce M&A Activity
Ecommerce M&A Activity
Ecommerce M&A by Year – Lower Middle Market (In Billions of USD)
Lower Middle Market
Total Deal Size in ($B) # of Deals
In lower middle market, the total number of deals in 2024 reached 575. Consistent amount of activity in Ecommerce space hints towards a positive momentum in the coming years.
848
766
673
575
493
Key Trends:
• Anticipating a Major Uptick: The acquisitions of Tirtir and Tomtop, amounting to $109 and $97 million respectively, brought substantial value to Ecommerce M&A in lower and middle market. This heightened level of activity could lead to a significant increase in M&A transactions. • Sector Resilience: Despite economic challenges, consistent deal activity, especially in 2023 and 2024, highlights sustained investor confidence in the Ecommerce sector.
$2.2
$4.6
$3.8
$3.3
$1.5
2020
2021
2022
2023
2024
M&A Volume by Quarter – Lower Middle Market (In Billions of USD)
Total Deal Size in ($B) # of Deals
236 249
192
184
180 176 170 171
Overall, the Ecommerce M&A landscape is showcasing a positive outlook in 2025.
165
161 158 165
159
230
148
147
136
94 106
90
0.3 0.3 0.7 0.8 1.0 0.9 1.1 1.5 0.8 1.3 0.7 1.0 0.8 0.6 1.2 0.7 0.5 0.5 0.2 0.3
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2020 2021 2022 2023 2024
Source: Pitchbook as of 31 December 2024. Note: Companies valued between $5 - $150 million were considered lower middle market.
17
Distribution of Lower Middle Market Ecommerce M&A Lower middle market leads Ecommerce M&A as an increasing majority of transactions are under $25M
4%
8%
6%
10%
13%
10%
15%
2022
2023
2024
15%
14%
67%
67%
71%
$0 - $25M $25 - $50M $50 - $100M $100 - $150M
• From 2022-2024, deals in the $0-$25M range consistently make up most of the deal volume, representing 67% in 2022 and 2023 and increasing to 71% in 2024. This indicates a continued preference for smaller, less risky transactions, likely driven by the fragmentation of the Ecommerce sector and the prevalence of smaller online businesses. • FE International is well-positioned to assist both buyers and sellers in capitalizing on the trend with their specialized services and expertise since FEI operates in lower middle market. FEI has completed numerable M&A transactions in Ecommerce sector in the past including Bombing Science, Ganxxet, Verma Farma, etc.
Source: Pitchbook as of 31 December 2024. Data consists of transactions where deal value was disclosed.
18
Select Ecommerce M&A Deals in 2024 Lower Middle Market
Deal Size ($M)
Deal Size ($M)
Target
Buyer
Date
Target
Buyer
Date
2-May-24
109
26-Feb-24
44
4-Jul-24
97
20-Sep-24
39
20-Jun-24
71
7-Mar-24
35
6-Feb-24
66
2-Apr-24
30
Private Buyer
11-Apr-24
56
20-May-24
28
31-May-24
56
1-Oct-24
25
11-Oct-24
54
8-Aug-24
25
30-Aug-24
48
21-Feb-24
25
29-Jan-24
46
9-Oct-24
22
8-Oct-24
45
11-Jun-24
22
Source: Pitchbook as of 31 December 2024.
By Deal Type
By ECommerce Sector
Private Equity Strategic
Fashion
Furniture
Toys, Hobbies and DIY
Electronics Other (Media, Hospitality, etc.)
19
Food & Beverage
Beauty, Health, Personal & Household Care
Active Ecommerce Buyers Lower Middle Market
Financial Buyers
Strategic Buyers
Source: Pitchbook as of 31 December 2024.
By ECommerce Sector
Fashion
Furniture
Toys, Hobbies and DIY
Electronics Other (Media, Hospitality, etc.)
20
Food & Beverage
Beauty, Health, Personal & Household Care
Select FE International Ecommerce Transactions
PenguinCBD sold to Private Buyer FE International engaged 150 buyers during the sale process, which ultimately led to the acquisition of the business by an iOS app aggregator
Company Overview:
Sold to
Launched in 2019, PenguinCBD has established itself as a prominent health and wellness Ecommerce brand within the CBD niche. It offers a variety of high-quality SKUs, including several flavors of CBD-infused gummies, creams, and oils, some of which contain supplemental ingredients such as collagen and melatonin. The owner approached FE International to advise on the sale and find a buyer to scale the business in a market with uncertainty and constantly changing regulations. The process resulted in 5 competitive offers.
Private Buyer
Health & Wellness Ecommerce
Key Value Drivers:
Buyer Interest:
Process Results:
• Grown significantly, with c. $2.9 million in revenue (CAGR of c.37%) and garnering an average of c. 3.5K monthly orders and with AOV of c. $69 • Lean cost structure with SDE margins of c.59% • Well-designed traffic acquisition strategy around referral links that led to c.869K sessions and c.1.7M page views on the website over the LTM • Loyal customer base, contributing to its average re-order rate of c.45%
• 150 Parties Contacted
• The business received 6 competitive offers
22
Strong Relationship Leads to Exit FE International helps serial entrepreneur in second succesful deal with the firm – selling Verma Farms to Branded
Company Overview:
Sold to
Verma Farms presents a top-tier CBD wellness solution, esteemed as a first choice for health aficionados. Championed by notable health influencers, physicians, and devoted users, Verma Farms shines for its potency in enhancing well-being, ensuring premium quality and promoting holistic health. The owner, a previous client of FE International, returned to the firm for help getting the deal done in a market with uncertainty and shifting changing regulation around CBD/THC. The process exceeded initial valuations and received 5 offers throughout the process.
Ecommerce CBD - Health & Wellness
Key Value Drivers:
Buyer Interest:
Process Results:
• Swift revenue surge, evident from a growth from c.$174K in 2019 to a staggering c.$2.7M in 2020 • Robust web traffic metrics, drawing c.680K visitors and garnering c.2M page views across its dual websites within the LTM • Revenues touching c.$3.9M in the LTM coupled with impressive net margins of c.39.1% • Steady order volume with c.3.9K monthly transactions over the LTM, underscored by a substantial AOV of c.$82
• Targeted list, including more than 50 strategic buyers
• Extensive M&A process generated 5 offers from both private equity and strategic players, leading to a considerable amount of upside in the final deal
23
Private Sale of an Ecommerce Business FE International represented Voltaplex, a B2B Ecommerce business that sells individual batteries
Company Overview:
Sold to
Voltaplex is a dropship B2B Ecommerce business that sells individual batteries, battery packs, and accessories such as circuit boards. The business has an additional revenue stream where it refers other distributors to its manufacturer and gets a referral fee. FE International helped sell the business to a Series B Strategic Buyer. The firm negotiated significant upside potential for the seller via favorable post-deal terms. The business received 7 offers throughout the process.
Ecommerce B2B
Key Value Drivers:
Buyer Interest:
Process Results:
• High customer stickiness – customers have a hard time changing suppliers due to niche market control • Lithium-ion batteries have a wide range of use cases, and the increase in electric vehicles and home energy storage should increase the demand levels
• Opportunity presented to 85 buyers, with the majority of outreach focused on strategic acquirers
• 7 competitive offers • Future value for the seller in favorable post-deal terms
• Company’s revenue grew 167% YoY • High average order value of c.$14,100
24
Fast Sale of Fiber Supplier FE professionals represented Ganxxet, an Ecommerce business focused on selling yarn, wool and other materials for textile creation
Company Overview:
Sold to
Launched in 2014, Ganxxet is a modern fiber supplier that caters to macrame, weaving, crochet, and knitting enthusiasts. They provide eco-friendly rope and yarn for various crafted projects, including macrame wall hangings, plant hangers, jewelry and
Private Buyer
bags. Additionally, they sell books, gift cards for their own store, and accessories. FE International ran a curated search, resulting in receiving a final deal within 3 weeks.
Ecommerce Consumer Goods
Key Value Drivers:
Buyer Interest:
Process Results:
• They have their own warehouse for storage and fulfillment that is staffed • Relatively large social media presence with 60.8k followers on Instagram • Many SKUs (over 2,000) and a large amount of inventory to date ($313k)
• 300 Parties contacted
• The transaction was closed within 3 weeks of being listed
25
Meticulous Process Lands Perfect Buyer FE professionals represented FoxyBae, an ecommerce business offering hair care products
Company Overview:
Sold to
FoxyBae is an Ecommerce business that sells hair styling products such as curlers and straighteners, dryers, shampoos and conditioners, hair masks, accessories, and other hair care products. FE International ran an extensive search across multiple verticals in which the firm contacted over a thousand buyers – including nearly 250 strategics. The business received 5 offers throughout the process.
Ecommerce Hair Care
Key Value Drivers:
Buyer Interest:
Process Results:
• Generated over $27M in gross revenues over the last 12 months • The business experienced c.25.1% repeat customer rate on the branded store • Had a 98% positive Amazon seller feedback rating • Has a solid presence on social media with over 300k followers across various platforms
• Opportunity presented to over 1,000 potential buyers with over 250 strategics approached
• Received 5 competitive offers for the business • The transaction closed within 4 months, allowing ample competition in a quick timeframe
26
Ecommerce Funding
Ecommerce Funding Activity
Ecommerce Financing by Year (In Billions of USD)
Total Deal Size in ($B) # of Deals
1,229
1,180
While the market has experienced a correction in recent years, new indicators show lasting potential in the sector. The turnaround in FY 2024 provides a positive outlook for Ecommerce.
1,028
778
Key trends:
6.7
9.2
6.8
8.1
• Funding Volume: Ecommerce funding volume increased significantly in 2022 and 2023 as economies continued to rebound from the pandemic. Ecommerce saw 18.6% growth in 2024 as compared to 2023. • Seasonal Patterns: 2024 consistently saw spikes in both funding and deals, possibly driven by end-of-year strategic investments and holiday season relevance. • 2024 Peak: Funding reached $8.1 Billion in 2024, with a record 1,229 deals, showcasing investor optimism and heightened activity in the sector. • Potential for Growth: Seeing such sharp rise in volume in 2024 is signals robust growth potential in the sector.
2021
2022
2023
2024
Financing Volume by Quarter (In Billions of USD)
Total Deal Size in ($B) # of Deals
391
311 306
302
282 265 272
277 269
232
264
241 229
181 198
156
0.9 1.7 1.8 2.3 2.7 2.6 2.1 1.6 1.6 1.4 1.8 2.0 1.8 2.0 2.5 1.8
Source: Pitchbook as of 31 December 2024. Data consists of transactions where deal value was disclosed, and deal size was $0 to $150M. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2021 2022 2023 2024
28
Distribution of Funding Rounds by Volume
Lower Middle Market
$0 - $5M $5 - $10M $10 - $25M $25 - $75M $75 - $100M $100 - $150M
1%
6%
6%
8% 1%
11%
13%
11%
12%
2022
2023
2024
11%
13%
67%
69%
71%
• Deals in the $0 – $5M category consistently dominate the distribution, increasing slightly from 69% in 2022 to 70% in 2024. This reflects sustained and growing support for early-stage startups and smaller businesses, a healthy indicator of market entry opportunities and grassroots innovation. • The $5 – $10M and $10 – $25M categories remain stable across the years, collectively contributing around 24% – 25% of deals annually. This consistency highlights a robust mid-sized funding ecosystem, crucial for scaling startups. • Despite economic challenges, deal size distributions remain largely consistent YoY, with minor fluctuations that suggest market stability and ongoing investor interest in the sector.
Source: Pitchbook as of 31 December 2024. Data consists of transactions where deal value was disclosed, and deal size was $0 to $150M.
29
Select Ecommerce Funding Deals in 2024 Lower Middle Market
Deal Size ($M)
Deal Size ($M)
Company
Date
Funding Type
Company
Date
Funding Type
10-Jun-24
128.0
Later Stage VC
19-Sep-24
70.0
Later Stage VC
10-Jul-24
125.0
Early-Stage VC
22-Aug-24
70.0
Later Stage VC
26-Nov-24
100.0
Later Stage VC
25-Mar-24
69.6
Early-Stage VC
8-Jul-24
100.0
Later Stage VC
5-Mar-24
68.4
Later Stage VC
21-Aug-24
97.3
Early-Stage VC
9-Aug-24
68.0
Later Stage VC
22-Jan-24
81.4
Later Stage VC
11-Mar-24
67.0
Later Stage VC
1-Jan-24
79.0
PIPE
30-May-24
66.8
Early-Stage VC
21-May-24
77.9
Later Stage VC
24-Jun-24
60.4
Early-Stage VC
22-Aug-24
71.6
Later Stage VC
27-Mar-24
60.1
Later Stage VC
1-May-24
70.0
Early-Stage VC
2-Feb-24
60.0
Early-Stage VC
By ECommerce Sector
Source: Pitchbook as of 31 December 2024. Note: Data includes funding rounds exceeding $5 million for companies with a valuation under $150 million.
Fashion
Furniture
Toys, Hobbies and DIY
Electronics Other (Media, Hospitality, etc.)
30
Food & Beverage
Beauty, Health, Personal & Household Care
Active Ecommerce Investors Lower Middle Market
# of Ecommerce Investments in 2024
Investor
Select Investments
37
14
13
13
12
12
11
10
10
9
Source: Pitchbook as of 31 December 2024.
31
Looking Ahead
Looking Ahead Ecommerce is poised to become an exciting landscape in the coming years, driven by strong growth potential. Under the Trump administration, the outlook for M&A activity is optimistic, with expectations of a substantial rise in transactions due to several favorable factors:
Key takeaways:
• Deregulation: The Trump administration's expected deregulation of agencies like the FTC and DOJ promises a more lenient approach to M&A approvals, reducing barriers and fostering growth in the Ecommerce sector through streamlined scaling and innovation. • Interest Rate Cuts: Recent Federal Reserve rate cuts are expected to reduce the cost of capital for PE firms, creating a favorable environment for financing acquisitions. Lower rates are expected to encourage business investments into inventory, technology, and marketing, while lower mortgage and loan costs are expected to free up disposable income, allowing consumers to spend more on goods. • Market Confidence: The stock market's positive response to Trump's election has bolstered optimism among dealmakers, with significant increases in investment banks' stock prices. This confidence signals a strong outlook for M&A activity. Overall, the combination of deregulation, favorable tax policies, lower interest rates, and heightened market confidence creates a robust environment for M&A activity under the Trump administration.
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Behind this Report
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Jake Olivieri, CFA Vice President
Ismael Wrixen Executive Chairman
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Ismael Wrixen is the Executive Chairman of FE International and the CEO of ThriveCart. He is a member of the Forbes Finance Council and a NACVA 40 Under 40 Award winner. Before FE, Wrixen was in large-cap M&A investment banking, where he executed several high-profile public deals, namely in the technology sector.
Jake Olivieri is Vice President at FE International. He leverages nearly a decade of experience in debt capital markets to advise clients on transactions across FE’s verticals, with a focus on Ecommerce. Throughout his career at FE International, Jake has advised on over $500 million in transactions.
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Thomas Smale Chief Executive Officer
Thomas Smale dedicates his career to helping founders get acquired on their terms. He built FE into the leading advisor for lower middle market technology businesses. FE's team has completed over 1,500 transactions with a combined value of over $50 billion. Thomas offers invaluable technical, diligence, and negotiation advice to early-stage and seasoned business owners alike.
Akanksha Gupta Senior Analyst Akanksha Gupta has over three years of experience working on live deals. Her expertise spans a wide range of industries, including technology, Ecommerce, electric vehicles (EV), and real estate. Previously, she was an Associate with Citigroup's Investment Banking team in Mumbai. linkedin" Icon - Download for free – Iconduck
Randal Stephenson Head of Investment Banking
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Randal Stephenson has over 25 years of experience in both M&A advisory and debt and equity capital raising. He has closed over 300 transactions valued at $44 billion across 22 countries. Before FE, he held senior investment banking positions at Merrill Lynch, Jefferies, CIT Group, and Duff & Phelps.
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About FE International
Founded in 2010, FE International is an award-winning strategic advisor for technology businesses. With a proven track record of success in this space, FE International offers a comprehensive suite of services which include:
• Investment Banking: Investment banking built for the lower middle market including M&A, private capital placement, and valuation services provided by FE Capital Markets. • Private Sales & Acquisitions: Buy or sell privately held technology businesses with our seasoned team.
• Due Diligence Services: Gain a clear, strategic view of a company’s financials and operations with our comprehensive due diligence services. • Early-Stage Funding: Streamline your capital raise in partnership with Funden, a managed fundraising service for busy founders.
1,500+ Transactions completed on behalf of clients 1
$48M Average Transaction Value
70% + Percentage of Sell-Side Transactions
Percentage Completed Transactions 2 94.1%
Sector Expertise
FinTech
SaaS
Ecommerce
Artificial Intelligence
Agency & Marketing Solutions
Marketplace Apps
Education Technology and Online Training
Cybersecurity
Source: Company data. 1. Includes approximately 300 transactions completed by FE professionals while at other firms. 2. Sell-Side transactions, measured from the date of launch of buyer outreach and marketing.
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London, UK
Warsaw, Poland
New York, USA
San Francisco, USA
Miami, USA
Mumbai, India
Awards:
Featured in:
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