The landscape of ecommerce is vast and continually evolving, with various components contributing to its dynamic ecosystem. One integral part of this ecosystem is the e-commerce aggregator. These are companies that acquire, manage and grow online businesses, often focusing on small and medium-sized enterprises that sell products through online marketplaces such as Amazon (there are some ecommerce aggregators that specialise in Amazon businesses exclusively), eBay and others.

Ecommerce aggregators have recently become a significant player in the online business sphere. They serve as a platform for entrepreneurs who have built successful ecommerce brands but lack the resources or desire to scale them further, or just want to cash in. Through acquisitions, these aggregators can consolidate these brands under a single portfolio, streamlining their operations and scaling them up through shared resources and expertise.

In this guide, we’ll delve into the world of ecommerce aggregators in the UK, providing an overview of the landscape and practical advice on how to prepare your brand for aggregation, build a compelling product portfolio, craft an effective pitch to aggregators, and much more.

If you’re an ecommerce entrepreneur seeking new growth avenues for your brand or considering an exit strategy, understanding the role and workings of ecommerce aggregator can be an invaluable asset. Stay with us as we journey through this exciting aspect of the e-commerce world.

Understanding the E-commerce Aggregator Landscape

Before you can effectively engage with ecommerce aggregators, it’s crucial to understand the landscape, the key players, and how they operate. While these businesses may vary in their specific approaches or areas of focus, their core function is to acquire and scale online businesses, creating a portfolio of brands they manage and grow.

Aggregators usually have access to extensive resources, including capital, marketing expertise, logistics and supply chain management, and data analytics, which they use to scale the brands they acquire. They often focus on Amazon brands that sell via Amazon’s Fulfilled-by-Amazon (FBA) service, given the marketplace’s massive customer base and the ease of scaling on it.

In the UK and Europe, there are numerous eccommerce aggregators, each with a unique value proposition. For instance, Alphagreen Group, a UK-based global acquisition and incubation platform, focuses on brands in the alternative health and wellness sector. The company leverages data and a network of partners to forecast growth and automate asset management post-acquisition.

We The Brands, a company from Cologne, Germany, brings years of funding experience in tech and ecommerce. They strive for deals with incremental earn-out participation, meaning you get a one-time payment and a bonus based on your store’s future earnings or revenue.

The landscape also features players like Dwarfs from the Netherlands, which focuses on vendors selling on the Dutch ecommerce platform, and eBrands from Finland, a unique aggregator in the Nordics targeting businesses in Europe and the US.

Understanding the strengths and focus areas of different aggregators can help you target the right ones when you’re ready to sell or scale your ecommerce business. It’s also crucial to research their deal structures, the types of businesses they typically acquire, and their post-acquisition strategies. By doing so, you can gauge how your brand will fit into their portfolio and what to expect during the acquisition process.

In the next section, we will discuss how to prepare your products for aggregation, helping to make your brand more attractive to potential buyers.

Preparing Your Products for Aggregation

Getting your business ready for acquisition by an e-commerce aggregator is critical to a successful outcome. Not only will it help to attract interest from potential buyers, but it can also significantly increase the value of your business. Here are some important aspects to consider when preparing your products for aggregation:

1. Ensuring High-Quality Products: High-quality products that meet customer expectations are more likely to generate positive reviews and repeat business, both of which are appealing to potential aggregators. If your products have consistent quality issues, consider addressing these before approaching an aggregator.

2. Building a Strong Brand: Aggregators are often attracted to businesses with strong brands. This includes not only a recognizable name and logo, but also a clear brand identity, mission, and values. A strong brand can help to build customer loyalty and differentiate your products in a crowded marketplace.

3. Optimizing Product Listings: Your product listings should be optimized for SEO and conversion. This includes using high-quality images, writing compelling product descriptions, and effectively using keywords. This not only improves the visibility of your products but also their perceived value.

4. Streamlining Operations: Aggregators appreciate well-run businesses. If you can demonstrate efficient and reliable operations, including inventory management, order fulfillment, and customer service, your business will be more attractive to potential buyers.

5. Diversifying Your Product Portfolio: While having a hit product can be a boon for your business, aggregators often prefer businesses with a diverse product portfolio. This not only reduces risk but also provides more opportunities for growth and cross-selling.

6. Demonstrating Growth Potential: Finally, it’s important to show that your products have the potential for future growth. This could be through expanding into new markets, introducing new products, or tapping into emerging trends. The more growth potential your business has, the more appealing it will be to aggregators.

In the next section, we will delve deeper into building a compelling product portfolio and how it can enhance your appeal to potential acquirers.

Building a Compelling Product Portfolio

When selling your e-commerce business to an aggregator, having a compelling product portfolio can significantly increase your chances of attracting interest and securing a good deal. A diverse and well-rounded product portfolio not only demonstrates a robust business model, but also signals potential for future growth. Here’s how you can create a product portfolio that stands out:

1. Diverse yet Cohesive: Your product portfolio should be diverse enough to mitigate risks associated with over-reliance on a single product. However, the products should be at least somewhat related to maintain a cohesive brand image. For instance, if you sell home decor items, your portfolio can include a range of products such as rugs, lamps, and wall decor, all sharing a common aesthetic or design theme.

2. Understand Your Audience: Understanding your target audience is crucial when building your product portfolio. Conduct market research to understand your customers’ needs, preferences, and buying behavior. Use this insight to curate a portfolio that caters to your audience’s diverse needs and interests.

3. Consider Market Trends: Keep abreast of market trends and incorporate relevant ones into your product portfolio. This shows potential buyers that your business is forward-looking and poised for future growth.

4. Profitability and Sales Performance: Include products that have a proven record of good sales performance and profitability. Aggregators are interested in businesses that can generate consistent and growing revenue.

5. Unique or Differentiated Products: Products that are unique or have a clear point of differentiation can help your business stand out in a crowded marketplace. This could be in the form of innovative product features, superior quality or sustainable manufacturing practices.

6. Scalability: Lastly, consider the scalability of your product range. Can these products be easily introduced to new markets or sold through different channels? This is an attractive quality that can signal growth potential to aggregators.

In the next section, we will discuss how to craft an effective pitch to aggregators, leveraging your compelling product portfolio and demonstrating your business’s potential.

Crafting an Effective Pitch to Aggregators

Once you have a compelling product portfolio, the next step is to pitch your business to aggregators. This step is crucial as it’s your opportunity to make a strong impression and convince the aggregators of the potential of your business. Here are some tips for crafting an effective pitch:

1. Understand the Aggregator’s Criteria: Before crafting your pitch, make sure to understand the specific criteria that the aggregator is looking for. Many aggregators have explicit guidelines about the type of businesses they are interested in. By aligning your pitch with these criteria, and ensuring that you are pitching to aggregators for whom you are likely to meet the criteria, you increase your chances of success.

2. Highlight Your Business Strengths: Identify the key strengths of your business and ensure they are prominently featured in your pitch. This could be a high-performing product, strong customer loyalty, a unique supply chain advantage, or innovative technology.

3. Demonstrate Past Performance and Future Potential: Include concrete data and examples to showcase your business’s past performance. However, don’t just focus on the past. Aggregators are investing in your business’s future, so be sure to highlight growth potential and plans for the future.

4. Discuss Your Product Portfolio: Explain the rationale behind your product portfolio. Highlight why your products appeal to your target market, how they stand out in the market, and their potential for growth and expansion.

5. Address Challenges and Solutions: Be upfront about any challenges your business is facing and discuss your strategies for overcoming these hurdles. This shows that you have a realistic understanding of your business and the market.

6. Be Clear and Concise: While you want to provide as much information as possible, it’s essential to be clear and concise. Make your main points quickly and effectively, and be prepared to provide more details if requested.

Remember, the pitch is just the starting point of your conversation with an e-commerce aggregator. It’s your opportunity to pique their interest and get them excited about the possibility of acquiring your business. In the next section, we will discuss how to negotiate with e-commerce aggregators to secure the best deal for your business.

Negotiating with Ecommerce Aggregators

Negotiating with e-commerce aggregators can seem daunting, but it’s a critical part of the process. The goal is to achieve a mutually beneficial agreement that recognises the value of your business. Here are some strategies for successful negotiation:

1. Understand Your Worth: Start by understanding the true value of your business. You can enlist the help of an accountant to help determine an appropriate valuation. Consider factors such as your business’s financial health, market positioning, and growth potential.

2. Be Clear About Your Goals: Are you looking for a complete exit, or do you want to retain some involvement in your business post-acquisition? Being clear about your goals can help guide your negotiation strategy and lead to more satisfactory outcomes.

3. Leverage Multiple Offers: If you have interest from multiple aggregators, use these competing offers to your advantage. Having options can provide leverage and lead to better terms.

4. Consult a Legal Advisor: It’s essential to consult with a legal advisor experienced in acquisitions before signing any contracts. They can help ensure your interests are protected and guide you through the fine print.

5. Consider the Entire Offer: Don’t focus solely on the purchase price. Consider other aspects of the deal, such as earn-outs, stock options, or the opportunity for future involvement in the business.

6. Keep Emotions in Check: Negotiations can be stressful, but it’s important to remain calm and composed. Avoid making rash decisions and take the time to consider all offers carefully.

Negotiating a deal with an aggregator business is a process that requires preparation, patience, and clear communication. With the right approach, you can secure a deal that meets your financial needs and supports your business’s future growth.

In the next section, we will look into the logistics and fulfilment aspects when dealing with e-commerce aggregators.

Logistics and Fulfilment

Once you’ve negotiated and agreed to a deal with an e-commerce aggregator, the next step is managing the logistics and fulfilment. The handover of your business operations to the aggregator involves several key steps, many of which revolve around the logistics and fulfilment.

1. Inventory Handover: You need to have a detailed inventory list and an understanding of how to transfer this over to the aggregator.

2. Supplier Transitions: If you have exclusive supplier relationships or contracts, these will need to be transitioned to the new owner. This process must be smooth to ensure no disruption in the supply chain.

3. Fulfilment Process: Aggregators generally have a sophisticated fulfilment system. Understand how they will handle the fulfilment process once the transition is complete. If you’re using Amazon FBA, the transition might involve changing the account ownership or other logistics.

4. Shipping and Handling: The aggregator will need to understand your current shipping and handling processes. If there are any specialized requirements for your products, these will need to be communicated.

5. Customer Service: Existing customer service arrangements will also need to be transitioned. This could involve providing training for the aggregator’s customer service team or transitioning your customer service staff to the new company.

6. Returns and Refunds: Understand how the aggregator will handle returns and refunds. You will need to communicate your existing policies and processes to them.

A smooth transition in logistics and fulfilment will ensure a seamless handover of the business and minimise disruptions for your customers.

In the following section, we’ll explore strategies for optimising product listings on aggregator platforms.

Dealing with Pricing and Competing with Other Sellers

For your business to be acquired by an aggregator, one of the key factors that can influence its success is how you handle pricing and competition with other sellers. Here are a few strategies to consider:

1. Competitive Pricing: A competitive pricing strategy is essential to maintain and enhance the visibility of your product. Aggregators often have tools and strategies to monitor market prices and adjust yours accordingly. Keep in mind that being the cheapest isn’t always the best strategy, as it could devalue your product and harm the brand’s image.

2. Value Proposition: Differentiate your products from others by highlighting unique features, benefits, or services you offer, such as faster shipping, superior customer service, or higher product quality. This can help justify a slightly higher price point compared to your competitors.

3. Bundle Products: Offering your products in bundles can make them more attractive and give you a competitive edge. For instance, if you sell skincare products, instead of selling a single cream, offer a bundle that includes a facial cleanser, toner, and moisturizer. Bundles can increase the perceived value and encourage customers to buy more.

4. Promotion and Discounts: Running promotions or offering discounts can help boost your sales and visibility, especially during peak selling seasons.

5. Monitor Competitors: Keep a close eye on your competitors. Monitor their pricing strategies, product offerings, promotional activities, and customer reviews. This will provide valuable insights and help you adjust your strategies accordingly.

6. Private Label Products: If your product is a private label and unique to the potential aggregator’s portfolio, leverage this exclusivity to your advantage. Highlight why your product is different and why customers should prefer it over other similar products.

Building a Lasting Relationship with Aggregators

If you’re considering selling your e-commerce business to an aggregator in the future, cultivating a strong relationship with potential buyers can be instrumental. Here are some strategies to help you build a mutually beneficial relationship with aggregators:

1. Research and Outreach: Begin by identifying potential aggregators in your niche. Reach out to them, introduce your business, and express your potential interest in selling in the future. This initial contact can set the stage for future discussions.

2. Open and Regular Communication: Even if you’re not ready to sell, maintaining regular communication with interested aggregators can be beneficial. It keeps your business on their radar and allows you to understand their acquisition criteria better.

3. Shared Vision: While your primary goal might be to sell, understanding and aligning with the aggregator’s long-term vision for your brand can make your business more attractive to them.

4. Provide Business Insights: Offer insights about your business’s growth potential, unique selling points, and customer base. This not only showcases the value of your business but also demonstrates transparency.

5. Stay Updated: The e-commerce landscape is ever-changing. Stay updated on industry trends and aggregator strategies. This knowledge can position your business as a valuable acquisition.

6. Build Trust: Even before the sale, building a relationship based on trust is essential. Be honest about your business’s strengths and weaknesses, and be reliable in your interactions.

7. Engage in Industry Events: Participate in e-commerce conferences, webinars, or workshops. This not only enhances your knowledge but also provides networking opportunities with potential aggregators.

In summary, cultivating a relationship with aggregators before the actual sale requires proactive outreach, open communication, understanding shared visions, and building trust. By doing so, you can position your business as an attractive acquisition and facilitate a smoother transition when the time to sell arrives.

Next, we’ll discuss tracking performance and making data-driven decisions in the e-commerce aggregator space.

Tracking Performance and Making Data-Driven Decisions

In the fast-paced world of e-commerce, showcasing a strong performance backed by data can make your business more attractive to potential aggregators. Here’s how you can effectively track and leverage your performance data:

1. Key Performance Indicators (KPIs): Establish the KPIs that reflect the health and potential of your business. This might include metrics like sales volume, revenue, conversion rate, average order value, and customer lifetime value. By consistently tracking these, you can present a compelling case to aggregators about your business’s value.

2. Transparent Reporting: Maintain a system of transparent and regular reporting. This not only helps you make informed decisions but also demonstrates to potential aggregators that you have a firm grasp on your business’s performance. Monthly management accounts will be essential.

3. Data-Driven Strategy: Highlight how you use data to guide business decisions. For instance, if a product line excels, showcase the strategies that led to its success. Conversely, if a product underperforms, demonstrate your proactive approach to understanding and addressing the issue.

4. Benchmarking: Regularly benchmark your business against industry standards or competitors. This can provide a clear picture of where you stand in the market, making your business more appealing to aggregators looking for promising acquisitions.

5. Innovation and Adaptability: Emphasize your willingness to experiment and adapt based on data insights. This showcases your business’s agility and potential for growth under new management.

6. Preparedness for Collaborative Review: Even before engaging with an aggregator, be prepared to share and discuss your performance data. This proactive approach can foster trust and demonstrate your commitment to transparency and growth.

By emphasizing these areas, you can position your business as a data-driven, growth-focused entity, making it a prime candidate for acquisition by e-commerce aggregators.

Future Trends in Ecommerce Business Aggregation

As the e-commerce landscape continues to evolve, so too does the world of e-commerce aggregation. It’s important to stay ahead of the curve and understand the key trends shaping the industry:

1. Increased Consolidation: The rapid growth of e-commerce aggregators has resulted in a crowded marketplace. Over time, expect to see increased consolidation in the sector, with larger, well-funded players acquiring smaller competitors to increase their market share and access to brands.

2. Rising Importance of Data Analytics: Data-driven decision making will become even more crucial in the competitive e-commerce landscape. Aggregators will increasingly rely on sophisticated analytics to identify high-potential brands, optimise product listings, and fine-tune their operational strategies.

3. Diversification of Sales Channels: While Amazon currently dominates the online retail space, other platforms like Walmart, Shopify, TikTok Shop and regional marketplaces are growing rapidly. Expect to see aggregators expanding their presence across these diverse sales channels.

4. Sustainability and Ethical Considerations: As consumers become more conscious of their impact on the environment and society, they are increasingly favouring brands that align with their values. Aggregators will need to consider these factors when selecting brands to acquire.

5. Enhanced Use of Technology: From automating routine tasks to leveraging AI for product discovery and pricing optimization, the use of advanced technology will continue to rise in the e-commerce aggregation space.

6. Cross-Border Expansion: As e-commerce continues to break down geographical barriers, there will be increased opportunities for cross-border sales. Aggregators will play a crucial role in helping brands navigate these complexities and reach international customers.

By understanding and adapting to these trends, sellers can better position their businesses for success in the evolving world of e-commerce aggregation.


E-commerce aggregators have emerged as a significant force in the online retail landscape, offering unique opportunities for sellers looking to scale their businesses and achieve a successful exit. By understanding the aggregator landscape, preparing your products for aggregation, building a compelling product portfolio, crafting an effective pitch, and forming a lasting relationship with aggregators, you can maximize the benefits of this growing trend.

Navigating the world of e-commerce aggregation can be complex, but with the right strategies and an adaptable mindset, it can lead to rewarding outcomes. Remember, it’s important to be mindful of your business’s unique needs and objectives when choosing an aggregator to partner with. The goal is to find an aggregator who not only values your brand but also has the resources and expertise to help it reach its full potential.

Lastly, keep an eye on the evolving trends in e-commerce aggregation. The industry is dynamic, and staying ahead of the curve can provide a competitive edge. From increased consolidation and the rising importance of data analytics to the diversification of sales channels and sustainability considerations, these trends will continue to shape the future of e-commerce aggregation.

Whether you’re a small business owner looking to take your brand to the next level or a well-established seller seeking new avenues for growth, the world of e-commerce aggregation holds promising opportunities. Approach it with knowledge, preparation, and a dash of boldness, and you may find it to be a powerful avenue for a successful exit.


Read related articles: