featured image graphic for the ecommerce business model product on Merchant Sheets.
microsoft excel file showing the financial model for an ecommerce company.
featured image graphic for the ecommerce business model product on Merchant Sheets.
microsoft excel file showing the financial model for an ecommerce company.

Ecommerce Business Model

$129

Built a fully integrated three-statement ecommerce model in Excel and Google Sheets, with monthly P&L, balance sheet, and cash flow all driven from a single SKU-level driver tab and channel-mix assumptions. Supports multi-year projections with growth, margin, and CAC scenarios togglable from the dashboard.

Works in Excel & Google Sheets

Template includes both versions. One price, no add-ons.

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How it works

The workbook is built in layers, so you only ever touch the parts meant to be edited.

  1. Assumptions: Every input lives here: pricing, channel mix, COGS, OpEx, headcount, capex, debt terms, tax rate. Blue text is editable; yellow-filled cells are the key drivers that move the model the most
  2. Calc: The monthly engine. Every line that eventually appears on a statement is calculated here first, so the IS, BS, and CF never contain duplicate logic
  3. IS / BS / CF: The three statements, monthly with an annual rollup. They pull directly from Calc; nothing is hardcoded on these tabs
  4. Dashboard: The headline KPIs a founder checks first, in one view
  5. Reference: Built-in integrity checks confirm the balance sheet balances and the cash flow ties out, so you can trust the output without auditing every line by hand

Steps to use it

  1. Open Assumptions and replace the placeholder business (Harbor Goods Co.) with your own numbers
  2. Edit yellow-highlighted key drivers deliberately: these have the largest effect on the output
  3. Review Dashboard for the headline summary, then drill into IS / BS / CF for detail
  4. Leave green-text cells alone: those are cross-tab links, not inputs

Formula-only construction means the file behaves identically in Excel and Google Sheets — no macros to enable, no compatibility warnings.