A small e-commerce brand selling Disney-inspired scented candles, wax melts, room sprays and air fresheners; acquired for $160k at roughly 3x earnings.
Walter & Rosie changed hands at a 3.0× profit multiple, above the 2.5× median of the 95 deals in this database that disclosed both price and profit. Multiples above the median usually reflect lower perceived risk for the buyer: steady retention, organic acquisition channels or an owner who was not the product.
The $160,000 sale price puts it in the top quarter of the 547 deals with a disclosed price here, where the median is $21,000. Most indie acquisitions cluster well under the headline numbers founders read about, which is exactly why a real distribution is more useful than an average.
This database tracks 104 E-commerce exits, and the ones that disclosed a price sold at a median of $149,000. Category matters more than founders expect: buyers apply different discount rates to a content business, a mobile app and a B2B tool even at identical revenue.
See how this compares across the market on our market stats page, or browse more E-commerce exits.
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