What Are eCommerce Aggregators and Why Are They Buying Up Online Brands?

In recent years, a quiet revolution has been unfolding in the world of online business. If you own an eCommerce brand — especially on platforms like Amazon, Shopify, or Walmart Marketplace — chances are you’ve already heard the term: eCommerce aggregator.

But what exactly are eCommerce aggregators? Why are they buying online brands at a record pace? And what does it mean for sellers?

Let’s break it down in plain language.

What Is an eCommerce Aggregator?

An eCommerce aggregator is a company that acquires, manages, and scales multiple online brands under one roof. Think of it as a modern-day holding company — but instead of investing in traditional corporations, they focus on profitable eCommerce businesses.

Most aggregators target brands that are already performing well but have room to grow. Once acquired, the aggregator applies their own marketing, logistics, and operations expertise to scale the brand faster and more efficiently.

Popular platforms where aggregators shop for businesses include:

• Amazon (FBA) – Fulfilled by Amazon stores are a major target

• Shopify – Direct-to-consumer brands with their own storefronts

• Walmart Marketplace, Etsy, and WooCommerce – Emerging spaces

Why Are eCommerce Aggregators Buying Brands?

Here’s the logic from their side:

1. eCommerce Is Booming

Online shopping has grown massively in the past decade — and the pandemic only accelerated it. Consumers are now comfortable buying everything from groceries to fitness gear online. Aggregators see this as a long-term trend, not a bubble.

2. Lots of Small, Profitable Brands

Thousands of independent sellers run highly profitable niche businesses — but many reach a plateau. Aggregators spot the opportunity to optimize, invest, and scale those brands beyond what a solo founder could typically do.

3. Shared Infrastructure Saves Money

Aggregators centralize things like warehousing, paid ads, customer service, and branding. By bundling multiple brands together, they save costs and create operational efficiencies.

What Kinds of Businesses Are Aggregators Looking For?

Not every online store is a fit. Aggregators typically look for businesses that meet some or all of the following criteria:

• Annual revenue between $500K and $10M

• Profitable with clean financials

• Strong product reviews and low return rates

• Brand with growth potential

• Simple operations (few SKUs, reliable suppliers)

• Primarily DTC or Amazon-based sales

Bonus points if the brand has a loyal customer base, repeat revenue (subscriptions, for example), and untapped marketing potential.

What Happens When You Sell to an Aggregator?

The process is fairly structured. Here’s how it typically works:

1. Initial Outreach & Valuation You or a broker connects with the aggregator, who reviews your financials and business model. If they’re interested, they’ll offer a preliminary valuation.

2. Letter of Intent (LOI) This document outlines the proposed deal terms — including purchase price, transition period, and any earnout structure (more on that below).

3. Due Diligence They take a deep dive into your financials, marketing accounts, supplier agreements, legal docs, and customer data to ensure everything checks out.

4. Purchase Agreement & Closing Once due diligence is complete, you sign the final deal. Payment terms vary — some include upfront cash, others have earnouts based on future performance.

5. Transition Period Most sellers stay on for 30–90 days to help transfer knowledge and ensure a smooth handover.

Cash vs. Earnout: Understanding Deal Structures

Most aggregator deals aren’t just a simple lump sum. They often include:

• Upfront Payment: You receive a percentage (usually 60%–80%) of the total sale price at closing.

• Earnout: Additional payouts based on the brand’s performance in the 6–24 months after the sale.

• Equity (optional): Some aggregators offer shares in their company as part of the deal.

This structure helps align interests — you get rewarded if the brand performs well after the handoff.

Top eCommerce Aggregators You Should Know

Here are some of the biggest and most active players in the space:

• Thrasio – One of the pioneers in the space, with a massive Amazon brand portfolio.

• Perch – Known for fast deal cycles and Amazon expertise.

• Elevate Brands – Focuses on FBA and offers founder-friendly terms.

• Razor Group – A Europe-based aggregator scaling globally.

• Heyday – DTC-focused and brand-driven, with a deep interest in customer experience.

There are also dozens of newer, niche aggregators focusing on specific product categories or geographic markets.

Should You Sell to an Aggregator?

It depends on your goals.

You might want to sell if:

• You’re ready for a new challenge

• Your brand has plateaued

• You want to cash out and reduce stress

• You’re interested in liquidity but not long-term operations

You might hold off if:

• You’re still growing rapidly

• You have a unique angle that aggregators might not scale effectively

• You’re emotionally tied to the brand

Remember: selling isn’t failure — it’s an exit strategy. And in many cases, it can be your biggest payday yet.

Final Thoughts

eCommerce aggregators have created a whole new exit pathway for brand owners. What used to be a complex, years-long process with brokers and private buyers is now faster, more structured, and often more lucrative.

Whether you’re actively looking to sell or just exploring your options, it’s smart to build your brand in a way that’s “exit-ready.” That means clean systems, strong margins, and real customer loyalty.

Because when the time is right, your brand could be worth more than you think.