Analyzed 5,298 online businesses for sale on ScoutAcq (Sources: Flippa, Acquire, TrustMRR):
🛒 54% ecommerce — sells at 0.5x revenue
💻 15% SaaS — 2.2x revenue
🤖 1.7% AI agents — 2.6x revenue, highest multiple of any category
The market pays a 5x premium for SaaS vs ecom. AI even more.
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One question changed how I evaluate online businesses:
Instead of asking:
"Is this a good business?"
I ask:
"Am I the right owner for this business?"
When reviewing acquisitions, I score them across 4 areas:
• Acquisition: Can I bring more customers?
• Product: Can I improve or expand it?
• Operations: Can I make it more efficient?
• Moat: What stops competitors from copying it?
• Unfair Advantage: Do I have unfair advantage regarding this business?
A business can be great on paper and still be the wrong fit for you.
The biggest growth lever isn't always inside the business.
Sometimes it's the buyer.
What's the first thing you look at when evaluating an acquisition?
1/ The real hidden work when buying an online business isn’t just finding listings. It’s the deep research that comes after. I’d spend hours on Acquire, Flippa, and TrustMRR, shortlisting businesses… then copy everything into Claude and go deep:→ Verifying revenue claims
→ Analyzing churn & customer retention
→ Checking competition
→ Understanding operations
2/ But the part I spent the most time on was scaling potential. For every business I looked at, I asked: Does this match my strengths? (tech, marketing, data/AI, operations, etc.)
Where are the real growth levers?
Can I 2x or 3x this with what I’m good at?
What would it actually take — new channels, product expansion, team hires?
This is where most people get it wrong. They buy something that looks good on paper but doesn’t fit their skillset.
3/ Has anyone else gone through this manual grind? If you’ve been researching businesses to acquire, reply and tell me:What’s the hardest part for you when evaluating scaling potential?→ Matching it to your strengths?
→ Finding realistic growth levers?
→ Technical/operational risks?
→ Something else?I read every single reply.
4/ I’m going to start sharing the exact frameworks and questions I used during this research phase — the ones that actually helped me separate good opportunities from traps. If you’re hunting online businesses, follow along. Let’s swap notes.
#IndieHacker #SaaS #OnlineBusiness #BusinessAcquisition #Flippa