Rayla Rappaport

Sales & marketing @FinaloopTeam | Ecommerce CPA 🧮| Brand, content, & sales 🎯🚀| Oddly amused by dad jokes 🤣

[Rayla Rappaport @RaylaRapp]

Twitter needs more female finance. DTC Twitter needs more ecommerce finance.

After some encouragement (ahem, pushing) from people I respect (thanks @obviceo and @Lioranpi ), I’ve decided it’s time to kill 2 birds 🐦 with one accountant.

Here is what you need to know about me:

[Rayla Rappaport @RaylaRapp]

@mattepstein @oliverbrocato Launch

[Rayla Rappaport @RaylaRapp]

Loved working with the legendary @AaronOrendorff on this.

It's value-packed, based on real data from real brands, and sprinkled with knowledge nuggets from some of the most experienced operators and financial gurus in the industry.

[Aaron Orendorff @AaronOrendorff]

Is this the greatest data release for 7–8 figure brands in the history of ecommerce?

Yes. It is.

Two years of P&L analysis: $3.16B, line-by-line + broken down by vertical.

- Sales
- Net sales
- Gross profit
- Contribution margin
- OpEx
- EBITDA

You can download every chart 📊

But that’s not all. @FinaloopTeam and I asked three questions:

1���⃣ What is the single most significant financial struggle growing DTC brands are facing?

2️⃣ How can benchmark data be helpfully used (put to practical work) inside a business?

3️⃣ Where do you turn first in a P&L to find opportunities for more profit or better cashflow?

We got original insights from …

- @dave_stickland, Popsmith
- Kristin Swarek, Caden Lane
- Cameron Lee, Fractional CFO
- Jeff Lowenstein, Free to Grow
- @andrewjfaris, AJF Growth
- @MattMullenax, Huron
- @seanfrank, Ridge
- @mbertulli, Pela Case x Lomi
- @ChereneAubert, ILIA
- Mark Brown, &Collar
- Nate Littlewood, Future Ready

Did you have plans for the holiday? Cancel them!

Go. Get. This. Report.

It’s the last non-Operator’s thing I will publish. So consider this my farewell content banger.

Link below ↓

[Rayla Rappaport @RaylaRapp]

@AaronOrendorff @9operators Congrats! This is huge!

[Taylor Holiday @TaylorHoliday]

As July books close, you're gonna start to hear more about the tariff pain showing up for eCom brands.

Why now?

The median cash conversion cycle for an 8-figure eCommerce brand is 92.63 days (source: @FinaloopTeam). That means that brands generally have about 3 months of inventory on hand at any given moment.

As a result, July likely represents the first time most brands are selling inventory subject to increased duties.

And the reality is that brands are absorbing the bulk of these costs:

@GoldmanSachs latest estimates suggest:

-Foreign exporters absorbed 14% of US tariffs

-US companies ate 64%

-US consumers ate 22%

And the pain is just beginning...

Don't be surprised if the next few months the topic surges back into focus as the ire of angry store owners is reignited.

[Lioran Pinchevski @Lioranpi]

We pissed off a lot of customers.

For the past year, TikTok Shop exploded for ecommerce brands. Every week, we got the same question:

“When is your TikTok Shop integration coming?”

The truth is that for a long time, we couldn’t build it.

TikTok Shop was pure chaos. It was a new platform with confusing APIs and constantly changing logic.

Sure, we could’ve shipped something fast, but we refused to ship something broken.

Some companies rushed to market with half-baked solutions and called it an “integration,” but the numbers din’t match, and the orders didn’t reconcile.

Wrong data is worse than no data.

So we made the hard call: We’d take the heat, lose deals, and risk churn (my board was thrilled about this one).

Instead, we built it slowly and accurately – a real-time, order-level sync built together with the TikTok Shop team.

Every week, our support team fielded complaints but we still waited to ship until we were sure it was ready.

Now? It’s here. The first and only real accounting integration for TikTok Shop.
- Revenue: sales, discounts, refunds
- Fees: selling, affiliate, shipping
- COGS: matched at the SKU and warehouse level
- Fulfillment, taxes, samples: all synced, in real time

Every order and every detail, completely reconciled with your full financial picture.

Massive thanks to the TikTok Shop team for working with us to make this happen.

It was worth the wait and I’d make the same call again.

[Rayla Rappaport @RaylaRapp]

@FinaloopTeam Not all heroes wear capes

[Lioran Pinchevski @Lioranpi]

TikTok Shop is🔥
But behind the scenes?
Your numbers are a mess.
❌ Sales & fulfillment? Delayed.
❌ Discounts & subsidies? Hidden.
❌ Fees & commissions? Buried.
❌ COGS & samples? Disconnected.
Ecommerce founders need more.
We’ve been building the only integration that actually fixes it.
Big drop coming. Stay tuned.

[Rayla Rappaport @RaylaRapp]

The biggest tax handicap founders face? Not knowing what they don’t know.

That blind spot = missed cash.

Join me + @startupcpg to start asking the right questions — and stop leaving money on the table. 💸

[Finaloop @FinaloopTeam]

🔥Tax mistakes can wreck CPG margins.

Join @FinaloopTeam + @startupcpg for a webinar on
tax optimization strategies.

💸 Missed deductions
⚠️ Costly sales tax errors
📉 Poor planning = lost profit

Don’t leave money on the table.
Register now 👇

https://t.co/HFQMIXJolG

[Finaloop @FinaloopTeam]

📷 Big news: We're launching the Finaloop Ecom Finance Academy — the 1st event built to help DTC brands win in 2025.

From surviving tariffs to smarter funding - it’s the financial edge your brand needs.

🎟️Free for qualified brands
📍Austin | June 5
👇
https://t.co/Keek0P3nOD

[Lioran Pinchevski @Lioranpi]

This isn't just another post about how the tariff virus will kill you. It's the vaccine.

⚡ INTRODUCING: FINALOOP'S SKU ANALYSIS DASHBOARD

Here’s how it works (a thread)

[Rayla Rappaport @RaylaRapp]

@AaronOrendorff Love this!

[Rayla Rappaport @RaylaRapp]

I couldn't be more proud to be part of this amazing company!

[Lioran Pinchevski @Lioranpi]

🚀 Big news! (and sorry for the cringe, but this one’s worth it).

In their annual tech conference in NYC, @Finaloopteam was named one of @Calcalistech's Top 10 Growth Companies for 2025!

Here is a quick context:

Calcalist is Israel’s largest financial publication—think of it as the Israeli version of Forbes. This isn’t a pay-to-play list. It’s a selection made by top US & Israeli VCs, founders, and tech leaders.

And if you’re not familiar with the Israeli tech ecosystem, this is a huge deal. Israel is at the cutting edge of technology, with some of the smartest engineers & product minds in fintech, cyber, and AI. It’s one of the most competitive tech hubs in the world. Just look at the giants that started here: Monday, Mobileye, Wix, Wiz, Waze, and Fiverr to name a few. If you can compete here, you’re building at a different level.

Now, why am I particularly excited?

Because before I was a SaaS founder, I was a DTC founder—and still am. I run DTC businesses alongside Finaloop, and I personally invest in ecom brands. That’s why, even though our tech could power other verticals, we’re 100% focused on ecom.

And the tech we’re building?

Building accounting and inventory services for inventory-based businesses is one of the hardest challenges in fintech. You’re not just tracking numbers—you’re building the single source of truth for brands that need absolute accuracy. A zero-fault, high-scale system. AI can only take you so far. These numbers go to the IRS, investors, and creditors. Mistakes aren’t an option.

Plenty of companies have tried—Scalefactor, Bench, and more—but they couldn’t scale the tech and had to rely on people who naturally make mistakes. Even the best accountants, using generic software or ERPs, can’t keep up with the scale and complexity of modern consumer brands.

In 2024, Finaloop closed books for thousands of brands—at scale—with minimal back office.

We’re building something fundamentally different—a system that automates, scales, and dominates business numbers from numerous channels in real time, with 100% accuracy.

That’s why we’re heads-down, building. Over 90% of our budget goes directly to R&D, no BS—because solving this is one of fintech’s toughest challenges. But if you solve it? You don’t just build a product—you change an industry.

We’re doing this for ecom founders. We help builders win. And there’s nowhere else I’d rather be.

[Lioran Pinchevski @Lioranpi]

🚨🚨 Summary of full @Bench closure/acquisition FIASCO (with some juicy deets, too.)🚨🚨

"Detail-Oriented," "Trustworthy," and "Organized."
These are the top three characteristics business owners desire most in a bookkeeper or accountant.

Meanwhile, "Careless," "Dishonest," and "Disorganized" sit at the very top of the "least desired" list.

Okay, so this wasn’t exactly a survey of all business owners who ever lived – but it is what ChatGPT's most advanced model determined. And it seems pretty spot on, right?

Now, imagine your accounting firm spending the last week of the year doing this:

>> Announcing its sudden closure on December 27.
>> Providing vague and incomplete information about what happens to your financials.
>> Referring 11,000+ clients to a service (then taking that referral link down and putting it back up... multiple times).
>> Announcing an acquisition – by a completely new company named https://t.co/EIjXfI21dA from the payroll (❗️) space – only to delete that announcement hours later.
>> And posting it again on the same afternoon.

All of this unfolding in the final stretch of 2024, as eCommerce businesses are scrambling to close their books and prep for tax season.

Careless? Disorganized? I’d say so.

If you’re a Bench client who feels uncertain about the hands holding your books, I don’t blame you.

But I do have good news.
At @FinaloopTeam , we’re offering eCommerce businesses transitioning from Bench the smoothest migration possible – for free.

Our team understands the unique challenges of eCommerce accounting (COGS, inventory, SKUs, multi-channel sales – you name it). We're ready to step in, simplify your financials, and make sure 2025 starts off strong.

The DMs are exploding, but they’re open. Let’s get you sorted.

Read ALL about it here 👇👇

https://t.co/S7LAh6kfJv

#ecommerce #benchaccounting

[Lioran Pinchevski @Lioranpi]

- @Bench to Finaloop migration website ✅
- Dedicated onboarding, connection and migration process ✅
- 2024 FREE books close for Bench ecommerce customers who prepaid and got left out of pocket ✅

https://t.co/AgDwyCCwkm
#ecommerce

[Finaloop @FinaloopTeam]

You gotta admit the resemblance is uncanny.

[Rayla Rappaport @RaylaRapp]

This was such a great chat with @youderian. Loved geeking out on ecom finances!

[Andrew Youderian @youderian]

@RaylaRapp
is plugged into hundreds of DTC P&Ls via her position at
@FinaloopTeam, a perspective almost no one has. This week on the show we talk about the trends she’s seeing in top-line revenue, margins, profitability, inventory levels, salary spending and more.

Watch: https://t.co/V6mTi0OlGq

[Lioran Pinchevski @Lioranpi]

🎉 🔊 BIG NEWS: We're launching "Margin Talks" by Finaloop 🎉 🔊

[Rayla Rappaport @RaylaRapp]

@youderian @finaloop Loved nerding out with you on financials @youderian !

[Rayla Rappaport @RaylaRapp]

@AaronOrendorff The lineup is 🔥!

[Lioran Pinchevski @Lioranpi]

In the often small-margin reality of DTC, small steps can make a big impact.

And I love seeing how relentless, proactive brand owners devise smart ways to run better, healthier businesses every day.

So @RaylaRapp and I gathered some of these tried and tested, real-life tips for you.

Below are some of them.

🧵🧵👇👇

Oh, and just for the sake of practicalism, this simulation assumes:

130 days into the year (Jan1-May10)
$2.6M in net sales up to date
And a reasonable 8.6% profit margin.

Ok let's go - and we’re starting with sales.