Listing teardown · Ecommerce
Empire Flippers listing #97847: Health & Fitness ecommerce business teardown
Short answer: a first-pass read of the live listing “$135.0K Per Month eCommerce Business in the Health & Fitness Niche”, asking $491,954: 1 red, 5 yellow and 4 green flags from the checker's rules. Every figure comes from the public listing page; nothing here has been verified with the seller.
How to read this. Flags are questions to answer, not findings. A red flag means the listing's own figures or text need an explanation before you spend money on diligence; it does not mean anything is wrong. Sellers often have good answers. Listing details can change after the date above.
Snapshot (as listed)
| Asking price | $491,954 |
|---|---|
| Stated multiple | 2.8× annual SDE |
| Average monthly revenue / profit | $134,997 / $14,642 |
| Latest month revenue / profit | $67,647 / $14,796 |
| Payback (ask ÷ monthly profit) | 33.6 months on the average; 26.7 months on the last 3 months |
| Reported margin | 11% |
| Age | about 16 months |
| Monetization | eCommerce, DropShipping |
| Owner hours (seller-stated) | 10 a week |
| Top traffic channels | n/a |
Red flags
- Marketplace-reported revenue trend -43%, profit trend +91%. Monthly revenue went from about $314,000 (Dec 2025) to about $68,000 (Sep 2026). The listing says the business moved in early 2026 from global dropshipping to US sales under a new domain and hero product, with a US 3PL. Ask for the P&L split by the old and new setup.
Yellow flags
- Volatile monthly profit (CV 0.52). Monthly profit ranged from a loss of about $3,300 (Feb 2026) to about $20,700. Since Mar 2026 it has ranged about $13,200 to $20,700. Ask what drove the February loss and the low October 2025 month.
- Platforms the listing relies on or mentions: Meta/Facebook, YouTube, TikTok. Meta Ads, TikTok Ads and Google Ads accounts are listed as included, and the seller discloses that higher paid traffic prices could make the ads unprofitable. Ask for ad spend and return by channel for 12 months.
- No website traffic data shown in the listing. Ask for analytics covering the same 12 months as the financials.
- Customer/revenue concentration not disclosed.
- Generic reason for sale. The Seller would like to explore other opportunities.
Green flags
- The listing shows connected data providers: Shopify. These reduce, but do not remove, the need to reconcile figures to bank deposits.
- Last-3-month average profit $18,443 is 26% above the 12-month average.
- Seller states about 10 hours a week of owner time (to confirm against the task list).
- Post-sale support is offered: The seller is willing to offer 180 days of email and phone support.
Questions to ask the seller
- What is causing the year-over-year decline and what has been tried?
- Explain the low months (refunds, annual-plan timing, one-off costs?).
- What would happen to revenue if Meta/Facebook changed its policy/API tomorrow? Any past incidents?
- Share 12–24 months of analytics and Search Console.
- What share of revenue comes from the top 1 and top 3 customers (or traffic/affiliate partners)?
- Why sell now, and what would you do with the business if it doesn't sell?
- Provide a month-by-month P&L for the last 24 months with every cost line.
- What exactly transfers (domains, code, accounts, trademarks, email lists, contractor relationships)?
- Has the business ever had a platform ban, penalty, chargeback spike or security incident?
What to verify
- Store and payment-processor reports (Shopify/WooCommerce, Stripe, PayPal, marketplaces) reconciled to bank deposits
- Landed cost per SKU, ad spend and refunds month by month, so the margin can be rebuilt
- Inventory on hand, its valuation and whether it is included in the price
- Supplier, 3PL and contractor agreements and whether they are assignable
- Ad-account history (CPA, ROAS) and analytics by channel for the listing's 12 months
- Trademark, domain and marketplace-account transfer requirements
Payback at the asking price: 33.6 months on the stated average profit, 42.0 months if profit is 20% lower, 56.0 months if 40% lower. This is arithmetic on the listing's figures, not a valuation or a bid suggestion.
Seller statements to check against evidence
Quoted from the listing. Each is a reasonable thing for a seller to say and worth confirming with documents.
- “It also has an email list of 18,000 subscribers, which presents an untapped opportunity for further monetization.”
- “Additionally, there are established contacts for creative and content production, which can be utilized by the new owner.”
Risks the listing itself discloses: An increase in Paid Traffic pricing could make the ads unprofitable. Supplier increasing prices
Questions about this listing
Is Empire Flippers listing #97847 still for sale?
Status on 25 October 2026: still for sale at $491,954, the same price as when we read it. Listed 4 days (since 21 October 2026). On Empire Flippers since January 2025, sold non-Amazon ecommerce listings took a median 64.5 days to sell (middle half 47–114 days). The watch box at the top of this page sends one email when that changes.
What should I ask the seller of Empire Flippers listing #97847?
What is causing the year-over-year decline and what has been tried? Explain the low months (refunds, annual-plan timing, one-off costs?). What would happen to revenue if Meta/Facebook changed its policy/API tomorrow? Any past incidents? Share 12–24 months of analytics and Search Console. What share of revenue comes from the top 1 and top 3 customers (or traffic/affiliate partners)? Why sell now, and what would you do with the business if it doesn't sell? Provide a month-by-month P&L for the last 24 months with every cost line. What exactly transfers (domains, code, accounts, trademarks, email lists, contractor relationships)? Has the business ever had a platform ban, penalty, chargeback spike or security incident?
What flags does Empire Flippers listing #97847 raise?
1 red and 5 yellow flags from FirstPass Memo's 37 published rules, using only the public listing: Marketplace-reported revenue trend -43%, profit trend +91%; Volatile monthly profit (CV 0.52); Platforms the listing relies on or mentions: Meta/Facebook, YouTube, TikTok; No website traffic data shown in the listing; Customer/revenue concentration not disclosed; Generic reason for sale.
Is this teardown a recommendation to buy or not to buy?
No. It is informational screening of public listing data. Flags are questions to answer, not findings, and nothing has been verified with the seller.
Sources
- Empire Flippers listing #97847, public listing data read 22 October 2026.
- FirstPass red-flag rules, the 37 published rules used for the flags above.
Related
FirstPass Memo is independent and buyer-paid. Not affiliated with, paid by or endorsed by Empire Flippers or the seller. Informational screening only, not investment, legal, tax or valuation advice, and not an audit. Figures are the seller's and marketplace's, as listed on the date above. If you are the seller or broker and something here is out of date, email hello@firstpassmemo.com and we will correct it.