The ecommerce acquisition landscape continues to expand rapidly, offering business owners more options than ever before. For founders who have grown profitable online stores, 2025 presents strong opportunities to exit at favorable valuations. Aggregators remain at the center of this movement, acquiring small and mid-sized brands and scaling them into global players.
For entrepreneurs ready to sell ecommerce business assets, knowing which aggregators are active and what they seek is critical. By aligning your business with the right buyers, you increase the likelihood of a faster sale and stronger financial return.
Why Aggregators Dominate the Market
E-commerce aggregators operate by acquiring profitable digital-first brands, optimizing operations, and expanding distribution channels. Their model allows them to build portfolios that benefit from shared resources, economies of scale, and centralized expertise.
These companies appeal to sellers because they can close deals quickly, have structured acquisition teams, and often provide smoother transitions than individual buyers. For sellers, this means more liquidity and less uncertainty during the exit process.
What Aggregators Look For in Brands
While every aggregator has its unique approach, most evaluate similar criteria before acquiring a brand.
- Revenue Consistency: A stable monthly recurring revenue stream shows resilience and growth potential.
- Strong Margins: Profitability is essential; aggregators prefer brands with 20–30% margins or higher.
- Defensible Niches: Products in unique or underserved markets attract higher interest.
- Operational Efficiency: Well-documented systems and reliable suppliers make businesses easier to integrate.
Brands that meet these requirements stand out in competitive acquisition pipelines.
Top Aggregators in 2025
Thrasio
Thrasio remains the most recognized aggregator globally. Known for its rapid acquisition pace, it has expanded into international markets and diversified beyond Amazon-only brands. Sellers benefit from its strong operational expertise and marketing infrastructure.
Perch
Perch specializes in acquiring high-performing Amazon FBA brands but has expanded into direct-to-consumer opportunities. It emphasizes technology-driven scaling, making it a solid choice for digitally mature businesses.
Heyday
Heyday focuses on building long-term partnerships with acquired brands. It positions itself not just as a buyer but as a growth partner, supporting product development and international expansion.
Boosted Commerce
Boosted Commerce targets scalable niche products across various categories. Its strategy includes acquiring mid-sized brands and strengthening them through supply chain improvements and digital marketing.
Benitago
Benitago offers a more founder-friendly model, often allowing partial exits where owners retain equity. Its focus on product design and customer experience makes it attractive for creative entrepreneurs.
Berlin Brands Group (BBG)
BBG brings a European perspective to ecommerce aggregation. It acquires brands globally, leveraging its established infrastructure to expand into new regions. This makes it ideal for sellers seeking international growth.
Unybrands
Unybrands emphasizes category diversification, acquiring brands across health, wellness, and lifestyle niches. It often looks for companies with strong customer loyalty and room for brand extension.
Foundry
Foundry positions itself as both an acquirer and growth partner. It emphasizes operational stability, product innovation, and long-term market positioning, making it appealing to ambitious founders.
How Sellers Can Prepare for Aggregators
To attract aggregator interest, sellers must ensure their businesses are acquisition-ready.
- Streamline Documentation: Financial statements, supplier contracts, and traffic analytics should be well organized.
- Demonstrate Growth Potential: Provide clear evidence of product demand, customer loyalty, and marketing efficiency.
- Highlight Differentiators: Unique branding, proprietary formulas, or patents create defensibility.
- Simplify Operations: Businesses that require minimal founder involvement are more appealing to buyers.
These steps allow aggregators to complete due diligence faster, often shortening the sale timeline.
Risks to Consider with Aggregators
While aggregators bring advantages, sellers should remain cautious.
- Valuation Discrepancies: Multiples may be lower than expected if market competition softens.
- Integration Challenges: If your business relies heavily on founder involvement, the transition may be difficult.
- Market Fluctuations: Economic downturns or shifts in consumer spending can affect aggregator acquisition appetite.
Evaluating multiple offers and consulting advisors helps protect your interests during negotiations.
Bullet Point Recap: Why Aggregators Are Key in 2025
- Speed: Aggregators have structured processes that shorten sale timelines.
- Scale: Their operational expertise allows them to expand brands quickly.
- Liquidity: Sellers benefit from upfront payouts with potential earn-outs.
- Global Reach: Many aggregators bring international expansion opportunities.
- Professionalism: Experienced teams ensure smoother due diligence.
These points show why aggregators remain attractive buyers in today’s market.
Conclusion
For founders looking to exit in 2025, e-commerce aggregators continue to dominate acquisition activity. Understanding their criteria and preparing accordingly ensures smoother negotiations and higher valuations. While timing and market conditions play a role, sellers who align with aggregator expectations can secure faster, more profitable exits. For those evaluating broader strategies as a Consumer product company, partnering with or selling to an aggregator may provide the capital and scalability needed to compete at the next level.
