Founder and CEO, Ecom CFO · CPA · MBA, Vanderbilt University · Austin, Texas
Sam Hill founded Ecom CFO in 2019 to give fast-growing ecommerce brands a finance team built for how they actually operate: inventory cash cycles, marketplace settlements, paid-media economics and contribution margin by channel, not generic small-business bookkeeping. Today the firm’s remote-first team of 35-plus CFOs, controllers and accountants works exclusively with seven- to nine-figure DTC and marketplace brands, and Sam’s own time goes to the $10M+ and $100M+ founders navigating the hardest decisions. In 2025 the firm acquired Seller Accountant.
Because Ecom CFO sees the financials of brands from under $10M to over $100M, Sam publishes quarterly and annual P&L benchmark reports so operators can compare margins, overhead and growth against real peers rather than survey data. He also writes the Ecom CFO Notebook, an independent weekly newsletter, and shares finance walkthroughs on YouTube. Each year he writes a public letter to shareholders on what the firm learned.
Sam is a CPA and holds an MBA from Vanderbilt University. He is based in Austin, Texas. Connect on LinkedIn or X, or schedule a call.
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Archived report, published January 2025. Figures compare full-year 2024 with 2023. For the current cohort medians and percentiles, and every report since, see the Ecommerce P&L Benchmarks hub....
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