The Ecom CFO Notebook

Better informed. Take action. Keep your ass solvent.

Cut through the noise.

Our weekly briefings give ecommerce founders strategic finance insights they can actually use — less memes, more margin.

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Key Insights from Our 2026 Revenue Planning Guide

Our report on macroeconomic indicators, Shopify GMV trends, and same-store revenue benchmarks to give operators a clear, data-backed outlook for 2026...

Key Insights from Our Q3 P&L Benchmark Report

Eighteen companies, revenues ranging from under $10M to $100M+, dissected line by line to show you what's actually happening in the market....

Recent Posts

Private Group Chat with Tariff Expert Tom Gould

This week, we’re sharing the recording/takeaways from our group call with tariff consultant, Tom Gould. Tom’s got 30+ years in the business, and served as advisor to the...

A CFO’s Guide to Learning From SEC Filings

Last week, a bunch of publicly traded DTC brands released their 2024 annual reports. I love digging into these, because: They offer great data on the market as...

Your Weekly Cash Flow Review

Cash reserves are usually very personal for DTC brands – every founder has a different (often, not fully rational) amount they prefer to keep on hand. Going below...

Exclusive Tariff Interview with Flexport’s Ryan Petersen

As a firm, we don’t know everything about everything. We help founders understand the financial implications of their decisions. But when it comes to thinking through those decisions,...

Your Monthly Financial Review (Part 2: Balance Sheet)

In a previous email, we talked about the P&L review to spot problems in your company before they snowball. Today is the balance sheet. When I do this...

Your Monthly Financial Review (Part 1)

Whether you’re doing this solo, with your executive team, or with a third-party (like an advisor) set aside dedicated time each month as your financial deep-dive day (preferably...

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2026 DTC Revenue Planning Guide cover page

What's inside:

  • Macroeconomic indicators from the Federal Reserve Bank of St. Louis
  • Shopify GMV Benchmarks
  • Revenue Growth Benchmarks from 20+ brands in our client base

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