E-commerce and retail finance moves fast — CAC, LTV, contribution margin, inventory turns, and marketplace fees all need to be tracked in real time. Apex brings CFO-level financial leadership to DTC brands and retailers that are scaling and need to understand their numbers before they outgrow them.
E-commerce and retail businesses operate in one of the most metrics-rich environments in business — but having data and understanding it are two different things. CAC that looks fine at the blended level can mask channel-level losses. Gross margin that looks healthy can hide fulfillment costs eating your contribution margin. Inventory that looks abundant can be tied up in slow-moving SKUs killing your cash flow.
Apex has worked with DTC brands on Shopify and Amazon, omnichannel retailers managing brick-and-mortar alongside digital storefronts, and consumer goods companies scaling through wholesale and retail distribution. Our team has served as finance leaders for PE-backed DTC e-commerce brands — giving us direct operational experience with the financial realities of scaling a digital commerce business.
We work with e-commerce and retail companies doing $1M to $50M in revenue — from pre-profitability brands preparing for a capital raise to established retailers preparing for acquisition. If your business lives in Shopify, Amazon Seller Central, or a retail ERP and you need a CFO who understands the economics of digital commerce, Apex is built for you.
"Most e-commerce companies know their revenue number. Very few know their true contribution margin by channel, by SKU, and by customer cohort. That is where we start."
Calculate true CAC, LTV, payback period, and contribution margin by channel and cohort — giving you the clarity to allocate marketing spend and make confident growth decisions.
Build a contribution margin waterfall from gross revenue to net contribution — fully loaded with returns, payment processing, fulfillment, and platform fees by channel.
Build inventory turn analysis, days of inventory outstanding, and reorder point models — so you never tie up cash in slow-moving SKUs or run out of your best sellers.
Model the cash flow cycle of a scaling e-commerce business — inventory purchases, payment timing, platform payouts, and seasonal demand — so you always know your runway.
Reconcile Amazon, Shopify, and wholesale settlement reports to your books — building clean revenue recognition and a clear view of channel-level profitability.
Prepare investor-grade financials, a compelling unit economics story, and a financial model built for venture or PE diligence — so you walk into a raise ready.
E-commerce roll-ups are active. We prepare sellers with clean books, normalized EBITDA, and a channel-level revenue story — and help buyers evaluate digital commerce targets with the diligence they require.
Build a financial model tied to your actual business drivers — traffic, conversion, AOV, repeat purchase rate — so your forecast reflects how your business actually works.
Finance executive background spanning PE-backed companies, energy, construction, e-commerce, manufacturing, and defense — across the full spectrum of business challenges.
Buy-side and sell-side advisory across $5M to $15M deals — due diligence, QofE, deal structuring, and post-merger financial integration.
We work directly with Big Four audit teams, building the financial infrastructure and documentation that holds up under rigorous external scrutiny.
Experience across Epicor, Oracle, SAP, NetSuite, and Anaplan — implementing and optimizing ERP systems for accurate, timely financial reporting.
We support PE-backed and investor-owned companies with investor reporting, covenant compliance, and value creation tracking.
Our engagements are built for the revenue stage where financial clarity, cash flow management, and strategic planning matter most — and where a fractional CFO creates the biggest impact.
Whether you are preparing to raise, looking to sell, or simply need your finances under control — we work with businesses at every stage of growth.
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