Fractional CFO services for ecommerce brands
Senior finance support without a senior finance salary. The decisions that actually move an ecommerce brand are about cash, stock and pricing, and they are usually made alone.
- 13-week cash-flow forecast
- Reorder and funding decisions
- Monthly strategy call
When an online brand needs a CFO
Most ecommerce founders do not need a full-time CFO and cannot justify one. What they need is someone senior in the room for perhaps four decisions a year, each of which is large enough to decide whether the next twelve months go well.
The reorder decision
Placing a purchase order is usually the biggest cash commitment an ecommerce brand makes, and it is frequently made on gut feel about what is selling, weeks before the cash consequences land.
We model it: what quantity, at what lead time, against forecast demand and the cash you will have when the balance falls due. Over-ordering is the most common way a profitable brand runs out of money.
The pricing decision
Raising a price feels risky, so it does not happen, and margin gets eroded instead by fee increases and ad costs that creep up without anyone deciding anything.
We model price changes against volume sensitivity and contribution, so you can see what a 5% increase would need to do to demand before it costs you money. Usually the answer is reassuring.
The growth decision
A new marketplace, a new product line or a step up in ad spend all consume cash before they return any, and each is normally evaluated on whether it sounds promising.
We model the cash curve: how deep the hole goes, how long before it turns, and what has to be true for it to work. That turns an instinct into a decision with a known downside.
The funding decision
Inventory finance, a line of credit and revenue-based funding all cost very different amounts once expressed as an annual rate, and the headline fee is rarely the real cost.
We work out what you actually need, when, and which structure is cheapest for your cycle, and prepare what a lender will ask for. Often the conclusion is that you need less than you thought, timed differently.
Over-ordering is how profitable brands run out of money
Placing a purchase order is usually the largest cash commitment an ecommerce brand makes, and it is frequently made on instinct about what is selling — weeks before the cash consequences arrive. We model quantity against lead time, forecast demand and the cash you will actually hold when the balance falls due.
What a fractional CFO does here
Everything in management accounting, plus the forward-looking work.
- 13-week cash-flow forecast — rolling, updated monthly, built around payouts and reorders
- Annual budget and reforecast — revised as the year actually unfolds
- Inventory and reorder planning — quantities and timing modelled against cash
- Pricing and margin strategy — price changes modelled before they are made
- Scenario modelling — best, expected and downside cases for any major decision
- Funding preparation — what you need, when, and the pack a lender will ask for
- Channel and product strategy — where to put stock and attention, with the numbers behind it
- Monthly CFO strategy meeting — a working session, not a presentation
- Ad-hoc decision support — reachable between meetings when something comes up
- Board and investor reporting — where you have external stakeholders
How working with us starts
Three steps, and the first one costs nothing.
Free 30-minute call
We look at how you sell, what state the books are in and what you actually need. If we are not the right fit we will say so on that call.
Setup and catch-up
We connect your channels, bank and accounting software, agree the chart of accounts, and bring any back months up to date so we start from something accurate.
Monthly rhythm
Your close lands on the same date every month, with the reporting your plan includes and a named accountant who already knows your account.
Clear monthly pricing
Three plans, no hourly billing. Larger or multi-entity brands are quoted individually.
Accounting & Bookkeeping
Clean, reconciled books and accurate accounts, every single month.
Starts at- Monthly bookkeeping
- Amazon, Shopify & bank reconciliations
- Inventory & COGS tracking
- Monthly P&L, balance sheet & cash flow
- Year-end accounts for your CPA
- Dedicated accountant
Management Accounting
Your books, plus the insight to know exactly what makes money.
Starts at- Everything in Plan 01
- Profit by product & channel
- Monthly management report pack
- KPI dashboard
- Budget vs actual
- Monthly review call
CFO & Forecasting
Senior financial leadership to plan cash, stock and growth.
Starts at- Everything in Plan 02
- 13-week cash-flow forecast
- Budgets & forecasting
- Inventory & reorder planning
- Pricing & margin strategy
- Monthly CFO strategy meeting
What our clients say
Bexford made switching from my previous accountant completely painless. They handled everything and my tax return was filed ahead of schedule. Highly professional and always available.
The fixed monthly fee is great — I know exactly what I'm paying. The tax efficiency advice has already saved me more than the annual fee. I'd recommend Bexford to any growing small business.
I run a small architecture practice and Bexford handles everything — quarterly bookkeeping, annual accounts, owner compensation structuring. Wish I'd found them sooner. Absolutely five stars.
Fractional CFO questions, answered
Find out what your numbers are actually telling you
A free 30-minute call. We will look at how you sell, where the books stand, and whether we can help. No obligation either way.