Sometimes the best move in a business sale is not to sell just yet.
When the owner of this Victorian online store first spoke to Bonza in April 2025, the business was young and still building its trading history. It could have gone to market straight away, but as an opportunity sale it would have started at around $99,000. Instead, the owner took their broker’s advice and waited for one more busy summer. A year later, the business sold for $212,000.
The Sale at a Glance
- Business: Ecommerce store
- Location: Victoria
- Sold price: $165,000 plus stock at value ($212,000 total)
- Days on market: 150
- Bonza commission: $8,480
- Saved by the seller: $12,720
Why Waiting Made the Difference
Buyers pay for proof. A new online store with only a few months of sales is hard to value, and most buyers will treat it as an opportunity rather than an established business. That usually means a lower price.
So rather than rushing to list, the broker suggested holding off until the store had traded through its peak summer season. They stayed in touch with the owner throughout the year, and in April 2026 completed an updated appraisal. With a stronger trading history behind it, the business listed at $180,000 plus stock, well above where it would have started a year earlier.
By then the timing was right on the owner’s side too. They had gone back to full-time work, and it was time to hand the business on to someone with the time to keep growing it.
Clearing a Hurdle Along the Way
Partway through the sale, it came to light that the business name had never been registered with ASIC. It’s a small detail that can stall a sale if it isn’t handled quickly. The broker walked the owner through registering the closest available name, and the sale kept moving without losing momentum.
Sold in 150 Days
The business sold to a buyer who was new to the industry for $165,000 plus stock at value, bringing the total to $212,000. For the buyer, it meant stepping into an online store with a proven sales season and products ready to ship from day one.
On the seller’s side, Bonza’s 4% commission came to $8,480. Compared with a traditional broker, that’s $12,720 the owner kept.
Thinking About Selling an Online Business in Victoria?
The right time to sell is not always right now. Talking to a broker early gives you a clear picture of what your business is worth today, and what it could be worth with a little more trading history behind it.
In Victoria, business brokers must be licensed, with licensing overseen by Consumer Affairs Victoria. Bonza is a licensed brokerage, so your sale is handled by people who are accountable for how they do it.
Get a quick estimate with our free calculator, see our sold businesses, or request a free consultation.
