Understanding eCommerce Financial Statements 2024 Guide

An airplane without a cockpit, can you imagine it?

No dashboard, no indicators, no way of knowing if you’re soaring at 30,000 feet or nose-diving toward disaster.

That’s what running an e-commerce business without understanding your financial statements is like.

And it’s every bit as risky as it sounds.

But amidst this buzz, there’s a crucial tool that you need to master. A tool that, if left ignored, could turn your grand adventure into a rapid descent into chaos: your financial statements.

These documents are more than just numbers and charts; they’re the cockpit of your e-commerce airplane. They provide real-time insights, ensure you’re on route to profitability, and alert you to any potential turbulence ahead. Without a clear understanding of them, you’re flying blind.

Whether you’re a new pilot or an old hand looking to sharpen your skills, this guide will transform the way you navigate your financial sky.

Why Should You Care about Financial Statements in eCommerce

Just as a pilot needs to understand every instrument to fly safely, an e-commerce business owner should understand their financial statements to ensure smooth operations.

These documents serve as the heartbeat of your business, uniting all financial activities under one comprehensive overview.

Financial statements give you insights into profitability, allowing you to measure success and identify areas for improvement.

They empower you to streamline business operations, highlighting inefficiencies and helping you allocate resources more effectively.

In the world of e-commerce, where fluctuations are par for the course, financial statements offer that much-needed stability, providing a clear, dependable picture of your business.

But it’s not just about steering clear of difficulties; it’s about skyrocketing towards success. An apt understanding of financial statements can help you uncover hidden potential, seize opportunities, and pilot your business towards uncharted profitability.

In short, financial statements help with:

• Investor confidence. Potential investors are more likely to trust businesses with well-maintained financial statements. Since they provide a clear overview of profit margins, revenue streams, and operational costs, investors feel confident investing in a transparent business.
• Budgeting and planning. Comprehending your financial statements allows you to budget effectively. When you analyze the data, you discover the seasonal trends and predict the demand fluctuations. This lets you plan your inventory levels and keeps you from overstocking or stockouts.
• Tax compliance is an integral part of business. When you have accurate financial records, you can easily track income, expenses, and deductions. As a result, the tax filing process gets simplified, and you minimize the risk of errors.
• Risk management. As a business owner, you can identify potential risks like increasing expenses and decreasing profit margins by assessing the financial trends and ratios. This timely detection lets you execute proactive strategies – think cost-cutting measures, for instance – to ensure long-term business sustainability.
• Business valuation. Well-maintained financial statements also come in handy in the event you plan to sell your ecommerce business. Prospective buyers can easily assess your business’s financial health and determine its overall worth. This allows for a hassle-free negotiation and sales process

What are the Three E-commerce Financial Statements

Just like the cockpit dashboard of an aircraft consists of several crucial indicators, your financial statements have their critical components.

These essential elements are the heart of your financial analysis and give you a detailed picture of your financial performance and health.

Let’s delve into these integral parts:

• Income Statement: Also known as the profit and loss statement, this shows your revenues, costs, and expenses over a period.

• Balance Sheet: This is your business’s snapshot at any particular moment.
• Cash Flow Statement: This reveals how changes in balance sheet accounts and income affect cash and cash equivalents, showing how operations, investment, and financing activities generate cash.


 Understanding these components is like having a co-pilot who constantly interprets the cockpit indicators for you.


With these insights, you can make informed decisions, foresee issues before they turn into problems, and navigate your e-commerce venture towards success.

The Income Statement (P&L)

The Income Statement, your speedometer, shows how revenues are transformed into net income by subtracting costs and expenses. It’s a record of your business’s performance over a period, typically a month, quarter, or year.

Key insights you can glean from your Income Statement include:

• Revenue Trends: You can track your revenue growth over time. Increasing revenue can indicate good market demand for your products and effective marketing.
• Profit Margins: By examining the ratios of costs like Cost of Goods Sold (COGS) and operational expenses to revenue, you can gauge your profitability. High costs could indicate inefficiencies and highlight areas where cuts could be made.
• Net Income: This is the “bottom line.” It shows whether your e-commerce business made a profit or incurred a loss over the period. A consistent increase in net income is a good sign your business is on the right track.

Components of The Income Statement

The primary components to help you read the Ecommerce P&L statement include the following.

• Revenue – Sales from services and goods
• Cost of Goods Sold (COGS) – Direct product-related costs
• Gross Profit – Revenue minus the cost of Goods Sold
• Operating costs – These include marketing, salaries, and utilities costs
• Operating income – Gross profit minus operating expenses
• Expenses: These are all the other costs incurred by your company and they are often split into:
  • Operating Expenses: These include things like rent, advertising, and salaries
  • Non-Operating Expenses: These include interest expenses or taxes
• Net income – Operating income minus interest and taxes

How to Read an eCommerce Income Statement

The income statement can provide key insights to help you make informed decisions. Here’s how to interpret this financial document.

For instance, if you purchased drones from a manufacturer for $100 and sold them to a customer for $500, the components of the income statement would appear as follows:

• Revenue would show $500
Gross Profit: This is your revenue minus your Cost of Goods Sold. If you sold drones for $500 and they cost you $100, your gross profit would be $400. This number should be high enough to cover all other business expenses, otherwise making a profit will be difficult.

• Operating and Non-Operating Expenses: Analyzing these costs will provide a clear picture of where your business’s money is going.
• 
Net Income: This is your bottom line, which equates to your profit or los‍s

To interpret these numbers, you can follow two main steps:

1. Performance Over Time: Look at the income statement for each month over the last 12 months to identify any developing trends. Also known as a horizontal analysis, this can help you spot positive trends like increasing revenue, or unexpected costs.
2. Percentage of Revenue: Also known as a vertical analysis where you consider each line of your income statement as a percentage of revenue. This requires some basic industry knowledge to understand what is typical. For instance, in a service business, payroll being 30% of revenue might be expected, but in an eCommerce brand, that might be too high.

Let’s put the theory into practice by stepping into the virtual shoes of an e-commerce entrepreneur, Lucy. She sells handmade scented candles, a hit for home decor and gift shoppers alike.

Performance Over Time

Lucy looks at her income statements from the past 12 months. The holidays were a boom, as expected, with November and December revenues nearly doubling the average of the preceding months.

However, she notices a surprising uptick in her March and April revenues, a 20% increase compared to January and February.

On investigating, she finds that an influencer featured her candles in a spring home decor video, driving the unexpected sales.

Lucy jots down a note to focus marketing efforts during springtime in the upcoming year, perhaps partnering with more influencers for seasonal promotions.

This trend review provides Lucy with insights into how her revenues and costs shift over time, helping her make proactive business decisions.

Percentage of Revenue

Now, Lucy sits down to analyze her expenses as a percentage of her revenue. She notes that her cost of goods sold (raw materials, packaging) stand at around 30% of her total revenue — a figure she’s comfortable with, given the premium pricing of her product.

However, she finds that her shipping costs have crept up to 10% of her revenue, which is quite high for her industry. Upon digging deeper, she discovers that an increase in international orders (thanks to that influencer’s broad viewer base) contributed to the higher shipping costs

Now, Lucy is faced with a decision; she could alter her international shipping policies, perhaps share some of the shipping costs with international customers, or view it as an investment in expanding her brand’s global footprint.

In both these scenarios, Lucy used her financial reports as a tool to understand her business better.

By analyzing her performance over time and expenses as a percentage of revenue, Lucy didn’t just see numbers on a report — she got a bird’s-eye view of her business landscape, spotting trends and identifying opportunities for growth.

And that’s exactly the kind of sharp, informed thinking that can light the way to success in the e-commerce business

Balance sheet

The Balance Sheet, akin to the altimeter in your cockpit, is a snapshot of your e-commerce business’s financial position at a specific moment.

It showcases your assets – everything your business owns, such as inventory, equipment, and cash. These typically fall into two sub-categories:

• Current Assets: These are assets that can be converted into cash within the next 12 months. Typically, this includes cash itself, inventory, or accounts receivable.
• Non-Current Assets: These are assets you’ll hold for the long term, such as machinery or land.

It also details your liabilities, which can include things like loans, unpaid bills, and other debts. These are also split into two subcategories:

• Current Liabilities: These include obligations that need to be paid within the next 12 months, such as credit card bills, accounts payable, or the current portion of any outstanding loans.
• Non-Current Liabilities: These are liabilities you won’t be settling for more than a year.


The difference between your assets and liabilities represents your equity.

Essentially, it shows the net worth of your business—the remaining value you would have if you were to sell all your assets and pay off all your liabilities.

Typically, you’ll find all the money that was invested into the company by the owners in this section, as well as the accumulated profit over time.

The Balance Sheet also provides insights into how efficiently you are using your assets to generate profits.

Understanding this financial document is crucial to steering your e-commerce business in the right direction.

How to Read an eCommerce Balance Sheet

While the complexity of the balance sheet can vary depending on the type of business you operate, here are a few tips on how to interpret the information:

• Assess Various Asset Accounts: Look at various asset accounts and ensure they’re at an appropriate level for your business operations. For instance, a high cash balance is generally positive, but a high accounts receivable balance might indicate that you’re not collecting your invoices in a timely manner.
• Evaluate Your Inventory Balance: A relatively low inventory balance may not be positive as it implies you might run out of stock soon, losing potential revenue. On the other hand, a high inventory balance suggests that you have slow-moving inventory and too much cash is tied up in stock.
• Use Ratios for Analysis: To analyze your balance sheet effectively, use ratios. For instance, comparing your current assets to your current liabilities provides an overview of whether you have enough cash (and potential cash) to cover the liabilities due within the next 12 months. If your current liabilities are higher than your existing assets, it suggests you’ll likely need to generate more cash quickly.

Understanding how to read a balance sheet can give you insights into the financial health of your eCommerce business, allowing you to make informed management decisions.

Suppose your e-commerce business has current assets worth $200,000, which includes cash, inventory, and accounts receivables.

Meanwhile, your current liabilities, like accounts payable and short-term loans, add up to $150,000.

Your Current Ratio would then be $200,000 divided by $150,000, giving you a ratio of 1.33.

So, what does this 1.33 mean?

Simply put, for every dollar of liabilities due within a year, you have $1.33 in assets that could be converted into cash in the same period. It’s a comfortable cushion, suggesting you’re well-equipped to cover your short-term obligations.

But, if the ratio were less than 1—say, your liabilities were higher than your assets—that’s your instrument panel flashing a warning sign. It’s like flying into a storm. It suggests that you may struggle to pay off your short-term liabilities, and you’ll need to generate more cash quickly to keep cruising smoothly.

Cash flow

Your Cash Flow Statement, your fuel gauge, shows where your money is coming from (cash inflows) and where it’s going (cash outflows) during a specific period. It categorizes cash activities into three types – operating, investing, and financing.

Some valuable insights from your Cash Flow Statement include:

• Cash From Operating Activities: This shows how much cash your business generates from its core business operations. A positive cash flow from operations is a good sign. It means your business is generating enough cash to cover operating expenses and reinvest in growth.
• Investing and Financing Activities: This shows the cash spent on investments (like buying equipment or assets) and financing activities (like issuing shares or taking loans). Monitoring these can help you understand how these activities impact your cash flow.
• Net Change in Cash: This is the difference between your cash at the beginning of the period and the end. It’s a good indicator of your business’s liquidity and its ability to cover short-term liabilities.

How to Read an eCommerce Cash Flow Statement

Key considerations when reading a cash flow statement include:

• Cash Flow from Operating Activities: This tells you how much cash is being generated from your businesses’ main activities. If your income statement shows that your company is profitable, but your cash flow from operating activities is low or negative, you’ll need to investigate further. Maybe you’re accumulating inventory you can’t sell or making sales without collecting cash from customers.
• Cash Flow from Investing Activities: This shows whether your company is making investments for the future. If your cash balance is declining but you see money was spent on buying a new warehouse in the investing activities section, it might be a positive sign of expansion. But if there’s a large influx of cash because you sold a bunch of machinery, that might not be favorable.
• Cash Flow from Financing Activities: Here you’ll see money coming in or going out due to financing activities. Money coming in could be positive because you’re growing, but it could also mean you’re borrowing money due to cash shortfalls.

The cash flow statement is complex to analyze because positive or negative numbers aren’t always good or bad. There’s a lot of nuance to consider depending on specific circumstances.

Now, let’s accompany Lucy on another financial excursion — exploring the cash flow statement. This financial document is like the radar of her e-commerce jet, indicating if she’s generating enough power (cash) to keep soaring (operating, investing, and financing).

Cash Flow from Operating Activities

She’s profit-making on her income statement, but her radar reveals a low cash flow from operating activities. Now, that’s a red flag. ⛔

Her business’s heart is beating (making a profit), but the pulse (cash flow) is weak.

On investigation, Lucy finds a heap of unpaid invoices from several wholesale orders. She’s making sales, but the cash isn’t following through. She quickly devises a stricter invoicing and follow-up process to ensure this pile doesn’t grow further.

Cash Flow from Investing Activities

Next, Lucy scrutinizes her cash flow from investing activities. She notices a significant outflow of cash.

But before worry sets in, she remembers her recent investment in a candle-making machine to boost production. The cash decrease is a sign of positive expansion; it’s like investing in stronger engines for better speed and performance.

Cash Flow from Financing Activities

Finally, she checks her cash flow from financing activities. She notices an inflow of cash, recalling the small business loan she secured to fund her new machine.

This inflow of money signifies growth, but Lucy understands it comes with the responsibility of repayments, which her future cash flows must be able to cover.

Lucy’s journey through her cash flow statement exemplifies why context is key. Positive or negative numbers can lead to different interpretations based on the specific situation.

t’s not just about reading the radar but understanding the weather conditions, the altitude, and the flight path. Once you master these considerations, you’ll have a clearer view of what lies ahead in your business journey and be better prepared for any financial turbulence along the way.

Here are some more cash flow tips from the trenches.

E-commerce-Specific Challenges in Financial Management

An e-commerce journey offers its own unique financial challenges, different from those faced by brick-and-mortar businesses.

That’s primarily because the former involves digital transactions and a global customer base.

Addressing these challenges is critical to ensure a healthy business bottom line.

To keep your business flying high, understanding and navigating these challenges is critical.

Here are some common hurdles e-commerce businesses may encounter:

Sales Tax Across Borders

An e-commerce business can serve customers across multiple states or countries. Each jurisdiction may have its own tax regulations, turning compliance into a complex task.

Accurately collecting and remitting sales tax is essential to avoid legal issues and ensure financial compliance.

While sales tax doesn’t directly influence the Profit and Loss (P&L) statement, as it’s a liability owed to the government rather than business revenue, it’s an important aspect of the overall financial management of an e-commerce business.

Transaction Fees

Payment methods like gateways and e-commerce platforms charge processing fees, directly affecting net revenue.

These charges appear as operating expenses in the income statement. Including these fees in cost analyses and pricing strategies is crucial to maintaining profitability.

Refunds and Returns

E-commerce businesses face significantly higher refund rates than their brick-and-mortar counterparts, with up to 30% of online sales returned, according to a study by ScienceDirect.

Refunds impact both Income and Cash Flow Statements, reducing revenue, gross profit, and affecting cash flow from operating activities.

Inventory Management

Efficient inventory management is a balancing act, avoiding overstocking that ties up capital and incurs storage costs, and stockouts that lead to lost sales. Mismanagement influences balance sheet assets and can lead to losses in the Income Statement.

Fraud and Chargebacks

Frauds and chargebacks can leave a dent in your company’s revenue and expenses. They usually show on the Income Statement as increased operating costs and reduced sales, affecting net income and profitability ratios.

How the Three Statements Fit Together: Real-Life Example

Let’s go back to Lucy and how she sees her three financial statements – the Income Statement, Balance Sheet, and Cash Flow Statement – interconnect.

At the start of the year, Lucy’s Balance Sheet shows $10,000 in accounts receivable. During the year, she makes $50,000 in revenue, leading to accounts receivable rising to $60,000. However, Lucy only manages to collect $45,000 from her customers, leaving $15,000 to roll into the next year.

The interplay between the financial statements becomes apparent here. While her Income Statement displays revenues of $50,000, the reality is that cash collected is only $45,000. This is where the Cash Flow Statement steps in, recording the actual cash inflow.

Finally, her Balance Sheet reflects an increase in the cash account, matching the cash collected from accounts receivable.

Each statement plays its role, providing insights into different aspects of her business finances.

Understanding the connections between these statements is critical for gaining a comprehensive view of her financial health and driving informed business.

Tools for eCommerce Financial Statements

Understanding and creating financial statements is only part of the equation. Using the right tools can make the process more efficient, accurate, and insightful. QuickBooks, Xero and Wave are some powerful software solutions that can elevate your e-commerce financial management.

These tools don’t just simplify financial management; they enable strategies that extend beyond tax deductions.

By enabling precise expense tracking and clear financial statements, they lay the groundwork for insightful analysis and strategic financial decision-making – essential ingredients for a successful e-commerce business.

Ensure Compliance and Financial Transparency by Analyzing Statements

As we prepare for landing, let’s revisit the insights from our journey: mastering your financial statements is like having a complete understanding of the controls in your e-commerce plane’s cockpit.

It offers the clarity and confidence you need to navigate your business through the dynamic world of e-commerce.

With this understanding, you can initially manage your own accounting, keeping your business on course towards its financial goals.

However, as your journey progresses, you’ll find the landscape becoming more complex. As your business grows, so do your financial operations. This is when having a co-pilot, in the form of an eCommerce accountant, can be a game-changer.

An accountant versed in eCommerce can enhance your decision-making, streamline your operations, ensure compliance, and provide tailored solutions that suit your specific needs.

Remember, you don’t have to fly solo. When the time comes to level up your financial management, modern accounting services can be your trusted ally, ready to navigate the complexities of financial skies with you.

Thank you for joining us on this journey through the world of e-commerce financial statements. We hope you feel better equipped to navigate your financial future. And remember, at every stage of your e-commerce journey, we’re here to ensure your financial success.

Here’s to clear skies, safe flights, and exciting destinations. Safe travels, and we hope to see you on board again soon!