Ecommerce Financial Projection Model

Produce detailed financial projections for investor meetings, loan submissions, and more using this Excel template that's fully customizable. It provides auto-generated 5-year financial statements, more than 20 charts depicting key metrics, and a video tutorial.

How it works?

Template price: $


  • 5 Year Projected Financial Statements
  • CPA Developed & Completely Customizable
  • Video Guide Included
  • Free Support & Projections Review
  • Compatible with Google Sheets

Our custom CPA developed template provides you the ability to create professional projections based on your very own assumptions.

Generate ready to go investor- and lender-ready projections in just hours.

Our CPA developed template enables you to create professional projections based on your unique assumptions.

Create investor- and lender-ready projections in hours, not days.

Built for e-commerce startups specifically—our ProjectionHub software has been used by more than 2,500 e-commerce businesses to develop financial predictions and pro formas. Based on this experience we decided to create a customized Excel template tool that makes creating SBA and investor-ready financial projections for e-commerce incredibly manageable.

How it works?

Watch a demo of the template

Save time & money - get organized with our template!

Get an E-commerce template now for $99

The template price: $



100% money-back guarantee for 30 days!

Types of Businesses that have used this template

 Revenue Projection Template Example

Step 1: Purchase and download the template

After purchase, you will download an unlocked Excel file with a ready-to-use financial projection template for your business model. You can also open the file to use in Google Sheets!

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Step 2: Enter your assumptions on the input tabs

Ecommerce sales forecast template

  • The sales forecast model will help you predict your ecommerce startup’s monthly revenue and cost of goods sold for five years. The model starts by determining website visitors and your conversion rate to estimate monthly sales units. ​You will set various product or product categories and their associated cost, revenue, and shipping and packing expenses. The model then projects out your revenue and direct expenses for five years and automatically updates the financial statements. 

Ecommerce Operating Expenses

  • You will provide your other expenses directly into the operating expense model, which includes some suggested line items for this industry and some default amounts to help you get started. ​This model will propagate the expenses and cash flows on the ecommerce financial models for you. You can enter your specific monthly expenses as either fixed amounts or you can set them as a percentage of revenue for variable items like payment processing fees or shipping costs. The first three months of the model are broken out separately so that you can enter start-up expenses. 

Ecommerce General Assumptions

  • The general assumptions phase will prompt you to punch in balance sheet items such as fixed assets, loans, investments, inventory assumptions, and accounts receivable assumptions. The model will have you provide a few basic data points and then it will calculate the more challenging things for you: loan amortization, interest expense, depreciation expense, inventory purchases, etc. 

Ecommerce Salaries and Distributions

  • The salaries and distributions model helps calculate monthly expenses for your workforce, including items like employer taxes and benefits, but this model also helps you plan for distributions (dividends, owner draws) made to owners.

Step 3: The model is automatically updated based on your assumptions

Ecommerce Financial Snapshot

  • The At-A-Glace tab shows you a financial snapshot in the form of graphs, charts, ratios, and financial summaries, all ready to be used at any time for a pitch deck or presentation. 

Ecommerce Financial Statements

  • There are six Financial Statement tabs: the annual formats of the ecommerce p&l template, cash flow statement, and balance sheet, and the month-by-month breakdowns of the same financial statements. 

Investor Dashboard Tab

  • The Investor Dashboard tab enables you and any other stakeholders to see the results of changing any of the main assumptions of the sales forecast template. This tab presents the income statement from your model and a modified income statement that updates live as you change major assumptions. This enables you to see how sensitive your model is to certain variables without changing the data you already filled out.

 Income Projection Chart Example

Tables, charts, graphs and dashboards include:

Tables, charts, graphs and dashboards include:

  • Profit and loss at a glance table
  • Use of start-up funds graph
  • Key ratios table ​​
  • Cash generated from operating activities graph ​
  • Investor dashboard
  • ​5 years of monthly and annual income statement, cash flow and balance sheet reports
  • Profit and loss at a glance table

  • Use of start-up funds graph

  • Key ratios table

  • ​Cash generated from operating activities graph

  • Investor dashboard

  • 5 years of monthly and annual income statement, cash flow and balance sheet reports

Step 4: If you need help, we're here

We can fill out or modify any of the templates we sell, and we’re always happy to answer questions.

When you call us, you can speak directly to the developers of the model, not a call center or customer service representative.

Contact us in the most convenient way for you. We're here to help you

If the model doesn’t work for you, we’re happy to provide a refund.

Questions? Get in touch.
Contact Us

What ProjectionHub Customers Think

The cost of the template is estimated at $ 2000

If you hired a CPA to build this template from scratch it would take at least 20 hours of billable time to build a similar template. At an average hourly rate of $100 per hour it would cost you $2,000.

20 hours X $100 = $2,000 value

But we've already done all the work and you don't need to hire a CPA

Save time & money - get organized with our template!

Get an E-commerce template now for $99

The template price: $



100% money-back guarantee for 30 days

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Our Projection Protection Guarantee

Love it or Swap it
If the template you purchase is not the perfect fit, our team will help recommend the right template and swap your template for no extra charge. You can rest assured we'll make sure you are using the right template.
Expert Review
After you fill out your template, you can upload your projections to our team where we will do a complete review and then send you a custom video recording of us providing feedback so you can feel confident your projections are investor & lender ready.
See How
Help as You Go
Our team will be standing by so you can get help as you fill out your projection template. Through email and custom video recordings, we will make sure you understand how to complete your projections.
See How

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The ProjectionHub Team

Grace Cisna, CPA

Before joining ProjectionHub, Grace served as an auditor for a public accounting firm in Indianapolis. There, she audited start-up tech companies, major regional hospitals, public manufacturers and everything in between.

As an auditor, she gained insight to the inner workings of all kinds of business models. Grace is a CPA, has a bachelor’s degrees in Accounting and French and a Master’s of Accountancy all from the University of Iowa, where she also taught introductory accounting classes to undergraduates.

Grace loves to use her accounting expertise to serve as an advisor to her clients, helping them understand what it takes to make a business succeed.

Adam Hoeksema — Co-founder ProjectionHub

Adam is the co-founder of ProjectionHub which is a SaaS web application that helps entrepreneurs create financial projections for their business.

Since 2012, over 40,000 entrepreneurs from around the world have used ProjectionHub to help create financial projections.

Adam also serves as the Executive Director of Bankable. Bankable is a Small Business Administration (SBA) lender that makes loans from $500 to $250,000 to Indiana small businesses that are unable to secure financing from a traditional bank.

Adam has managed the loan program since loan #1 in 2010. Since 2010, Bankable has closed over 1,200 loans totaling over $38,000,000. Adam is an entrepreneur at heart and loves working with entrepreneurs to launch and grow their business.

We are available to help you complete your projections


We'll answer your questions about how the template works


We can help you customize your template, add revenue models, expenses or custom charts, tables and graphs -> with our financial modeling services

Frequently Asked Questions

What is the best e-commerce business to start?

The best type of e-commerce business to start is different for each person.  Starting a business is hard, risky, and can take a long time to payoff, so the first thing you should do is focus on an e-commerce business that  you are interested and passionate about.  If you are selling watches, but you could care less about a quality watch and don’t ever wear watches yourself, when you hit a difficult time in your business you are likely to give up.  So start something you are excited about.  Beyond that, I would suggest that you try to sell as few items as possible, sell smaller, lightweight items that won’t kill your margins with shipping costs, and find a niche that you think you can really stand out from the competition in.  You need to be able to answer the question, “why would someone buy from your website instead of Amazon?” Our eCommerce and hardware + subscription revenue model spreadsheet can help!

Is e-commerce really profitable?

The e-commerce business can be quite competitive and put constant pressure on your ability to operate profitably.  According to Glew, the average ecommerce gross profit margin is 40%.  In order to determine your potential profitability you need to create a financial model that includes assumptions for your operating expenses like rent, shipping, advertising, and professional services, and then based on your specific gross profit margins you will be able to calculate how many units or what dollar amount of sales you will need to reach in order to breakeven.  For example, if you had $100,000 in operating expenses and 40% gross profit margins, you would need to sell $250,000 in order to generate $100,000 in gross profit and reach breakeven. 

How much money does it take to start an ecommerce business?

Starting an ecommerce business can be one of the lowest startup cost businesses to launch.  If you are looking to start small, you can start by purchasing some inventory, sending it to Amazon and using their Fulfillment By Amazon (FBA) program and they will list the items on Amazon, store the items for you, and if the item sells, they will ship it to customers and handle all returns as well.  If you don’t want to sell on Amazon, you can set up a simple Shopify store and list your items for sale and begin selling for less than $1,000 if you are able to do the Shopify work yourself.  

How much revenue do ecommerce startups make?

We completed a study where we pulled revenue data from 99 Direct to Consumer (DTC) Product businesses that were all primarily selling via ecommerce and we found that the average ecommerce startup that was less than 2 years old generated $934,000 per year. Read Direct to Consumer (D2C) Product Startup Revenue Stats: A Study of 99 D2C Product Startups [2022] for more ecommerce revenue stats.

How much revenue per employee should an ecommerce business have?

Our ecommerce revenue study also found that the average DTC Product business generated $558,000 in annual revenue per employee.