What keeps ecommerce & dtc owners up at night
Growth that eats cash
Every sales record needs stock paid for months earlier. Peak season can leave a profitable brand short of cash.
Hidden margin leaks
Free shipping thresholds, returns, payment fees and marketplace commissions compound quietly.
Inventory risk
Slow SKUs lock up cash and end in markdowns. SKU-level reporting fixes it.
Funding the stock build
Trade finance, inventory facilities and revenue-based finance each have a place. Your CFO compares their real cost.
The KPIs your CFO should report
| KPI | Why it matters |
|---|---|
| Contribution margin by channel | After COGS, freight, fees, returns and ads |
| Marketing efficiency ratio (MER) | Revenue ÷ total ad spend |
| Inventory days & sell-through | Cash tied up in stock |
| First-order profitability | Are you buying customers at a loss? |
| 90-day repeat rate | The real driver of LTV |
| Cash conversion cycle | Stock + debtors − creditors |
All of these appear live in CFOAvatar, your AI CFO dashboard.
Ask CFOAvatar: sample questions
Run the numbers
How CFOSurge works with you
One of our Australian CPA partners owns your relationship, leads board and investor conversations, and signs off the advice that matters.
Experienced CFOs and analysts with Big Four and Fortune 500 backgrounds build your forecasts, reporting and models, working to Australian business hours.
Connects to your accounting software and watches cash, margin, debtors and KPIs every day. It answers questions 24/7 and flags risks before month-end.
Frequently asked questions
What does an ecommerce CFO do?
Builds contribution margin reporting by channel and SKU, forecasts inventory and cash, plans peak-season funding, and tracks ad efficiency against profitability, not just revenue.
Do you work with Shopify brands?
Yes. CFOAvatar connects to your accounting software and we map Shopify, marketplace and payment data into margin reporting.
How do I fund stock for Black Friday?
Forecast the stock build 4–6 months ahead, then compare supplier terms, trade finance and inventory facilities. Arrange the facility before you need it.
Is my ad spend profitable?
Check first-order contribution after ad cost and 90-day repeat rate. Revenue-based ROAS alone hides losses.