Financial Model "E-commerce: Online Store"

You can view the model file in PDF format through the link.

An article on building a financial model for SaaS is available on the blog.

Financial model template in Google Sheets and Excel for products operating on the 'Online Store' business model and utilizing fulfillment. Allows setting seasonality of sales in the financial forecast. Answers the question of how to start an online store from scratch and make it commercially successful.

  • Automatic calculation of required investments and break-even point.
  • Revenue and expense generation based on input data.
  • Input of all data in separate tabs.
  • Automatic calculation of P&L, Cash Flow, Balance Sheet.
  • Ability to set the dynamics of indicators.
  • Dashboard with visualization of key metrics.
  • Option to set seasonality of sales.


A financial model is a key component of a business plan that allows evaluating the real commercial potential of a new business. The financial model of a new company is a crucial tool when attracting investments for a new project. Key financial forecasts are always reflected in the pitch deck, and in the stages following the presentation, investors' specialists examine the model in detail. A well-crafted financial model for a project will enable you to calculate the company's profit, establish the correspondence between income and expenses, assess the scalability of the product, and determine the amount of necessary investments.

With our financial model template, you can answer the following questions:

  • How much money is needed to invest in the launch and development of the project?
  • What profit will the product bring?
  • When will the company break even when starting from scratch?
  • What will be the structure of expenses for the online store?
  • Which business model is more profitable for your project?
  • Which promotion channels will be most effective?


A ready-to-use and easily customizable financial model template designed specifically for online stores in Google Sheets and Excel formats. It includes the calculation of the average order value based on the assortment matrix, cost calculation for fulfillment, and the ability to take into account seasonality of sales. The model allows you to consider all expenses and understand how each item in your assortment will generate stable income within the sales framework of your online store.

You fill in the tabs with input data specific to your case (the table includes comments on filling in all cells). Based on the entered data, calculations are made for income, expenses, monthly sales, and other key indicators of the online store on a monthly basis, with forecasts of profit and loss reports, cash flow, and balance sheet. Separate sheets display data on the amount of necessary investments, the break-even point timeframe, and charts with the dynamics and structure of income and expenses.

You can view the model file in PDF format through the link.


  • Planning the dynamics of income and expenses based on input data.
  • Input of the assortment matrix on a separate tab and calculation of the average order value based on it.
  • Ability to set the seasonality of sales.
  • Cost calculation for fulfillment.
  • Calculation of customer acquisition costs, taking into account marketing expenses.
  • Automatic calculation of depreciation of fixed assets.
  • Automatic calculation of salary increases.
  • Determination of the break-even point and the amount of investment required for the launch and development of the company.
  • Visualization of key indicators through graphs.