Every SKU
Duty, freight and import VAT allocated to each product, so COGS reflects what stock actually cost to get into the warehouse.
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Duties allocated automatically - Freight split across products
- True COGS at SKU level
Experts Behind Your Add To Carts
Landed costs, import VAT and multi-platform reconciliation, handled properly. Led by an ICAEW chartered accountant and built for online sellers, whether you import stock or not.
Why It Matters
Know Your Real Margin, On Every Channel.
Duty, import VAT, freight and platform fees turn an apparent margin into a loss more often than most sellers realise. We show you what every sale actually made.
Every Payout
Marketplace settlements matched to your bank line by line, with fees, refunds and reserves itemised rather than netted off.
- Match settlements to orders
- Account for fees and refunds
- Flag discrepancies instantly
Daily, Not Quarterly
Dashboards update every morning from your platforms and Xero, so a margin problem shows up in days rather than at year end.
- Sales data synced every morning
- Margin by channel and SKU
- Problems spotted in days
VAT & PVA Handled
Postponed VAT Accounting set up and declared on each return, so import VAT never ties up cash at the border.
- PVA statements checked monthly
- VAT returns filed under MTD
- Import VAT claimed once
Why It Matters
Know What Stock Costs Before You Price It
We bring the full landed cost into view before you commit to a price, not three months later when the accounts are done.
Book a Demo
Every Sales Channel Connected
Bring your marketplaces, payment processors and accounting software together for a clearer view of how your business performs across every channel.
Know Your True Margins
See what each product earns after stock costs, freight, duty and platform fees, with costs allocated to the products they belong to.
Every Payout Accounted For
Match marketplace payments to your bank, with fees, refunds and reserves clearly itemised so you can see how each payout adds up.
Import VAT Handled Properly
Get support with import VAT and Postponed VAT Accounting, with setup and reporting handled alongside your wider accounts.
Monthly Reports Made Clear
Understand what changed and why. Your accountant traces movements in margin back to the products, shipments and fees behind them.
Advice You Can Act On
Turn your figures into practical next steps through quarterly strategy calls, with specific recommendations on products and sales channels backed by the numbers.
Monthly Management Report
Answers, Not Spreadsheets
Every month your chartered accountant writes up what moved and why. A change in margin is traced back to the SKU, shipment or fee that caused it, with the figures right beside the explanation. Questions get answered on the call, because the evidence is already on the page.
Financial Reporting
A monthly report with profit and margin by channel and by SKU, cost of goods sold built on true landed costs, and a written note on what changed and why.
Tax Planning
VAT returns filed under Making Tax Digital, import VAT handled through postponed VAT accounting, and director salary planned alongside dividends and corporation tax, because the same team keeps your books.
Bookkeeping
Every sale, fee, refund and payout from Amazon, Shopify, eBay and Etsy reconciled into Xero or QuickBooks each month, so the numbers in your report match what reached the bank.
What you see every month
Dashboards Built For Online Sellers
Profit by channel and by SKU, a rolling cash forecast and a VAT return you can trace back to every shipment. Click through the examples below.
eCounts client dashboard Sample data
Channel P&L
1 to 31 August 2026 · margin after landed COGS
Revenue
£97,500
▲ 5.9% on July
Landed COGS
£60,110
incl. freight & duty
Gross margin
38.3%
£37,390 gross profit
Channels
5
reconciled to payouts
- Shopify
- Amazon FBA
- eBay
- Etsy
- TikTok Shop
| Channel | Revenue | Gross profit | Margin |
|---|---|---|---|
| Shopify | £38,420 | £17,290 | 45.0% |
| Amazon FBA | £28,140 | £8,720 | 31.0% |
| eBay | £15,610 | £5,310 | 34.0% |
| Etsy | £9,170 | £3,760 | 41.0% |
| TikTok Shop | £6,160 | £2,310 | 37.5% |
SKU profitability
August 2026 · per unit, net of VAT
Yoga mat 6mm on Amazon FBA is now at 7.0% margin. Landed cost rose £1.11 a unit after the July shipment's freight increase. Same product on Shopify: 30.7%.
| Product | Channel | Units | Price | Landed cost | Fees & ads | Profit / unit | Margin |
|---|---|---|---|---|---|---|---|
| Yoga mat 6mmYM-6MM-PUR | Amazon FBA | 640 | £20.83 | £11.95 | £7.42 | £1.46 | 7.0% |
| Yoga mat 6mmYM-6MM-PUR | Shopify | 410 | £23.33 | £11.95 | £4.22 | £7.16 | 30.7% |
| Cork block, pairCB-CORK-2 | Shopify | 520 | £12.49 | £3.20 | £2.95 | £6.34 | 50.8% |
| Resistance bands, set of 5RB-SET-5 | Amazon FBA | 880 | £16.66 | £4.10 | £6.38 | £6.18 | 37.1% |
| Foam roller 45cmFR-45 | eBay | 300 | £20.83 | £7.80 | £6.10 | £6.93 | 33.3% |
| Meditation cushionMC-BUCK | Etsy | 190 | £29.16 | £9.40 | £5.20 | £14.56 | 49.9% |
| Water bottle 750mlWB-750 | TikTok Shop | 410 | £12.49 | £4.60 | £2.90 | £4.99 | 40.0% |
Margin bands: under 15% red, 15 to 30% amber, over 30% green.
13-week cash flow forecast
From w/c 7 September 2026
Cash today
£32,200
Lowest point
£18,400
w/c 5 Oct
Cash buffer
£15,000
£3,400 headroom at the low
End of forecast
£89,100
after Q4 stock is paid
VAT return & imports
Quarter June to August 2026 · Making Tax Digital
Box 1 · VAT due
£66,100
incl. £14,860 PVA
Box 4 · reclaimed
£24,590
incl. £14,860 PVA
Box 5 · to pay
£41,510
Box 6 · sales
£275,500
Box 7 · purchases
£118,400
| Shipment | Arrived | Customs value | Duty | Import VAT (PVA) | Checked |
|---|---|---|---|---|---|
| SHP-0612 | 12 Jun | £22,400 | £896 | £4,790 |  PVA statement |
| SHP-0718 | 18 Jul | £24,800 | £992 | £5,300 | PVA statement |
| SHP-0822 | 22 Aug | £22,300 | £892 | £4,770 | PVA statement |
| Quarter total | £69,500 | £2,780 | £14,860 | ||
Postponed import VAT appears in Box 1 and Box 4, so for a fully taxable business it nets to nil. Duty is a cost and goes into landed cost.
See it with your numbers 
Example figures for illustration. Your dashboards are built from your own reconciled data.
How it works
Your Journey With eCounts
Getting started is simple. We handle the heavy lifting so you can get on with selling, and switching from your current accountant is part of it.
Book a Demo -
Book A Discovery Call
A free, no-obligation conversation about your business, your platforms and what you actually need.
Book your call -
We Connect To Your Platforms
We link your sales channels, payment processors and accounting software into one automated system.
How we connect your channels
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We Review Your Finances
We go through your data, clean up anything historical, and set up your reporting properly.
What the handover involves -
Dashboards Go Live
You get margins, profitability and cash flow across every channel, plus forecasts to plan against.
See example dashboards -
Ongoing Compliance
VAT, payroll, management accounts and proactive tax advice, handled from then on.
VAT, payroll and tax
Cash Flow & Forecasting
Plan Your Growth With Cash Flow Confidence.
Strong sales don’t always mean cash in the bank. We build cash flow forecasts that help you prepare for upcoming costs and understand what your business can afford before you commit.
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Prepare For Stock Orders And Supplier Payments - See The Impact Of Planned Spending.
- Spot Potential Cash Shortfalls Early.
Flexible Pricing
Flexible pricing designed to grow seamlessly alongside your business needs.
All packages run on rolling monthly agreements. Each tier includes everything in the tiers before it.
Compare Plans
Each tier replaces the last, so you only ever pay one monthly fee. No hidden costs, no surprise invoices, and advice included as standard.
Key facts for UK online sellers
UK eCommerce In Numbers
The figures that shape how online sellers are taxed and reported in 2026, each with its date and official source.
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28.8% of all retail sales in Great Britain were made online in August 2026, up from 28.4% in July.
August 2026. Source: ONS, Retail sales, Great Britain: August 2026
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£90,000 is the UK VAT registration threshold, tested on taxable turnover over any rolling 12 months.
2026/27, unchanged since 1 April 2024. Source: GOV.UK, Register for VAT
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£50,000 of qualifying income in 2024/25 brings sole traders and landlords into Making Tax Digital for Income Tax from 6 April 2026.
In force from 6 April 2026. Source: GOV.UK, Find out if and when you need to use MTD for Income Tax
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30 sales or about £1,700 (€2,000) in a calendar year is the point at which online platforms must report a seller's details and income to HMRC.
2026, rules in force since January 2025. Source: GOV.UK, Reporting rules for digital platforms
Figures checked 9 October 2026. Rates and thresholds change, so check the source before relying on them.
Coming up
Changes Online Sellers Should Plan For
The rule changes already announced for 2027 to 2031, with the official source for each.
See the full timeline -
MTD for Income Tax threshold falls to £30,000
Sole traders and landlords with qualifying income over £30,000 in 2025/26 must keep digital records and send quarterly updates. Online sellers should check their gross sales, not profit, against the threshold.
Source: GOV.UK, Find out if and when you need to use MTD for Income Tax
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Penalty points for late MTD quarterly updates begin
From the 2027/28 tax year, each late quarterly update earns a penalty point, and four points means a £200 penalty. 2026/27 is the year to get the routine right.
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Benefits in kind must go through payroll
Company cars, car fuel, vans, van fuel and employer-provided medical benefits must be reported in real time through payroll, replacing P11D forms for those benefits. Most remaining benefits follow from April 2028.
Source: GOV.UK, Changes to reporting of benefits in kind from April 2027
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Small companies must file a profit and loss account
Companies House plans to require small and micro companies to file a profit and loss account (with an option to keep it off the public register) and to file accounts through software only.
Source: GOV.UK, Companies House to bring in changes to accounts filing from April 2028
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MTD for Income Tax threshold falls to £20,000
The threshold drops again, based on 2026/27 income, bringing many smaller Etsy, eBay and side-business sellers into quarterly digital reporting.
Source: GOV.UK, Find out if and when you need to use MTD for Income Tax
Frequently Asked Questions
Everything you need to know about eCounts and modern business growth.
Need more assistance? Contact us What is an eCommerce accountant?
An eCommerce accountant is an accountant who specialises in online businesses that sell through platforms such as Amazon, Shopify, eBay, Etsy and TikTok Shop. Specialist eCommerce accountants work from each platform's settlement data, so your sales, fees, refunds, stock and VAT are recorded correctly rather than taken from net bank deposits.
What does an Amazon accountant do?
An Amazon accountant reconciles each Amazon settlement into sales, fees, refunds and advertising, values stock held in FBA warehouses, and handles VAT and Corporation Tax or Self Assessment. See our Amazon accountants page for the detail.
Can HMRC see my Amazon, eBay or Etsy sales?
Yes, in most cases. Since January 2025, online platforms report sellers to HMRC once they make 30 or more sales or receive about £1,700 (€2,000) in a calendar year, under the digital platform reporting rules (GOV.UK). That does not mean tax is owed, but your tax return should match what was reported.
Do I have to pay tax if I sell on Shopify or other platforms?
If you are trading, yes. Income from selling online is taxable once it goes over the £1,000 trading allowance, through Self Assessment for sole traders or Corporation Tax for a limited company. VAT applies once taxable turnover goes over £90,000 in any rolling 12 months.
Can I use an online accountant if I am a sole trader?
Yes. We work with sole traders and limited companies across the UK, entirely online, with cloud accounting software such as Xero or QuickBooks included in the fee. Sole trader compliance starts at £250 a month.
What is eCommerce accounting, and why do I need a specialist?
eCommerce accounting covers the bookkeeping, tax compliance and financial reporting of a business selling through marketplaces like Amazon, Shopify, eBay and Etsy. It differs from traditional accounting because of multi-platform sales, marketplace fee structures, inventory, and payment settlement cycles that rarely match your bank deposits. A specialist understands those mechanics and can reconcile your finances accurately across every channel.
How much does it cost?
Compliance packages start at £250/month for sole traders and £590/month for limited companies. eCommerce Accounting starts at £350/month and includes all compliance services, so you never pay for two packages at once. Every price is fixed and monthly. Full pricing here.
Which platforms do you integrate with?
Shopify, Amazon (FBA and FBM), eBay, Etsy, WooCommerce and TikTok Shop. On the payments side we reconcile Stripe, PayPal, Klarna, Clearpay, Shopify Payments and Square. Amazon, Shopify, eBay and Etsy feed through A2X; the others connect through whichever integration suits that channel. It all lands in Xero or QuickBooks.
Is it easy to switch from my current accountant?
Yes, and we handle it. Give us your current accountant's details and we'll take care of professional clearance, notify HMRC and transfer your records. Most switches complete in two to three weeks with no gap in your compliance.
Do I need to import goods to work with you?
No. Import duty and landed costs are a specialism of ours, but we work with UK online sellers whether they import or not. Bookkeeping, VAT, payroll and management accounts apply to any eCommerce business.
How is this different from a traditional accountant?
Traditional accountants typically report quarterly or annually, often weeks after the numbers would have been useful. We give you real-time dashboards showing margins, profitability and cash flow by platform, updated daily, and we handle the reconciliation of marketplace fees, refunds and settlements that generalist accountants routinely get wrong.
What accounting software do you use?
Xero or QuickBooks, and the subscription is included in your fee. If you're starting fresh we set it up and configure it during onboarding. If you're already on one of them, we connect your platforms and clean up anything historical.
Is there a minimum contract?
No. All packages run on rolling monthly agreements. Our fixed fee means no surprise invoices for advice or ad hoc questions.
I'm a sole trader — does Making Tax Digital affect me?
Yes. Since April 2026, MTD for Income Tax has applied to sole traders and landlords earning over £50,000, with the threshold dropping to £30,000 in 2027 and £20,000 in 2028. You need MTD-compatible software and must submit quarterly updates to HMRC. We handle the setup and the ongoing submissions, and can advise whether incorporating would suit you better.
