Multi-channel sellers
Selling on two or more platforms means several payout formats, fee structures and VAT positions feeding one set of books.
Every channel in one ledger- Margin compared by channel
- One VAT return across all sales
Who we help
eCommerce Accountants for UK Online Sellers
We are an eCommerce accountant for businesses that sell online: on marketplaces, on their own store, or both. Whichever platforms you use, we reconcile every payout, keep your VAT right and show you what you actually make on each channel.
Book a discovery call 
- Led by an ICAEW chartered accountant
- 100% UK based, no outsourcing
- Xero or QuickBooks included
In short
eCounts is a UK accountant for eCommerce sellers on Amazon, Shopify, eBay, Etsy, WooCommerce and TikTok Shop. We work with sole traders and limited companies, from single-platform sellers to multi-channel brands that import their stock. Choose your platform below to see how we handle its payouts, fees and tax questions.
Works with the platforms and software you already use
Trademarks belong to their owners. eCounts is independent and not endorsed by these platforms.
Accountant for eCommerce
What an eCommerce accountant does differently
Choosing an accountant for eCommerce comes down to one thing: whether they understand how platform money works. A general accountant sees a bank deposit from Amazon or Shopify and books it as sales. That deposit is a net figure: sales, less fees, refunds, advertising and sometimes VAT. Treat it as turnover and your sales, costs and VAT can all be wrong at once.
We start from the platform's own settlement and payout data, split it properly, and match it to the bank. That is what our multi-platform reconciliation does, using A2X for Amazon, Shopify, eBay and Etsy. On top of that sit the things online sellers actually need: VAT returns and MTD, import duty and landed costs, cost of goods sold tracked by product, and management accounts that show margin by channel.
By platform
eCommerce accountants for your platform
Each platform pays you differently and causes different tax questions. Start with the one you sell on most.
- Amazon accountants
Settlement reports, FBA fees, reimbursements and Amazon's VAT rules, reconciled into your books. - Shopify accountantsShopify Payments, PayPal, Klarna and Clearpay payouts matched to orders, with stock and margin by product.
- eBay accountantsHMRC platform reporting, the trading allowance, managed payments and the VAT margin scheme for used goods.
- Etsy accountantsMTD for Income Tax quarterly updates for sole traders, Etsy fees and costing handmade products properly.
- TikTok Shop accountantsSettlements split into commission, creator affiliate fees and shipping, with VAT on creator fees handled properly.
Other channels
WooCommerce sellers
We work with WooCommerce sellers too. WooCommerce does not have its own page here yet, but the accounting problem is the same: payments that arrive net of fees and refunds, and need splitting before they mean anything. TikTok Shop sellers have their own page: TikTok Shop accountants.
A2X is not our route for WooCommerce, so we connect it through a suitable integration and reconcile the payment processors behind it, such as Stripe and PayPal. If it is your main channel, tell us how you sell and we will explain how we would set it up.
Beyond the platform
The sellers we are built for
Most of our work is not about one platform. It is about what happens when a business grows past the simple set-up.
Importers
If you buy stock from overseas, duty, import VAT and freight belong in your product cost, not hidden in overheads.
- Landed cost per product
- Import VAT and postponed accounting
- Duty checked before you order
Growing sole traders
Sellers approaching MTD for Income Tax, the VAT threshold, or the question of whether to form a limited company.
- MTD-compatible software
- VAT threshold monitoring
- Sole trader or company modelled
Honest fit
Who we are right for, and who we are not
We are a specialist firm with fixed monthly fees. That suits some sellers very well and others not at all, and we would rather say so up front.
Usually a good fit
Trading businesses selling online as their main activity- Sellers on more than one platform or payment processor
- Businesses that import stock or hold meaningful inventory
- Sellers who are VAT-registered or close to the threshold
- Owners who want monthly numbers, not just year-end accounts
Probably not the right fit
- Occasional sellers clearing out personal items
- Hobby sellers inside the £1,000 trading allowance
- Anyone wanting a one-off tax return only
- Businesses where online sales are a small side line
Example dashboards
See your business the way we will
Whichever platforms you sell on, they end up in one set of numbers: margin by channel and product, cash and VAT.
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.
Example figures for illustration. Your dashboards are built from your own reconciled data. See it with your numbers.
Pricing
Fixed monthly fees for eCommerce sellers
Each plan includes everything below it, with Xero or QuickBooks in the fee. Sole traders start on Compliance. Single-platform sellers usually fit Basic and multi-channel sellers usually fit Growth.
Compliance
£250/mo
Sole trader. £590/mo ltd company.
Basic
£350/mo
Single platform, up to 500 orders.
- Usual fit
Growth
£700/mo
Multi-platform.
Scale
£2,500+/mo
Seven-figure operations.
Fractional FD
£4,500+/mo
Everything included.
Not sure which plan or page fits you?
Tell us where you sell, roughly what you turn over and whether you import. We will tell you plainly what you need.
What is an eCommerce accountant? 
An eCommerce accountant is an accountant who specialises in businesses that sell online. The difference is working from platform settlement and payout data, so sales, fees, refunds and VAT are recorded correctly rather than taken from net bank deposits.
Do you work with sellers on more than one platform?
Yes, multi-channel sellers are a large part of what we do. We bring each platform and payment processor into one set of books so you can see margin by channel.
Do you work with WooCommerce and TikTok Shop sellers?
Yes. We connect them through a suitable integration for each channel rather than A2X, and reconcile the payment processors behind them. TikTok Shop sellers can read more on our TikTok Shop accountants page.
Do I need to import stock to work with you?
No, importing is not required. We have specialist import accounting for sellers who do, and work with UK-sourced and handmade sellers too.
Do you work with sole traders as well as limited companies?
Yes. Our Compliance plan is £250 a month for sole traders and £590 a month for limited companies, and every plan includes Xero or QuickBooks.