The M&A Advisory Firm

for eCommerce-led Consumer Brands

A wall street-grade M&A process built specifically for eCommerce-led consumer brands.

15x More Buyers

Match with all relevant strategics, PE firms, family offices, search funds and aggregators actively acquiring brands matching your category, channel, and size criteria.

30% Higher Offers

When selling through a competitive auction process.

< 60 Day Offers

60 days vs 4 months to receive a list of initial offers.

Seller Friendly Commercials

Single upfront fee and a success fee % ensuring we are aligned to maximizing your valuation.

Why Our Clients Select Us

01
Expert Wall Street Guidance

Our team brings true Wall Street expertise to the lower middle market – something few M&A firms can offer. Our Co-Founder and Partner, Emmett Kilduff previously worked at leading firms such as Morgan Stanley and has successfully completed >$20 billion transactional value since 2000.

02
Data-Driven Valuation Insights

We host the leading bi-annual valuation webinar series and publish a detailed follow-up valuation report dedicated exclusively for both eCommerce focused brands and agencies.

03
Superior Acquiror Relationships​

Our niche focus allows us to develop strong relationships with acquirors within each of our sectors to best serve our clients. Examples include our in person conferences dedicated to acquirors and a unique WhatsApp group that connects engaged and active buyers in each sector.

04
Our 7-Step Exit Process

Our 7-step exit process is designed to maximize your companies valuation while allowing you time and energy to focus on continued business growth while we do the heavy lift of al transactional services. This includes materials building, target list creation, marketing and transactional preparation.

05
Our Focus On "Exit Ready"

Early preparation is often underestimated in M&A, yet it is critical to achieving maximum valuation. Through our ‘Flirt, Date, Marry’ approach to buyer relationships and our industry-leading due diligence process, we work with brands 6–24 months ahead of exit. This ensures they are positioned for the strongest possible outcome.

06
We Are Experienced Operators

Our strength lies in combining deep sector expertise with real operational experience. Managing Partner Paul Hanley previously led eCommerce at WaterWipes, the world’s largest online baby wipe brand, and served as Commercial Lead at a top EU digital agency. This hands-on background, paired with our M&A expertise, enables us to maximize value for clients.

Successful Transactions

UK-Based House of eCommerce Brands Acquired by Strategic

Barrel Holdings strategic acquisition of Amazon agency, AO2 Management

US-Based Omnichannel Brand Jayflex Fitness Sells To Strategic

US-Based Belive Supplements Acquired by German PE-Firm

Maximize Your Value Through Our 8-Step Exit Process

01. Deal Preparation

When you are ready to formally begin the exit process we will prepare a deal teaser, virtual dataroom and a 50+ page confidential information memorandum (CIM).

02. Deal Marketing

Once all deal materials are finalized, we will being marketing to all relevant targets. We pride ourselves on having strong relationships with acquirors and can market your deal to senior decision makers.

03. LOI Negotiations

As targets start issuing LOIs, we help you compare terms on a like-for-like basis. We help you negotiate and select the most preferential terms for your business.

04. Due Diligence

We will partner with you throughout the entire due diligence process ensuring you are prepared to accommodate any additional materials and information.

05. Documentation

Together with your legal advisors we will help you with the signing of all key documentation.

06. Closing

Once documentation has been signed we ensure payments are processed in an agreed timely fashion.

07. Post Completion

Post completion we remain in communication to ensure any deferred or earnout component are being acted on as agreed.

Ready To Start?

Crafting stunning interactive sites for joyful trips online.

Valuation Webinars

Brand Valuations Webinar

In our upcoming H1 2026 eCommerce valuation webinar we will discuss historic, current and future valuation trends and macro factors impacting eCommerce valuation trends. Our Co-Founder & host Emmett Kilduff will be joined by an expert panel of eCommerce leaders.

Client Testimonials

Ethan-Abbott1
“The Fortia Group’s expertise, experience, and attention to detail helped me prepare my business, go-to-market and secure an offer that far exceeded my expectations. I would highly recommend this firm to any entrepreneur looking to exit in the coming year.“
Ethan Abbott
JayFlex, CEO
“In my inexperienced position, I signed a contract with a bad broker that did not respect my wishes. When I met with The Fortia Group, I was immediately impressed by their professionalism and integrity and decided to give them the mandate for the exit."
Belive, Founder
SimonBurghardt
“When you have a legal issue, you hire a lawyer, when you have a tax issue, you hire a tax consultant. It is crazy to us, that sellers are going into 7 to 8-figure exit negotiations up against transaction-experienced buyers without help. Having Fortia in our corner gave us supreme confidence at all times to get the best deal possible.”
Simon Burghardt
Flipline, Co-Founder
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”I’ve worked with Emmett and his colleagues at Fortia for over the last six months. He's extremely knowledgeable of the e-comm space, in particular the world of AMZ and DTC aggregators. Further, he's a pleasure to partner with and delivers a high level of execution."
Arnau Servat
Berlin Brands Group, Head of Sales
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“The team at Fortia Group always holds themselves to the highest standard when circulating a prospectus for brands and sellers looking for the perfect acquiring partner. The team makes the process of discovering and reviewing brands extremely simple and frictionless. They conduct diligent research and only solicit brands that fit our detailed criteria. Without their assistance our corporate development team would not be able to review the same number of interesting brands. 10/10”
Sebastien Stanley-Jones
Accel Club, Global Director
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"It was very important to clearly understand, frame and validate our different positioning and value proposition right from the start in order to make sure we can enter into a successful seed investment round. I have found in Fortia the perfect partner in this process and decided together to seal this for the future with Fortia as founding partner in Brandslandia."
Mihnea Stere
Brandslandia, CEO
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“Reliability, clarity, and efficiency mean everything for sellers and acquirers throughout the transaction process. That’s the experience that Emmett and his team at The Fortia Group deliver. Whether it’s helping entrepreneurs get the exit they deserve or convening ecommerce leaders for marquee events, The Fortia Group is pushing our industry forward.”
Jen Kruk
Forum Brands, Head of M&A
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"Working with Fortia over the past couple of years has been great, they are the best advisors I have worked with in the ecommerce space - they are professional, have developed strong relationships on the sell-side with successful brands, and have a deep network on the buy-side fostered through networking events, dinners, surveys, and webinars."
Nish Udayakumar
VP Investments & Head of Business Development, Olsam
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"The Fortia Group understands very well the nuances and complexities of e-commerce. E-Commerce is easy on PowerPoint slides, but you need an i-Banker that can guide exists for e-commerce Sellers and e-commerce Aggregators. Fortia can advise from a fair valuation to structuring (Financing) complex deals. I interacted to map the aggregator space with the team. I was very impressed with their sharp intellect, a bias for action, and great sense of humor! Overall a great team!"
Joe Falcao
Thrasio, Ex-CFO & Founder
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”I’ve worked with Emmett and his colleagues at Fortia for over the last six months. He's extremely knowledgeable of the e-comm space, in particular the world of AMZ and DTC aggregators. Further, he's a pleasure to partner with and delivers a high level of execution."
Joe Risico
Chief Legal Office, Aterian
MicrosoftTeams-image-11
“The Fortia Group’s comprehensive outlook into the world of eCommerce Aggregators, as well as their team of seasoned professionals provide a smooth and efficient process. The collective knowledge and experience of the team reflects both in their ability to follow the trends of the aggregator space, and the evidence-based information they provide to their partners."
Berk Nalçacıoğlu
Robust Ventures, CEO
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“If this is your first go around with a sale of an eComm business, having an experienced advisor who is able to assist you every step of the way is crucial. The Fortia Group was able to do that and go above and beyond what was asked, no matter the situation.”
Andy Lam
Upward Baby, Founder
StevenHarris
“The Fortia Group’s experience was instrumental in getting this deal over the line. And, their expertise and constant support ensured I received the best possible deal.”
Stephen Harris
Beechmore Books, Founder

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