Established B2C retailers
Profitable online retailers with strong trading history, clear category focus and loyal direct customer relationships.
→
Investing in established e-commerce brands.
We acquire and scale profitable online retailers with strong brands, loyal customers, proven demand and clear opportunities to create long-term value.
Overview
What we look for
We invest in ecommerce businesses with proven products, clear customer demand and the foundations to scale profitably across digital channels.
Conversion & growth levers
Businesses where performance marketing, CRO, merchandising and retention can unlock scalable growth.
→Brand & product strength
Defensible own-brand, specialist or curated product ranges with repeat demand and pricing power.
→Operations & fulfilment
Ecommerce platforms with reliable fulfilment, robust stock control and scope for operational improvement.
→Investment Focus
Targeting profitable online retailers with scalable digital advantage.
We seek ecommerce businesses with resilient trading performance, strong customer economics and the operational foundations to grow responsibly.
Strong customer economics
Healthy acquisition, conversion, retention and repeat-purchase dynamics supported by clear data and channel insight.
Operational scalability
Efficient fulfilment, supplier reliability, stock discipline and systems that can support profitable growth.
Defensible market position
Distinctive products, brand equity, category authority or specialist customer knowledge that competitors struggle to copy.
Digital growth opportunity
Clear upside across merchandising, paid media, SEO, email, marketplaces, CRO and customer lifetime value.
Market Opportunity
Ecommerce is established. The best operators still have room to grow.
Profitable online retailers can create value by improving acquisition efficiency, conversion, retention, stock control and customer experience.
UK online retail spend in 2025
Source: Adobe Digital InsightsYear-on-year UK online sales value growth in May 2026
Source: ONSOf surveyed online retailers reported YoY growth in H1 2025
Source: IMRGProjected global ecommerce CAGR from 2026 to 2030
Source: Statista
Ecommerce Vertical Leadership
Mark Callaghan
Chief Executive Officer - Smarter Capital
Mark has been a leader in technology and e-commerce for over 20 years, starting his career at Hewlett Packard, and later going on to grow a successful international e-commerce business in the FMCG sector from start-up to £25M annual revenue.
Connect with Mark
Let's build what's next.
We are always looking for profitable, established direct-to-consumer ecommerce businesses to partner with. Get in touch to start a conversation.