INDUSTRY · ECOMMERCE & DTC

Operational finance for DTC brands.

Fractional CFO and exit-prep for $5M–$150M DTC and Shopify Plus brands selling across DTC, retail and marketplaces. Putra & Co was built inside the DTC industry — 50+ engagements, from Shopify Plus scale-ups to retail-omnichannel transitions to sell-side exits. The original practice, still the deepest bench.

01 / What matters here

The work that actually moves the P&L.

Sector-specific. Every ecommerce & dtc engagement is built around these levers, not a generic CFO playbook.

01

Cash flow for inventory businesses

Working capital runs the show. We model purchase-order cycles, freight, customs, returns reserve as one cash engine.

02

SKU & channel profitability

Real margin by SKU, by channel, by promotion. Not the Shopify "profit" tab.

03

CAC, LTV and payback

The unit economics that determine when to spend, when to hold, when to raise.

04

Returns reserve & landed cost

Two of the most-mis-modeled lines in DTC finance. We get them right.

05

Retail & omnichannel expansion

Wholesale, retail, marketplaces. Different unit economics, different working capital, modeled separately.

06

Exit prep for consumer brands

12–24 months out, the financial story that strategic acquirers and PE actually buy.

02 / Capabilities engaged

What we braid into eCommerce engagements.

All practices
03 / The bench for eCommerce

Partners with operating experience in this sector.

We don't sell what we haven't run. Every engagement led by a partner who has been inside the function.

04 / Field notes from this sector

Insights from eCommerce.

All insights
05 / Common questions

FAQ.

What size DTC brands does Putra & Co serve?

$5–$150M in revenue is the typical range. Below or above, we can refer.

Who leads the eCommerce practice at Putra & Co?

Matt Putra, founder. Two decades operating consumer brands across DTC, retail and omnichannel.

Does Putra & Co work with subscription / membership models?

Yes — most consumer brands today have a subscription component. We model it as a separate revenue stream with its own unit economics.

What about Amazon-first brands?

Amazon-only and Amazon-primary brands are part of the practice. Different working-capital profile from Shopify-first DTC.

Can Putra & Co help us prepare to sell?

Exit prep is one of the most common engagements in this practice. 12–24 months of work before the sale process starts.

Start a conversation

Talk to the partner who runs eCommerce.