Fractional CFO Services for E-commerce & DTC Brands

Strategic financial leadership to protect gross margin, optimize inventory-driven cash flow, and scale marketing profitably in a hyper-competitive market.

Bennett Financials supports founders and leadership teams by turning fragmented platform data (Shopify, Amazon, marketplaces, 3PLs) into reliable financial insight—so your brand can scale with control, not chaos.

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See the companies we’ve served.

Building Your Roadmap

Financial Strategy Built for Inventory, COGS, and Customer Economics

E-commerce brands can grow revenue quickly while quietly losing cash. The biggest profit and liquidity drivers are rarely obvious in standard financials: landed COGS accuracy, inventory valuation, cash conversion timing, and LTV/CAC clarity. If those inputs are wrong, teams misprice products, overspend on ads, overbuy inventory, and underestimate working capital needs.

We help e-commerce and DTC brands build a CFO-level financial operating model that connects inventory planning, margin integrity, and marketing efficiency. The goal is simple: reliable metrics, predictable cash flow, and decisions that compound enterprise value—not just top-line growth.

Where E-commerce Brands Lose Money (and How We Create Control)

Most margin erosion doesn’t come from one obvious mistake—it comes from small, compounding leaks hidden across operations.

We help leadership surface and correct issues such as incomplete landed cost capture, excess discounting, rising fulfillment and return costs, channel mix distortion, and marketing spend misaligned with true contribution margin. By rebuilding reporting around cash flow, margin integrity, and inventory risk, brands regain financial control as they scale.

How We Support E-commerce & DTC Leadership

We act as a strategic finance partner, helping leadership teams operate with clarity across margin, inventory, and customer economics—so growth decisions are grounded in reality, not platform dashboards.

We establish accurate landed COGS so gross margin reflects reality—not estimates. This creates a reliable foundation for pricing, discounting, and channel decisions.

We connect inventory purchasing to cash flow forecasting—aligning reorder timing, payment terms, and capital availability to reduce cash strain and inventory risk.

We build disciplined LTV/CAC analysis using cohorts and contribution margin so marketing investment decisions are based on profit, not vanity metrics.

We translate multi-channel complexity into leadership reporting that drives action—gross margin, days inventory outstanding, cash conversion cycle, fulfillment cost per order, and net contribution by channel.

A CFO Framework Focused on Profitable Growth

Our work strengthens the financial engine behind the brand—so scale is supported by margin discipline and cash predictability.

Core Areas of Impact

  • Accurate landed COGS and margin protection

  • Inventory risk control and valuation clarity

  • Cash flow forecasting tied to reorder cycles

  • Marketing efficiency through true LTV/CAC analysis

  • Channel profitability visibility across platforms

Outcome-Oriented Perspective
When inventory, margin, and marketing economics are aligned, brands stop scaling blind. Better inputs lead to better decisions—pricing holds, discounting becomes intentional, inventory buys match demand, and growth compounds profitably.

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“With Arron's leadership, we grew from zero to $300K MRR. His skills in finance and strategy have been invaluable. Aaron is more than a fractional CFO; he’s a dedicated partner who safeguards our brand and supports our growth.”

Taylor Hersom

Eden Data, Chairman

Frequently Asked Questions

A Fractional CFO provides strategic financial leadership focused on the unique economics of e-commerce—inventory-driven cash flow, landed COGS accuracy, and customer acquisition profitability. Rather than producing historical reports, a CFO helps leadership make forward-looking decisions around pricing, inventory purchases, marketing spend, and growth strategy.

Landed COGS includes all costs required to bring a product to sellable condition—product cost, freight, duties, tariffs, and sometimes warehousing or fulfillment. If landed COGS is understated, gross margin appears higher than reality, leading brands to overspend on ads, underprice products, and misjudge cash requirements for reorders.

A Fractional CFO connects inventory planning to cash flow forecasting. This ensures reorder quantities, timing, and supplier payment terms align with available capital—reducing overstock, preventing stockouts, and avoiding cash crunches during high-growth periods.

LTV (Lifetime Value) measures the total profit a customer generates over time, while CAC (Customer Acquisition Cost) reflects what it costs to acquire that customer. A reliable LTV/CAC model helps brands determine which marketing channels can scale profitably and which are eroding margin despite strong revenue growth.

Cash flow improves when inventory purchases, marketing spend, and operating costs are planned together. A Fractional CFO builds rolling cash flow forecasts tied to reorder cycles and contribution margin, helping brands anticipate funding needs and avoid reactive decisions driven by short-term cash pressure.

Yes. Multi-channel selling adds complexity due to varying fees, advertising costs, payment timing, and fulfillment structures. A Fractional CFO helps consolidate data across platforms like Amazon, Shopify, and marketplaces to show true net profitability by channel—beyond what platform dashboards report.

Brands typically benefit from a Fractional CFO when revenue growth begins to strain cash flow, inventory decisions feel risky, or marketing spend lacks clear profitability insight. This often occurs during rapid scaling, channel expansion, or when leadership needs more confidence in financial decisions that impact long-term brand value.

Case Studies

“He’s more than just a CFO—he brings creative ideas, deep experience, and valuable insights from different industries that have transformed our business.”

Daniel Passarelli

Co-Founder, RHFL

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