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Running an e-commerce business in the UK might look simple on the surface. It may seem like you only need a website, some products and a few online marketplaces to be in business. But things can fall apart really fast.  

One minute you’re celebrating a spike in sales, and the next, you’re knee-deep in VAT rules, reconciling Stripe payouts and trying to figure out why your profit margin doesn’t match your bank balance. 

That’s when you’ll need a proper accountant. Not just any accountant, mind you. A proper one who understands how e-commerce works. 

It’s Not Just Numbers, It’s Knowing What to Do With Them 

Selling online isn’t the same as running a high street shop. Your income might come from Shopify, Amazon, Etsy or all three, and each has its own fees, timings and quirks. You might be holding stock in your spare room, using a fulfilment centre or shipping directly from abroad. Payment processors take their cut. Returns eat into your revenue. Currency conversions, ads, promos — it’s a lot to keep track of. 

An accountant who knows e-commerce can make sense of it all. They’ll help you figure out what you’re actually earning, where the money’s going and what you can do to be more tax-efficient. 

VAT’s Minefield 

Ask any e-commerce seller what they dread most, and chances are, they’ll say VAT. Whether you’re selling digital products or physical goods, within the UK or overseas, the VAT rules can get complicated fast. 

An experienced e-commerce accountant can steer you through the mess: knowing when to register, what to charge, how to handle EU sales and what to do when HMRC comes calling. They’ll help make sure you’re not overpaying, or worse, underpaying and building up a problem you’ll later regret. 

Software Isn’t a Substitute 

Sure, there’s software out there that claims to do your books for you. And yes, some of it is helpful. But software can’t give advice. It can’t tell you whether your pricing model is sustainable, or flag that your ad spend is eating into your profits. It won’t spot if you’ve forgotten to account for a major bill or if your VAT setup is wrong. 

A good accountant brings perspective. They don’t just crunch the numbers — they help you make sense of them. 

The Right Fit Matters 

Not every accountant gets e-commerce. Some focus on local shops or trades. That’s why it’s worth finding someone who’s worked with online sellers before; someone who knows the platforms, the tax rules and the practical challenges of running a business in the digital space. 

Sterling & Wells are one of the best e-commerce accountants in the UK, for both businesses selling nationally and overseas. They don’t just file your accounts, they understand how e-commerce works, and they help their clients stay compliant, profitable and one step ahead. 

It’s as simple as this. If you want someone who speaks the language of Amazon fees, Shopify margins, VAT on EU sales and HMRC returns, Sterling & Wells is the best out there.

Running an e-commerce business in the UK might look simple on the surface. It may seem like you only need a website, some products and a few online marketplaces to be in business. But things can fall apart really fast.  

One minute you’re celebrating a spike in sales, and the next, you’re knee-deep in VAT rules, reconciling Stripe payouts and trying to figure out why your profit margin doesn’t match your bank balance. 

That’s when you’ll need a proper accountant. Not just any accountant, mind you. A proper one who understands how e-commerce works. 

It’s Not Just Numbers, It’s Knowing What to Do With Them 

Selling online isn’t the same as running a high street shop. Your income might come from Shopify, Amazon, Etsy or all three, and each has its own fees, timings and quirks. You might be holding stock in your spare room, using a fulfilment centre or shipping directly from abroad. Payment processors take their cut. Returns eat into your revenue. Currency conversions, ads, promos — it’s a lot to keep track of. 

An accountant who knows e-commerce can make sense of it all. They’ll help you figure out what you’re actually earning, where the money’s going and what you can do to be more tax-efficient. 

VAT’s Minefield 

Ask any e-commerce seller what they dread most, and chances are, they’ll say VAT. Whether you’re selling digital products or physical goods, within the UK or overseas, the VAT rules can get complicated fast. 

An experienced e-commerce accountant can steer you through the mess: knowing when to register, what to charge, how to handle EU sales and what to do when HMRC comes calling. They’ll help make sure you’re not overpaying, or worse, underpaying and building up a problem you’ll later regret. 

Software Isn’t a Substitute 

Sure, there’s software out there that claims to do your books for you. And yes, some of it is helpful. But software can’t give advice. It can’t tell you whether your pricing model is sustainable, or flag that your ad spend is eating into your profits. It won’t spot if you’ve forgotten to account for a major bill or if your VAT setup is wrong. 

A good accountant brings perspective. They don’t just crunch the numbers — they help you make sense of them. 

The Right Fit Matters 

Not every accountant gets e-commerce. Some focus on local shops or trades. That’s why it’s worth finding someone who’s worked with online sellers before; someone who knows the platforms, the tax rules and the practical challenges of running a business in the digital space. 

Sterling & Wells are one of the best e-commerce accountants in the UK, for both businesses selling nationally and overseas. They don’t just file your accounts, they understand how e-commerce works, and they help their clients stay compliant, profitable and one step ahead. 

It’s as simple as this. If you want someone who speaks the language of Amazon fees, Shopify margins, VAT on EU sales and HMRC returns, Sterling & Wells is the best out there.