15-Year B2B eCommerce Business | Pre-Owned Food Service Equipment | $6,000 AOV | 70% Gross Profit Margin | 70% Website, 30% eBay Sales

Deal Pipe® presents a highly profitable and long-standing eCommerce business specializing in the resale of used food service equipment. With 15 years of operational history and a reputation for reliability in a fragmented, high-demand market, this company serves a wide range of customers, from restaurants and bakeries to food manufacturers, churches, and commercial kitchens. Its core value proposition lies in offering high-quality, pre-owned equipment at competitive prices—supported by a custom-built technology stack that ensures operational efficiency and strong organic visibility.

Business Model

Founded in 2010 and still operated by its original owner, this company has been built on a lean, efficient model with very little overhead. The operation is powered by a proprietary eCommerce platform coded in PHP Symfony that integrates directly with eBay via API, eliminating the need to rely on third-party marketplaces as the sole revenue driver. The website has been carefully indexed over time to rank strongly on Google, generating approximately 4,000 organic visitors per month without the need for aggressive ad spend. Inventory is typically kept low—around 50 high-ticket items valued at approximately $100,000—and turns over two to three times annually.

Sales are handled through both the standalone website and eBay, with 70% of revenue derived from organic search and Google Ads and the remaining 30% from eBay traffic. The average order value ranges from $5,000 to $7,000, with a robust 70% gross profit margin. Remarkably, customer acquisition costs remain highly competitive at just $100 to $200, and monthly ad spend rarely exceeds $1,000. The current owner manages all operations solo during standard weekday hours, from sourcing and listings to freight shipping and customer service. Products are primarily shipped from a 2,500 sq. ft. warehouse or directly from their point of origin, depending on the item.

Digital Marketing & Traffic

The business benefits from a strong SEO foundation that continues to deliver results. Hundreds of previously sold products remain indexed in search engines, driving consistent traffic even when out of stock. Paid traffic is limited to a modest and efficient Google Ads strategy, focused primarily on high-intent keywords and Shopping campaigns. Email marketing was previously used but has been dormant in recent years—presenting a clear opportunity for reactivation. Social media has never been part of the marketing mix, nor has content marketing or influencer partnerships.

Operations

Operationally, the business is as simple as it is effective. There are no supplier contracts, customer obligations, or logistical complexities. Equipment is sourced from public auctions—often government-run—and processed for resale in-house. Orders are prepared for freight shipment using pallets, framing, and industrial wrapping. At its peak, the business operated out of three warehouses and employed nine contractors; today it runs leaner, but the infrastructure is already in place to expand under new ownership. The model is transactional rather than relationship-based—similar to the used car market—where buyers seek a specific item and make a one-time purchase. As such, repeat customer rates are under 10%, and marketing strategies are designed for new customer acquisition rather than LTV optimization.

Growth Opportunities

This business is primed for growth. The current website and inventory system can handle higher SKU volume with no major redevelopment needed. A buyer could reintroduce consignment sales, expand the product catalog to include accessory items or consumables, or implement warranty/service plans to improve margins and retention. Email marketing, blog content, and social media remain untapped channels. Additionally, new tax incentives for capital expenditures in the food service industry are expected to increase demand for affordable, used commercial equipment—putting this business in a strong position to capitalize.

Business Broker Takeaways

1. Strategic Growth Potential. The business’s scalable eCommerce platform, strong SEO infrastructure, and lean operations create an ideal foundation for growth through additional inventory, marketing expansion, or category diversification.

2. Efficient & Flexible Operations. Run by a single owner with no employees, no contracts, and minimal ad spend, the company offers low overhead and high margin—perfect for buyers seeking operational simplicity or bolt-on synergy.

3. Dominant Niche Positioning. In a fragmented market with limited direct competition, this company serves a wide array of institutional and commercial buyers. Its ownership of the sales channel and search visibility provides a durable competitive advantage.

With its proven profitability, scalable platform, and strong foothold in a growing market, this business presents a compelling acquisition opportunity for strategic buyers or entrepreneurs seeking a capital-efficient, recession-resistant asset with room to expand.

This B2B eCommerce Brand is Represented by:

Deal Pipe.com

Technology, Internet & eCommerce Business Brokers

WC 3765