Managing Cash Flow for eCommerce Businesses: Insights from a Fractional CFO

Manage your cash flow with Matt Putra

Effective cash flow management is crucial for the success of eCommerce businesses. Cash flow directly impacts a company’s ability to operate smoothly and sustainably. 

In this article, we will explore the significance of cash flow in the eCommerce industry and share insights from a fractional CFO, Matt Putra, on how to manage cash flow effectively.

You can also watch or listen to our interview with Matt below. Here’s the Cash Flow Calculator he shared.

Understanding the Significance of Cash Flow in eCommerce

Cash flow plays a critical role in the direct-to-consumer (DTC) eCommerce space. Having sufficient cash allows businesses to cover expenses, invest in growth, and weather unforeseen challenges. On the other hand, inadequate cash flow can lead to financial strain and hinder business operations. eCommerce businesses face unique cash flow challenges, such as managing upfront expenses and the cash conversion cycle.

The Cash Conversion Cycle

In eCommerce, the cash conversion cycle refers to the time it takes for a business to convert its expenses into cash from sales. For many eCommerce companies, the cash conversion cycle can be quite lengthy. Businesses often have to invest in inventory, cover various costs, and wait months before generating revenue from product sales. Managing this cycle effectively becomes crucial for maintaining a healthy cash flow.

Addressing Cash Flow Challenges

To overcome cash flow challenges, businesses need to implement strategies to optimize their cash flow. Fractional CFOs like Matt Putra specialize in helping eCommerce businesses navigate these challenges. By right-sizing fixed costs, optimizing marketing spend, and implementing pre-sales strategies, businesses can improve their cash flow situation. Incremental improvements across various cash flow components can lead to significant positive changes in financial health.

Key Takeaways for Managing Cash Flow

Effective cash flow management involves considering the following key points:

  1. Keep Fixed Costs Low: Minimizing fixed costs is essential because it requires generating more revenue to cover them. By keeping fixed costs as low as possible, businesses can improve their financial stability.
  2. Small Changes Lead to Big Results: Making small incremental improvements over time can have a substantial impact on cash flow. By focusing on small improvements across different cash flow components, businesses can achieve significant financial improvements.

Maximizing the Benefits of Cash Flow Improvements

Optimizing cash flow is an ongoing process. Even if a business has a relatively good cash conversion cycle, there is always room for improvement. Optimized cash flow provides a competitive advantage, allows businesses to reinvest in growth, build cash reserves, and reduce financial stress. Implementing tools and strategies to improve cash flow can lead to long-term success.


Managing cash flow effectively is vital for the success of eCommerce businesses. By understanding the significance of the cash conversion cycle and implementing strategies to improve cash flow, businesses can enhance their financial stability and competitiveness. The insights shared by fractional CFOs like Matt Putra can provide valuable guidance on optimizing cash flow. Remember, taking small steps towards improving cash flow can lead to significant positive changes for your eCommerce business.

You can find Matt at: and LinkedIn here: