Business Name: Sign in to view listing at https://fih.com/listing/0159438
Business Website: Sign in to view listing at https://fih.com/listing/0159438
Business Start Date: 2009
Business Location: Brazil (Owner in Italy)
Business Valuation: €6,130,000 EUR
Employee Number (Inc. Owners): 22
Business Model: B2C Advertising, Affiliate Marketing
Industry: Electronics Review, eCommerce Price Comparison
Percentage Being Sold: 100%
Sales (TTM): R$ 9,880,931 (about 1.543M EUR)
Net Profit (TTM SDE): R$ 7,455,759 (about 1.165M EUR)
Referred GMV (TTM): $30M-estimated                                                                      
Breakdown of Revenue: Amazon + Mercado Livre - 55%, Sponsored Posts - 32%, Google + Youtube Advertising - 13%, 3%
Business Multiple (TTM ARR): 3.88x
Business Multiple (TTM EBITDA): 4.82x                                                                       
2024 Revenue Growth Rate (Over 2023): 56.76%
Social Media Followers: 1.6M+                                                                         
Subscribers (to notifications): 6M+
Annual Website Visitors (TTM): 73M                                                                                   
Annual Website Pageviews (TTM): 322M                                                                       
Clicks Produced (TTM): 12M
Tag Line: 16+ Y/O Brazilian Electronics Review Affiliate Platform w/ 73M Yearly Visitors - Referring $30M+ of Electronics Sales/Year

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The Opportunity 

A high-traffic, high-trust digital media asset of this caliber rarely comes to market. As Brazil’s leading platform for tech and mobile phone insights, this website seamlessly blends trusted editorial content with a high-converting affiliate engine — driving both massive consumer engagement and substantial eCommerce sales.

On the frontend, the site is the go-to destination for 6 million monthly readers, delivering authoritative tech news, in-depth reviews, spec databases, price comparisons, and video content across 1,800+ devices. Its passionate, loyal audience and 6M+ social subscribers make it a household name among Brazilian tech enthusiasts.

On the backend, a fully automated affiliate integration converts this content into revenue — guiding users from search to purchase effortlessly, generating $30M+ in electronics sales annually, with minimal owner involvement.

General Highlights

• Strong brand and immense social media following based on consumer trust (1.6M+ total followers + 6M subscribers)

• 6 million unique monthly readers - 12 million clicks per year which contribute around $30M of electronics sales/year (from 73M visitors a year)

• Automated revenue generation through only several affiliate partners (1.165M+ in profit for 2024 and undercapitalized)

• Full team in place to support continued content production post acquisition (less than 4 hours a week in owner responsibilities)

Niche

The website is a Brazilian leading platform which helps consumers with tech and electronics purchase decisions. The website offers electronics news about the mobile world, cell phones with videos, photos, reviews as well as the best prices on the internet. It is the most complete mobile telephony portal in Brazil and offers rich content to the user. From daily news updates about everything that happens in the Mobile Universe to an extensive database, where readers can find more than 1800 phones registered with complete technical specs and comments from readers and ability to compare devices: actual size, technical data, screen resolution, image quality and processing power. The eCommerce tool helps to thoroughly compare devices and easily find best-in-market deals and offers before going directly to the purchase page.

Customer Base

The website has 6 million unique monthly visitors averaging 26 million monthly page views with an average dwell time of 2-3 minutes. Since 2017 the site has had 500M+ unique visitors with over 2.5+ billion pageviews, over 90% Brazilian-based. Young readership base with over 60% in the 18-34 years old category, fairly evenly split 60%/40% male/female. 

Traffic is generated from organic search 78% and with the rest coming from referral/social sources as well as regular readers. The audience is made up of geeks and mobile technology lovers who like to stay informed as well as consumers who want to get to know a particular device better before making a purchase. The site features an advanced search engine to surf through the most complete tech files of 10,000 devices available in the market. 

The platform serves the basic needs for a consumer to make a decision: image of product, in-depth, unbiased reviews, comparison and video demo - all released as soon as  products hit the shelves. Their research shows that 73% of consumers are more likely to purchase a product if they can watch a video explaining it beforehand. And the platform offers just that: the most complete archive of video reviews of devices, informing how to get the most out of their tech.

Revenue Sources

Affiliates - amounting to approximately 48.7% of total is split among Amazon and other Mercado Livre (at about 50% each)

Zoom - A long term affiliate of the company is less important than it used to be and is only 6.51% of revenue.

Advertising - generated approximately 13.15% of total.  Adsense is the only display advertising revenue monetized on the website while YouTube channel generates additional revenue. 

Other USA/Brazilian - expected revenues of roughly 31.60% of total generated from other sources. 

Sponsored content - the site occasionally sells some sponsored posts when a direct request from client is received but without an in-house sales team - there is no active monetization of this strategy.

Financials

Sales (USD)

2019 - $913,430

2020 - $1,091,692 

2021 - $1,136,832 

2022 - $1,105,730

2023 - $1,075,604

2024 - $1,833,196

Profit (USD)

2019 - $669,918 

2020 - $804,201 

2021 - $813,858 

2022 - $758,563

2023 - $766,588

2024 - $1,383,257

Operations

While continuously investing in user experience optimization, the platform was developed as multi-device publishing system that:

• Allows consumers to easily find the most relevant, best in-market deals

• Downloads, stores and serves millions of products from affiliate feeds

• Is optimized for technology products globally and scalable for new product verticals

• Allows the most up-to-date prices and links to be served with articles

• Has strong article match rates and conversions

• Detects and counters ad blocking while enforcing respectful advertising policy to our users

The team has complete freedom to work on the topics previously selected by the chief editor, who works to balance the mix of affiliate-focused content given traffic in the most relevant areas. The teams typical targets include:

• approximately 300 product reviews every year

• 20,000 news articles produced in a year (over 50 per day) including tests and analysis of devices, applications and services, rumors, leaks, promotions, forecasts and editorials. 

• 360 videos per year (30 per month)

• 240 buying guides (20 per month)

• 5,500 social media posts a year (450 per month)

Team

The team consists of stellar journalists who live, breathe and cover tech 24/7, combining the strength of tech knowledge with their local expertise. The team of 22 shares a commitment to serve the readers with integrity, collaborate to deliver better results, and shape the future of digital publishing. The skills and specialization range from administrative, to social media experts, product analysts, news editors, video production/editing, deals & offers compilation. The team is located in Brazil and the editorial team is composed of freelancers with salaries  based on content production and productivity while the entire organization is run by a shareholder-chief editor to ensure the best possible alignment of the management, editorial staff and owners.

Marketing & Brand 

The website established its reputation in the eyes of the tech and consumer community through their trustworthy and independent, top of the line content and reviews. The secret sauce for success of the site originates from relentlessly engaging tech fans with distinctive content created with a focus on consumers’ need for trusted information, – and directing them to the best deals and offers they can find at that moment.

To put this trust in numbers, the company built up an immense social media presence: 

6,000,000 SUBSCRIBERS TO NOTIFICATIONS

Facebook: 260,000 SUBSCRIBERS

Youtube: 1.070,000 REGISTRATIONS

Twitter: 65,000 FOLLOWERS

Instagram: 212,000 FOLLOWERS

Partners

The website acts completely independently as there is no one single partnership that controls the flow of business. The team has great relationships with Samsung, Motorola, LG and others who provide devices for tests and analysis. In other cases, the devices are purchased to guarantee our independence and full coverage of released devices.

Affiliation revenues are largely coming from 3 main partners: Mosaico on a CPC basis, Amazon on a CPA basis and AWIN on a CPA basis. At the moment there is no direct relationship with a single merchant. As the website works only with large affiliation networks to make sure that the affiliation strategy is fully integrated in daily content production. All the link and offer management is fully automated by our proprietary platform through affiliation API. There is an automated algorithm for products and offers matching with no human effort needed.

Great content and reviews acts as a sales funnel for the affiliate partners and combined with ability to compare prices across 250 million products daily - the platform generates for 12 million clicks on affiliate offers, converting to 200,000 product sales (valued at 30M+ EUR)

Main Expenses

The bulk of the expenses, which have stayed stable over the past three years at around 300k EUR, consists of salaries for the editorial and video production staff who are largely on a freelance basis with compensation tied to productivity. Total content production amounts to approximately 53.32% of total cost. IT and Management and tech support amount to 27.80% with the rest spent on other things. 

Work and Skills Required

The content creation component is run by the chief editor who is also a shareholder of the company. He will be staying with the company post the acquisition, maintaining his duties of managing the team to continue creating the content up to the same standards as before. Current owners are not involved in the content production process. 

Affiliate and advertising contracts will also be transferred over to the new owner. The new owner can maintain the same strategy focused on just several partners or implement a more targeted marketing approach. As this piece of the business is mostly API-automated, the current owners spend on average 3 hours per week on staying in the loop on the business developments.

Who is the ideal buyer for this business?

Ideal buyer could be anyone with a good business acumen to continue running the business as is. A digital media savvy investor, fund or aggregator can certainly see the synergistics opportunity from the roll-up strategy. Digital Media professionals will be able to roll out new verticals on the platform and potentially duplicate the business model in other geographies, outside of Brazil. The current owner lives in Italy so there is no need to live in Brazil. 

What (if any) post sale support is included with the sale?

The owner doesn’t have a significant role in the business but they are open to coaching the new owner for a predefined period after the sale (to be determined).

Valuation

Purchase price of 6.13M EUR million is based on a 5x Net Profit multiple given the company's impeccable reputation and trustworthy relationship with 6 million unique monthly visitors and immense social media following. Stable earnings and the high level of automation with regards to content generation and affiliate marketing makes this a perfect opportunity for buy and hold strategy. Significant growth is within reach for the new owner either through expansion across verticals or duplication of the business model in another market.

SEO Analysis (Ahref’s)

Authority Score: 74

Backlinks: 141k (83% do-follow)

Referring Domains: 4,100

Total Keywords: 1.6 million

Expansion Opportunities for New Owner

• Future development plan is to introduce new product categories and database to increase revenue from affiliation: 

  • Tablets

  • Wearables

  • Hardware

  • Gadgets

  • ActionCams

  • Laptops

  • TVs

  • Monitors

  • Cameras

• Develop and execute strategy behind Sponsored Content monetization, nearly non-existent at this point but with 20,000 articles published yearly - this presents a great opportunity

• This business has 73M visitors/year but only 1.165M in profit = this business is making pennies on the dollar off of their traffic so a more affiliate-savvy owner will be able to capitalize off of this traffic and generate significantly higher revenue.

Reason for Sale

This platform is just a part of the holdings owned by the current owners who are approaching retirement and seeking to divest certain non-core assets. Several industry players have approached the company but owners feel a more formal process is required to source potential buyers in a more professional way. Besides this, the owner has been involved for 13 years and his time has come to exit.

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All Assets Included with Sale 

In vivid detail, describe all the things included with the sale. 

1. All domains and IP

2. All social media channels, LinkedIn, Facebook, Twitter, Instagram and YouTube 

3. Automated API-based platform embedded with the content production system to automate affiliates linking

4. 9M email database (available to push messages to)

5. Hosting Accounts

6. Monetization Accounts (Google Adsense, Amazon Affiliates and other integrations) 

7. Work contracts with freelancers as well as editor in chief

8. Partner contracts with all the affiliates

9. Misc Accounts (Google Analytics, and any other account the business has that is needed for it to run)

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About the Agent 

FIH.com is a Manhattan-based M&A advisory firm specializing in the sale of SaaS, eCommerce, & Digital Media companies from $1M-$100M. If you are in the market OR you are looking to exit a business that fits these specifications, then we encourage you to reach out to us for a free consultation. We offer 100% success-based services and have a financing arm for international individuals needing acquisition capital.