In this episode of On The Rocks | eCommerce Hour, Chris Geno and Jay Kimelmanexpose one of the biggest financial traps in eCommerce: the cash flow illusion. Many Shopify sellers and Amazon brands hit massive sales milestones, yet still find themselves broke or struggling to pay the bills. Learn how to understand, forecast, and fix your cash flow so your profits actually turn into money in the bank.
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💡 What You’ll Learn in This Episode:
• Why sales and profit are not the same as cash flow for ecommerce brands
• How to avoid the “cash flow illusion” that misleads growing Shopify stores
• The hidden dangers of over-investing in inventory and ads
• How poor cash flow forecasting causes 82% of business failures
• Smart ways to align payout cycles with payables to prevent cash crunches
• When and how to use Shopify Capital, Amazon loans, or Settle strategically
• Why separating personal and business cash is non-negotiable
• 3 key cash buckets: Operating, Reserve, and Growth Cash
• The metrics every ecommerce CFO tracks: cash runway, inventory-to-sales ratio, burn rate, and AR days
• How an outsourced ecommerce CFO can help you forecast, plan, and stay profitable year-round
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🔗 Resources & Tools Mentioned:
• High Rock Accounting – eCommerce Accounting & CFO Services
• A2X Accounting for Shopify & Amazon
• Cin7 Core Inventory Management
• Shopify Capital Financing Options
• Settle Cash Flow Management Platform
