In this episode of Add To Cart, Danny Chiha and Natalie McDermott join us from Kelly + Partners Accountants, an ASX listed company with branches in Australia and expanding globally.  Danny and Nat are both partners at the Northern Beaches branch in Sydney, working with around 50 ecommerce brands with turnover running from $50,000 to $50m.  In this chat, Danny and Nat share what an ecommerce business baseline gross profit margin should be, the non financial KPI’s you need to be paying attention to and how much you should be spending on marketing. 

Links from the episode:

Kelly+Partners

Deliver In Person (sponsored)

Shopify Plus (sponsored)

Questions answered:

• With the ecommerce businesses that you work with, what do the successful ones have in common? 
• What financial metrics are most crucial to track for ecom businesses? 
• What mistakes do you see ecommerce businesses make most often? 

This episode was brought to you by…  

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About your co-hosts: 

Danny Chiha from Kelly+Partners

Danny has over 10 years business advisory and commercial accounting experience. He commenced his career with four years at Crowe Horwath, started his own successful business, then joined Coca-Cola Amatil as the Financial Accounting Manager where he led a successful team of 17 professionals.  Danny is the founding partner of Kelly+Partners Northern Beaches and also leads Kelly+Partners Startup. He has a real passion for, and specialises in, assisting businesses develop and execute strategies that create business viability.

You can contact Danny at LinkedIn

Natalie McDermott from Kelly+Partners

As a Chartered Accountant with over a decade of experience in the accounting industry, Natalie is  proudly serving as a Partner at Kelly Partners' Northern Beaches office. Her area of specialisation lies in E-commerce accounting and advisory, where she provides valuable insights and strategies to help businesses optimise their financial performance.

You can contact Natalie at

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