Use case

Funding a website or online store launch: how to size it and what to watch.

Selling online needs a site, photography, inventory and marketing before the first order.

✓ Checking what you qualify for does not affect your credit score.

How should you fund a website or online store launch?

Short answer: Budget the build, platform fees, initial inventory and launch marketing, then assume revenue will take longer than hoped. Fund the build and inventory first and add marketing in stages as you learn what converts. A revenue-share structure suits launches, because payments start small while sales build.

Key facts

Budget build, inventory and marketing
Revenue usually takes longer than expected
Stage marketing spend
Revenue share suits a slow start

What this looks like

Selling online needs a site, photography, inventory and marketing before the first order.

Retailers and producers moving online face setup costs that land before revenue: platform setup, product photography, packaging, shipping supplies and launch advertising.

How to size it

Fund the setup and the first inventory run. Ongoing advertising should be tested small and scaled from results.

Illustrative arithmetic

A specialty food producer depositing about $45,000 a month asks for $15,000 for an online store and launch inventory. At a 1.24 factor the payback is $18,600, a cost of $3,600. Over roughly 5 months that is about $177 per business day, or close to 8% of monthly deposits.

Total payback: $18,600.
Cost: $3,600.
Payment: about $177 per business day, close to 8% of monthly deposits.

Every figure on this page is illustrative arithmetic in Canadian dollars. It is not an offer, a quote or a promise of approval.

Which structure tends to fit

A short advance suits a launch. Revenue-based financing suits ongoing online growth once sales data exists.

Where it goes wrong

Overspending on advertising before conversion is proven
Ignoring shipping and return costs
Building inventory for demand that has not appeared

Before you apply

Price setup, photography and shipping
Plan a small test budget for advertising
Set a sales target for the first 90 days

Typical starting points

Monthly revenueTypically from around $20,000 a month in deposits for Canadian files. The exact line varies by funder and by file.

Time in businessTypically about 12 months. Newer businesses can be reviewed, but the options narrow.

Account healthLimited low-balance or negative days. Funders read the last few months of bank statements for this.

CreditScores from 500 are considered. A score of 600 or higher opens more options and better offers.

DocumentsA signed application and recent business bank statements, typically the last four months.

Existing advancesFiles with an existing advance can be reviewed, including second position.

Test, then scale

Spend a small, fixed amount on advertising, watch what it returns for a few weeks and only then commit more. The funding request should cover setup and a test, not a year of advertising. Once real sales data exists, revenue-based financing can grow with the channel.

Sources and review

Statistics Canada: Subjects (business and industry data)

Reviewed by the Merchant Fund Express team on October 12, 2026. Official pages checked as of that date.

Common questions

How much should I ask for?

Ask for the amount you can name in dollars and tie to a quote, invoice or schedule. A smaller, specific request is easier to approve and cheaper to repay.

Which structure is best?

It depends on whether the need is a one-time purchase or a recurring gap. See the comparison pages for the trade-offs.

How fast can I get it?

Decisions are often the same day on a complete file, and funding can follow the next business day.