The Mistake: Selecting a fractional CFO based on general finance credentials without verifying they understand ecommerce-specific challenges like multichannel accounting, inventory management, fulfillment costs, marketplace fees, and sales tax complexity.​

Why It’s Costly: Ecommerce has unique financial dynamics that traditional retail or service business CFOs may not understand. Without domain expertise, they’ll spend months learning your business model instead of immediately adding value.​

The Better Approach: Specifically seek fractional CFOs with proven ecommerce or DTC experience. Ask for case studies from businesses at your revenue stage and in your sales channels (Amazon FBA, Shopify, multichannel, etc.).