Channel concentration

Definition

How much of the sales run through a single platform instead of spreading across several.

Why It Matters

It is the central risk in valuing an online brand. A business that is ninety per cent one marketplace lives by that platform's account decisions and fee changes, and a suspension nobody can appeal is a revenue line at zero with the inventory already bought. Ask for revenue by channel over three years, and for the account health history. Spread lifts the multiple because it is the defense that survives a suspension nobody can appeal.