Situation

The shop that depends on one channel

Most of the orders come from one place, and everyone involved knows it.

The pattern

A single marketplace, a single advertising account or a single search term carries most of the revenue. The business is profitable and entirely dependent on a party that can change its terms without notice.

How buyers price it

Heavily. Concentration is the first thing an experienced buyer looks for, and it is the factor that most reliably reduces the multiple. It also narrows the group of interested parties, because some buyers will not take that risk at any level.

What can be done in a year

Not everything, but enough to change the picture. Building a second channel to a meaningful share, capturing customers into an owned list rather than a platform, and demonstrating that direct traffic exists at all.

Even a modest second channel changes the story from a single dependency to a business with an alternative.