Your AI-Powered Virtual CFO for E-Com

Know Your Numbers - Grow Profit & Cash, Not Just Sales

Hi, I’m Toby. I’m a qualified accountant who works as a virtual CFO for e-commerce founders.

Most e-com advice is about ads and sales. But once you’re established, growth comes from knowing your numbers. When you know what drives your profit, you can make more from every customer, every sale and every dollar of ad spend. And when you’re in control of your cash, you can fund your stock and your growth with confidence.

That’s why everything I do starts with your numbers. I work one-on-one with founders to get their finances under control: margins, break-even, cash flow, forecasting and reporting, in plain English. And I set you up to use AI to review your data, build your reports to help you scale your store effectively.

Then we use those numbers to fix the business behind them. In One-On-One Coaching, I help you tighten your operations and build the team you need, so the business grows profitably without everything depending on you.

Start with the E-Com Founders Business Finance Review, a deep dive into your numbers that shows you where you stand and what to fix first. Or book a call and we’ll work out the best way for me to help.

BOOK A DISCOVERY CALL
E-COM FINANCE REVIEW

Free Checklist

The 19-Step E-Com Profit & Cash Checklist

The Financial Framework to Scale Profitably

Sales are coming in, but the money isn’t where it should be. Cashflow is tight, profit is hard to pin down, and every time you try to grow, it seems to cost more than it makes. Most growing e-com store owners are in exactly this position. The problem isn’t your sales — it’s that the financial foundations underneath them aren’t in place. This checklist gives you the steps to fix that.

DOWNLOAD THE CHECKLIST

Our Programs

THE E-COM FOUNDERS

Finance Review

Take control of your finances & Learn what drives profit & cash

You’ve built your store and the sales are coming in. Now it’s time to get the most out of them. The E-Com Founders Finance Review is a deep dive into your numbers with a qualified accountant who specialises in e-commerce.

We go through your margins, break-even, unit economics, ad spend and cash flow together, so you can see exactly what drives your profit and cash. You’ll finish with a 12-month financial forecast and a clear plan to grow profitably.

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THE E-COM FOUNDERS

One-On-One Coaching Program

Hands-On Help to Scale Your E-Com Business Profitably

You’ve built your store, got sales moving and started to grow, but somewhere along the way, it stopped feeling like progress. Cashflow is tight, you’re not sure if you’re even making a profit, and the bigger the business gets, the more it demands of you. 

This program gives you the hands-on help to build the infrastructure behind your store to scale profitably – getting in control of your finances, setting up your store, marketing and operations to handle growth, and biulding a strong team around you.

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Your Virtual CFO

Not Your Usual Accountant

Hi, I’m Toby Hollington. I’ve spent a lifetime (yes, I’m getting old) coaching, consulting and mentoring business owners, and I now work as a virtual CFO for e-commerce founders. No matter what the latest e-commerce guru promises you on social media, there is no magic strategy or quick fix to building a successful e-commerce business.

I’ve seen firsthand that success in e-commerce comes from knowing your numbers and using them to make better decisions. I roll up my sleeves and work hands-on with you and your team, so you understand what drives your profit and cash and can grow the business with confidence.

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I’m an Accountant with a Personality

First of all, I'm an accountant with a personality (I know, hard to believe). Everything I do starts and ends with the numbers. I explain them in plain English and use them to grow your profit and put more money in your pocket.

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Specialised Consultant in E-Commerce

I work only with e-commerce businesses. That means I know the numbers that matter in your world: margins, contribution, ROAS, customer acquisition cost, stock and cash flow. I've helped many brands grow to 6- or 7-figure months as well as having my own stores.

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I Put AI to Work on Your Finances

I use AI every day to analyse numbers, build reports and spot opportunities faster. I'll set you up to do the same, so you can review your data and manage your finances without living in spreadsheets - although you will still have them too.

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I Give You Hands-On Support

I don't just tell you what to do and then disappear. In my One-On-One Coaching programme, I work with you on your business. I roll my sleeves up and help you put the changes in place, from your finances through to your operations and your team.

Your Consultant

Meet Toby Hollington

Toby Hollington is the e-commerce consultant and business coach. He is a highly experienced business coach and accountant who specialises in working with e-commerce brands.
Toby Hollington

Hi, if we haven’t met already, my name is Toby. I’m known as the blind accountant with the English accent, and all of that is true.

I’m a qualified accountant, but I left the accounting firm many years ago to work one-on-one with business owners. I’ve been coaching ever since, long before most owners knew what a business coach was (yes, I’m getting old).

I’m legally blind, which comes from my genes, although I can still see what I need to. Some people call it selective seeing. And I’m English, which I’m happy to admit unless the Ashes are on.

Today I work as a virtual CFO for e-commerce founders. I combine my accounting background, years of coaching e-com stores and the latest AI tools to help you know your numbers, grow your profit and take control of your cash.

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TESTIMONIALS

What our clients say

I have been working with Toby from E-Comm Business coaching for over 10 years. He helped us get the courage to go into business and has been instrumental in helping us with personal and business growth. Toby is very good with financial coaching and ensuring you measure the key numbers and also with the soft people side, helping us understand and manage ourselves and our team. He is also very good with marketing and is always up with the latest innovations and trends.
Kate Henderson____ Elysium Hair
Kate Henderson
Receiving business coaching from Toby has been one of the greatest opportunities provided to me professionally. Toby has played an integral part in developing my role, building my team and further developing my skill set. Toby's ongoing support has been second to none. Highly recommended.
Stevie Kirk____ Eco Superfoods
Stevie Kirk
When we first enlisted the help of Toby, I thought we were doomed, and it would be easier to declare bankruptcy. It did not take long to build a fantastic working relationship with Toby. His straightforward approach, mixed with a great sense of humour really helped. We started running our businesses, opposed to our businesses running us! Over time the cash flow problems that once plagued us, gradually became a distant memory. We were approached with the opportunity to sell both of our shops with an offer just to good to refuse.
Barry Monczko____ Shaver Shop
Barry Monczko
Toby has been an absolute asset to our business. He has helped us implement invaluable software, systems and procedures to assist with the company’s growth. He has helped us employ a fantastic team which has made all the difference to operations and also made running our business a lot more enjoyable. He has helped improve our marketing, and since working with Toby we have been growing strong and look forward to our biggest year yet. Toby is a great guy and it’s been a pleasure working with him.
Elyse Hickey____ Highlife Homes
Elyse Hickey
Toby has been coaching me now for around 7 years. I have learned so much from Toby, he is a wealth of information, it’s like he has read every business and personal development book ever written, and has consolidated that knowledge into the key things you really need to know. Toby’s insights on understanding people, and how to deal with a customer or staff member who has a grievance, have proved invaluable to me. Thanks Toby!!
Melanie Wear____ Wear Advisory
Melanie Wear
Toby has changed my business, and well, my life.He has helped me create systems and policies for my staff, assisted with training them, helped with internet marketing and just about everything across the board with my business he has helped in improving.
Emilly Hadrill____ Hair & Extensions
Emilly Hadrill
We've been working with Toby now for several years. His knowledge and assistance on how to grow our business has been excellent. His support has helped us grow our business and we have learnt a great deal from his advise. We highly recommend Toby for all your business coaching needs.
James Home Services____ Haydn Miller
James Home Services
We’ve worked with Toby for several years and find him caring, patient and knowledgeable. He is our rock when business becomes very overwhelming or stressful and realigns our focus. Toby is part of our team!
Alyson Hourigan____ Black Belt Plus
Alyson Hourigan
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Training and Support

2025 E-Commerce Kickstart Blueprint

The holiday season has come and gone, and 2025 is here! It’s time to roll up our sleeves, get back to work, and set the stage for an incredible year in e-commerce. Whether you’re just starting out or looking to

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Actionable Tips for Building a Homepage that Sells

In this training, I’ll walk you through the essential elements your e-commerce store’s homepage needs to maximize sales and keep visitors engaged.
Your homepage is the digital storefront of your business—it’s your first impression, so it needs the perfect

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