Newsletter
A2X Newsletter | When is the right time to sell your accounting practice?
Accounting and bookkeeping firm owners all confront the same fork in the road: Should you scale, merge, or sell your practice?
Few can describe that crossroads better than Alastair Barlow – the co-founder of flinder, a finance-as-a-service practice he grew from an idea in 2017, to 40 staff and £2.5 million in revenue, before selling it minutes ahead of the 2023 UK Autumn Budget.
Today Alastair advises practice owners who are weighing their own exit options.
A2X Newsletter | Highlights from Camp A2X 2025
Camp A2X just wrapped its 3rd year, and what a year it was. Over 60 ecommerce accounting leaders gathered lakeside in Canada to share wins, challenges, and playbooks.
Attendees rated the experience a 9.6/10 overall, making this our best camp yet.
Totally biased, but I really believe this is the best accounting event out there. What makes it special isn’t just the fall Canadiana backdrop, but the people. Everyone shows up ready to give: expertise, lessons, and candid stories to help each other raise the bar, build better practices, and ultimately help ecommerce clients achieve financial success.
A2X Newsletter | Accounting and ecommerce event list for the remainder of the year (2025)
It’s hard to believe we’re already well past the halfway point of 2025… and yet, it seems like the calendar of ecommerce and accounting events just keeps growing!
Below, you’ll find the list of events we’re planning to attend (and that you should consider) from September through December.
As an accounting professional, if you’re heading to any of these, I’d love to connect. We’re putting together a few meetups, so just reply to this email and let me know.
A2X Newsletter | Amazon SPP registration for accounting firms
Many of our ecommerce accounting partners have either started or completed their migration to Amazon’s Solution Provider Portal (SPP). As per Amazon, this is going to be a requirement for all third-party service providers (accounting, marketing, etc.) to maintain access to their clients’ Seller Central data.
Have you started the migration yet?
We’ve been hearing from many accounting firms that the process can be challenging, so we recommend getting started sooner rather than later.
A2X Newsletter | How to reconcile Klarna, Shop Pay, and more
Struggling with monthly reconciliations for ecommerce clients who are using multiple payment gateways?
We’ve launched a new video series to help – whether you’re new to ecommerce bookkeeping or want to streamline your workflow.
Teresa Slack, CEO & Co-Founder of Financly and the Ecommerce Training Academy, shares her proven reconciliation process in QuickBooks Online for platforms like Shop Pay, Klarna, and more.
⬇️ Scroll down to access the full video series and supporting resources.
A2X Newsletter | Q1 2025 P&L benchmarks for your ecom clients
Ecom CFO recently released their Q1 2025 Ecom P&L Benchmarks Report – and it’s a must-read for your ecommerce clients who want to:
• See how they stack up against similar brands
• Use clear data to shape strategy for the rest of 2025
• Uncover hidden cost-saving and profit-boosting opportunities
The report is completely free – download it here.
We’ve invited Sam Hill, Founder & CEO of Ecom CFO, to share key insights (and expert commentary) from the report below ⬇️
A2X Newsletter | Time to exit? Help your ecommerce clients decide
Hi there,
If you’ve been working with ecommerce businesses for a while, you’ve probably fielded this question from a client: Should I keep scaling and drawing cash from the business, or is it time to prepare for an exit?
To unpack the financial, emotional, and strategic angles behind that decision – and help you guide clients with confidence – I spoke with Jason Somerville (valuation specialist at GW Partners) and Richard Starkey (ecommerce accounting expert at CronosNow).
A2X Newsletter | A2X Insider Scoop: Amazon is ending secondary log-ins for accounting pros
One upside of partnering with A2X is early intel from sales channels. When Amazon changes a policy, product, or portal that affects accountants, we get the opportunity to ask questions and get answers at the source.
Here’s the latest change that will hit almost every accounting practice working with Amazon sellers.
What’s happening Amazon is rolling out the Solution Provider Portal (SPP), a verified gateway for third-party accounting practices, agencies, and apps.
A2X Newsletter | Tariffs: What your Canada-based ecommerce clients need to know
Here’s an unfortunate truth: Ecommerce sellers are on the front lines of these tariffs.
The U.S. has the world’s largest consumer market, and China finds itself in most ecommerce supply chains.
If your accounting practice supports Canada-based ecommerce businesses that sell into the U.S., you’re probably asking the same questions they are: “What will these tariffs do to our margins, and what should we change right now?” Tough to answer in volatile markets.
A2X Newsletter | Tariffs: What your UK ecommerce clients need to know
Here’s an unfortunate truth: Ecommerce sellers are on the front lines of these tariffs.
The U.S. has the world’s largest consumer market, and China finds itself in most ecommerce supply chains.
If your accounting practice supports UK ecommerce businesses that sell into the U.S., you’re probably asking the same questions they are: “What will these tariffs do to our margins, and what should we change right now?” Tough to answer in volatile markets.
A2X Newsletter | Tariffs: What your US ecommerce clients need to know
Here’s an unfortunate truth: Ecommerce sellers are on the front lines of these tariffs.
The U.S. has the world’s largest consumer market, and China finds itself in most ecommerce supply chains.
If your accounting practice supports ecommerce businesses, you’re probably asking the same questions they are: “What will these tariffs do to our margins, and what should we change right now?” Tough to answer in volatile markets.
Your clients do have two clear advantages:
A2X Newsletter | Training resources for your ecommerce accounting team
“How do you get new staff members up to speed on ecommerce accounting?”
We asked this question during a panel session at the Digital Accountancy Show in the UK. The answers varied greatly – from “learning as you go and addressing questions as they come,” to detailed onboarding playbooks complete with Standard Operating Procedures (SOPs) and checklists.
The reality is that ecommerce can be complex and nuanced, depending on the channels and countries your clients sell in.
A2X Newsletter | 2025 ecommerce P&L benchmarks for your clients
Have your clients ever asked you: “What financial trends are you seeing across your other ecommerce clients?” – or some version of this question?
Good news! A2X partner Ecom CFO recently released their 2025 Ecom Profit & Loss Statement (P&L) Benchmarks Report – focused on private ecommerce businesses doing between $1M to $100M in annual revenue.
To break it all down and give you access to this information, we invited Sam Hill, Founder of Ecom CFO, to guest-write this edition of our newsletter, highlighting trends, financial benchmarks, and insights to help you and your clients compare performance and plan for the future.
A2X Newsletter | Camp A2X 2025 applications are now open!
Back in 2023, we decided to put on the first Camp A2X. At the time, we felt there was a gap in the accounting event circuit for practices servicing ecommerce businesses.
At every event, we noticed that those servicing ecommerce (or building an ecommerce niche) would gravitate towards one another – getting more value out of those interactions than the event content itself.
That’s the challenge with accounting events that target practices servicing every industry.
A2X Newsletter | Our 2025 accounting & ecommerce event list
Something strange is happening with in-person events in 2025, especially in cloud accounting and ecommerce.
For one, I’m personally getting tons of requests from accounting professionals to share where A2X is going to be. More than any other year. They’re specifically looking for 2 types of events:
Targeted toward accounting professionals so they can connect with peers Targeted toward ecommerce businesses so they can connect with potential clients On the flip side, I’ve been hearing chatter about how conferences are losing their charm, where the content is too general and feels recycled year-over-year.
A2X Newsletter | Why "partnership" is more than just a word at A2X
I’ve been in the cloud accounting industry for much of my career, working side-by-side with accountants and bookkeepers to support business owners with their accounting.
In this ecosystem, the word “partnership” gets used a lot, especially between vendors and accounting professionals. But over the years, it’s become a loaded term. Why? Unfortunately, it can be misused by vendors who really mean “reseller,” leaving a weird taste in people’s mouths.
True partnership comes with expectations: “Are we working towards the same outcome?
A2X Newsletter | Our 2024 product updates (and a look ahead to 2025)
Wow, what a year 2024 was for A2X, our customers, and partners!
As you ramp up for 2025, we wanted to send a recap of all of the exciting things you might have missed at A2X last year, so that you’re well-equipped for the year ahead. 💪
Scroll through to review:
New features we launched in 2024 to make ecommerce accounting more accurate and automated Some exciting A2X milestones A sneak peek of what’s coming up in 2025 If you have a question about anything we launched in 2024, or if you have a request for 2025, respond to this email!
A2X Newsletter | Happy holidays from A2X!
As we wrap up 2024, we’re taking a moment to reflect on what an incredible year it’s been for the A2X team, our customers, and partners. We’ve captured some of our favorite memories within the A2X community in the photos below, and we’re excited to share them with you.
Whether you’re an A2X user or simply a reader of this newsletter, you’re part of our community – and for that, we want to say a heartfelt thank you!
A2X Newsletter | Our top 3 ecommerce accounting resources so far
In a sea of AI content, we do our best to keep our ears to the ground for the A2X Newsletter and focus on topics we’re best positioned to tackle – a.k.a., anything related to ecommerce accounting.
I had initially planned to write about our award-winning Partner Program (look for that in an upcoming newsletter), but coincidentally, a few members of said Partner Program had recently reached out to me with requests for our ecommerce accounting templates and checklists.
A2X Newsletter | Best practice accounting tips for after the holiday sales
You’ve heard plenty from me in the first two editions of the revamped A2X Newsletter, so this time, I’m handing the mic to our incredible community of ecommerce accounting professionals.
With the holidays fast approaching, your ecommerce clients are in the thick of it: Black Friday and Cyber Monday sales, increased ad spend, a spike in returns, and more. This is their make-or-break season.
But what happens after the rush, when it’s time to account for it all?
A2X Newsletter | My take on Intuit Connect & the ecommerce angle
Intuit Connect is the biggest cloud accounting event of the year – and if you’re an accounting professional, it’s an event that’s worth paying attention to (even if you were unable to attend).
In this second edition of the A2X Newsletter, I’ll share my observations at the event, the themes and general vibe, and how it all relates to the world of ecommerce accounting and the role of accountants and bookkeepers within it.
A2X Newsletter | Why marketing your accounting practice feels harder in 2024
As the Head of Marketing at A2X, I get the opportunity to talk with accounting and bookkeeping practice owners every day. Over the past few months, the consensus has been clear: marketing your practice feels harder in 2024.
If your efforts aren’t getting the traction they used to, you’re definitely not alone. Here are just a few of the comments I’ve heard from accounting professionals in the past year:
“Search traffic to my site and blog is constantly fluctuating and going in the wrong direction.
