Digital Investor Show interview - How to Buy Online Businesses in 2025 with Greg Elfrink

Note: In this episode, Greg is interviewed by Matt and Liz Raad for the Digital Investor Show podcast. We’re sharing the interview here so that you don’t miss out on the useful M&A insights that Greg shares.Enjoy! Here’s why 2025 is Creating Unprecedented Opportunities for Online Business Buyers… Where are the biggest opportunities in buying and selling online businesses right now? In this interview, Matt sits down with Greg Elfrink, head of marketing at Empire Flippers who’s helped create over 100 millionaires, to share what’s working, what’s changed, and how to buy profitable online businesses in 2025.Greg reveals million-dollar lessons, stories, and actionable strategies for both beginners and experienced website investors. If you want to hear how to buy smart with Empire Flippers, listen to this episode. You Will Learn: How the current market reality is presenting online investors with hidden opportunities. How strategic buyers can negotiate deals in today’s market. How to renovate & improve monetisation from traditional affiliate sites. Why it’s important to diversify your online business traffic. Where to buy and sell smaller online businesses safely. What your next steps are for investing in today’s market. Mentions: Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter Original Digital Investors podcast eBusiness Institute Sit back, grab a coffee, and learn new ways to grow your wealth and income with online assets.

Social commerce has become one of the most powerful drivers of online revenue, and when combined with the right video marketing strategy, it can turn casual viewers into loyal buyers faster than ever. In this episode, we sit down with Eitan Koter, co-founder of Vimmi, to explore how brands can turn content into real revenue using the combined power of social commerce and video marketing. Eitan starts by sharing his background and the story behind Vimmi, a video commerce platform helping brands drive sales with shoppable video and live shopping across storefronts and social networks. He then defines social commerce in today’s context, explaining how it has evolved from simple “buy now” links to a full-scale ecosystem where video, community, and purchasing power merge seamlessly. For businesses wondering where to start, Eitan breaks down exactly how to launch your first social commerce videos, from choosing the right platforms to understanding your audience’s buying triggers. He introduces his powerful Content, Community, and Commerce framework, which shows how storytelling, engagement, and sales strategy work together to drive long-term results. Listeners will also learn what makes content truly valuable in a social commerce setting, how to maintain high-quality output while producing videos at scale, and why consistency often beats one-off viral hits. Listen now and start transforming your video content into conversions that count. Topics Discussed in this episode: Eitan’s background and an overview of Vimmi (02:04) A definition of social commerce and how it has evolved over the last few years (07:56) How to get started with social commerce videos (12:10) Eitan’s Content Community and Commerce framework (23:09) What is valuable content when it comes to video and social commerce? (33:28) Setting up a system to ensure you can generate a high quantity of videos (41:05) The KPI’s you should be tracking with your video marketing campaigns (48:34) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Vimmi Sit back, grab a coffee, and learn practical strategies to help you sell more through social commerce.  

Traditionally, headcount equals scale. But in the age of AI, is this still true? In this episode, we’re joined by Amos Bar Joseph, the co-founder of Swan AI, the first autonomous business. Their goal? Reaching $30 million in ARR with just three founders and a powerful fleet of AI agents. Amos explains how he is building an enterprise-level business with just three employees, and how Swan AI’s autonomous business model is different from traditional AI-powered businesses. While most companies simply bolt AI onto existing workflows to automate repetitive processes, Swan AI is designed around agentic workflows, where AI agents operate with memory, goals, and decision-making capabilities. It’s not just automation; it’s intelligent delegation. Amos is quick to clarify: this isn’t about replacing humans, it’s about giving small teams superpowers. He explained how each agent is purpose-built to make their founders 100x more effective, by designing agents around them, rather than 1:1 replacing a hire. Amos explains how to ensure your agents stay accurate and aligned with business objectives, avoiding ‘hallucinations’ and maintaining customer trust. He also shares when to stick with classic workflows and when to switch to agents for higher-level tasks. We also tackle the provocative question: Is a one-person unicorn possible? If you’re interested in building a smarter, leaner business using AI, this episode will challenge how you think about scale. Enjoy! Topics Discussed in this episode: What is an agentic workflow? (03:48) Amos’s background and the origins of Swan AI (04:48) How an autonomous business is different from an AI-powered business (08:45) Why adding AI agents helps enhance employees, not replace them (13:43) How Amos is building an enterprise-level business with just 3 employees (18:26) How to control the AI agents’ context and accuracy (23:33) The difference between AI automation and AI agents (28:44) When to use automations and workflows vs AI agents (35:12) The best resources for building your own AI agent (42:36) Is a one-person unicorn possible? (45:08) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Swan Amos’s LinkedIn Amos’s Autonomous Business Playbook Amos’s Avatar Sit back, grab a coffee, and learn how to scale your business without bloat, using AI agents.  

The rules of selling on Amazon have changed, and sellers who don’t adapt are paying the price in time, revenue, and sometimes, their entire account. In this episode, we’re joined by John Cavendish, the founder of Seller Candy, an agency that deals with Seller Support on behalf of Amazon sellers.We dive into what’s really going wrong behind the scenes of Amazon businesses with someone who sees it all from the inside. From shifting product launch strategies to the overlooked support issues that sabotage sellers, we uncover the patterns that can quietly erode your success. We explore the most common launch mistakes Amazon sellers make, why account suspensions are on the rise, and what proactive steps you can take to protect your account’s health before it’s too late. If you want to launch smarter, avoid suspension triggers, and get ahead of account health issues before they escalate, this episode is packed with essential insights. Topics Discussed in this episode: How launching a product on Amazon has changed (03:47) Common product launch mistakes entrepreneurs make (10:17) The main support problems Amazon sellers experience (11:46) The most common reasons for account suspensions (17:19) Proactive steps you can take to avoid account health issues (19:59) How Seller Candy’s clients are reacting to tariffs (25:14) John’s advice to US-based Amazon sellers (29:42) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter Seller Candy Seller Candy Academy Sit back, grab a coffee, and learn how to protect your Amazon seller account from unnecessary suspensions!  

Not every SaaS success story starts with a multi-million-dollar seed round. While flashy headlines highlight startups raising big in Silicon Valley, most founders are left asking a far more practical question: Should I bootstrap, or go after funding? In this episode, we’re joined by Denise Edwards, the founder of SaaS Launch, a platform that helps early-stage SaaS founders secure the right kind of capital and avoid the wrong kind of investor. We dive into the different types of funding available to SaaS founders and explain the real trade-offs between raising capital vs bootstrapping. Denise breaks down dilutive vs non-dilutive funding and what those terms actually mean for your business long-term. But it’s not just about money. Denise highlights the intangible value investors can offer, like mentorship, industry connections, and strategic insights, that often outweigh the dollar signs. We also tackle some of the biggest myths and misconceptions founders believe about fundraising. Finally, Denise walks us through the anatomy of a great pitch, what to say, what to avoid, and how to stand out from the crowd. Whether you're scaling with your own savings or prepping for your first round, this episode will give you the tools and insight to make smarter funding decisions for your SaaS startup. Topics Discussed in this episode: How Denise went from working in SaaS to starting SaaS Launch(01:56) The different types of funding available to SaaS founders (06:30) The pros and cons of raising funding vs bootstrapping (09:00) Dilutive vs non-dilutive funding options (11:27) The intangible benefits that investors bring to the table (17:00) Common myths and misconceptions founders have about fundraising (20:00) The KPIs and metrics that investors look at (24:20) The biggest mistakes founders make when pitching investors (30:23) The anatomy of a great pitch (37:33) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter SaaS Launch  Denise’s LinkedIn Sit back, grab a coffee, and learn how to take the next step in your SaaS journey with confidence.  

What if scaling your SaaS didn’t require burning out or selling your soul to venture capital? In this episode, Greg sits down with seasoned SaaS founder, author, and startup mentor Rob Walling for a candid conversation about what it really takes to build a sustainable, sellable SaaS business. Rob kicks things off by sharing how he stumbled into SaaS before it was cool, and how that journey led him to co-create TinySeed, an alternative funding model that puts founders first. He breaks down how TinySeed’s 12-month program works, who it’s for, and how it compares to traditional VC. But this episode isn’t just about funding, it’s about founder freedom. We dive deep into the psychological shifts that come with selling your business, how to recognize the right time to exit, and how to protect your energy both before and after a sale. Rob also shares the biggest traps SaaS founders fall into when chasing “growth at all costs” and the core traits he sees in founders who succeed. Whether you're bootstrapping, raising capital, or planning an exit, this episode is packed with honest, actionable insights that will help you scale smarter, and sell without regret. Topics Discussed in this episode: Rob’s background and how he got into SaaS (02:08) The origins of TinySeed and how it differs from Venture Capital (12:09) The opportunities that are created through selling your business (19:43) A breakdown of Tiny Seed’s 12-month program (22:19) The pros and cons of a “growth at all costs” mindset (28:32) The requirements needed to join Tiny Seed (30:20) The psychological effects of exiting your business (33:56) How to tell when to sell your business (39:40) How to avoid burnout before and after your exit (46:43) The characteristics that successful founders share (52:21) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter Startups For The Rest Of Us podcast  Exit Strategy: The Entrepreneur's Guide to Selling Your Business without Regret TinySeed Sit back, grab a coffee, and learn how to take the next step in your SaaS journey with confidence.  

As Benjamin Franklin famously said, “In this world, nothing is certain except death and taxes.” But for online business owners, taxes aren’t always so certain, especially when it comes to sales tax. In this episode, we’re joined by Jessica Rhoads. Jessica is an internationally experienced CPA and self-confessed “dumpster fire accountant” who specializes in helping business owners untangle messy tax situations. We cover the key types of taxes every entrepreneur should understand, and zoom in on the one that’s most commonly misunderstood, and most likely to derail a future exit: sales tax. Jessica breaks down how sales tax applies to non-tangible goods like SaaS products and apps, what triggers a sales tax nexus, and why ignoring it can lead to massive headaches during due diligence. She also shares insight on the best and worst states to set up your business from a tax standpoint, when to file a Voluntary Disclosure Agreement (VDA), and how to stay compliant if you’re selling across borders. If you're building a business with the goal of selling one day, this episode is a must-listen. It could save you from tax troubles that scare off buyers, or cost you more than you bargained for. Topics Discussed in this episode: The different types of taxes businesses should be aware of (03:45) Why sales tax is so important when selling your business (06:49) How sales tax is applied to software and apps (11:43) An overview of sales tax nexus (17:30) The different tax softwares that can help you figure out your taxes (19:50) The best and worst states to set up your business in (23:07) How to stay compliant if you have sales tax nexus (28:16) How tax works if you’re selling in foreign countries (30:37) When to file a VDA (33:56) A major misconception founders have about sales tax that hurts them later (39:39) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter Jessicanomics.com Sit back, grab a coffee, and learn how to get your business taxes in order - before it’s too late.  

The golden age of affiliate sites may be behind us, but can affiliate sites still make good money? And are websites in general still a good investment? In this episode, Greg speaks with Nathan Hamilton, a former equity analyst who shifted into buying and growing online businesses. Nathan recently acquired dividend.watch, a dividend investing platform that helps users discover stocks, track income, and manage their portfolios in one place. Nathan explains how Google’s algorithm updates and the rise of AI have reshaped the affiliate landscape. While many content sites have struggled, he shares which strategies still work and what kinds of online businesses are best positioned for success today. He also walks through his acquisition process, what he looks for in a deal, how he evaluates growth potential, and why he moved away from affiliate sites in favor of more product-driven platforms. As a non-technical buyer, Nathan offers helpful lessons on managing a tech-heavy site without technical expertise. Drawing from his financial background, Nathan compares investing in online businesses to buying stocks, weighing the risks, rewards, and potential ROI of each. Finally, Nathan flips the script on Greg, asking how he’s seeing affiliate site owners adapt to today’s SEO challenges and what strategies successful operators are using to diversify their traffic and revenue streams. If you’re wondering whether content sites still have a future, or you’re a would-be investor trying to choose between stocks and digital businesses, this episode is packed with firsthand insight you won’t want to miss. Topics Discussed in this episode: Nathan’s background and how he ended up flipping sites (02:19) What Nathan looks for in an acquisition (05:47) How the algorithm updates affected Nathan’s sites and how to thrive moving forward (07:32) Nathan’s growth plan for his newly acquired business (12:35) The best online business models to invest in right now (21:10) Nathan’s experience taking over an existing business (22:36) Nathan’s advice for non-technical buyers looking to acquire a business (24:28) The ROI of buying digital businesses vs buying stocks(27:12) Nathan’s Questions for Greg How is Greg seeing affiliate sites manage the current SEO and AI environment (30:42) What strategies are people using to diversify beyond SEO? (42:08) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter Dividend Watch Semrush Uber Suggest Google Keyword Planner Sit back, grab a coffee, and discover whether investing in affiliate sites is still worth it.  

AI is changing SEO as we know it. But what does this mean for SEO agencies?That is what Jerry Chen, Founder of ECF Marketing, joins us to discuss. Jerry brings his experience in SEO and marketing to unpack how AI is disrupting the traditional agency model. He predicts that as AI tools become more advanced, many marketing services, especially lower-ticket ones, will become cheaper and more commoditized as these tasks are increasingly fulfilled by AI agents. Agencies that fail to adapt may struggle, but those that evolve can thrive. It’s not all doom and gloom. As AI helps to reduce workloads and overheads, Jerry reminds us that it's only a matter of time until we see the first single-person unicorn. A business that hits at least a billion dollars in revenue, operated by one person and a bunch of AI agents. Greg and Jerry also explore the growing importance of personal branding. As AI-generated content floods the market, genuine human connection and authenticity will be what sets winning brands apart. If you're in digital marketing, run an agency, or want to stay ahead of the AI curve, this episode is a must-listen. Tune in to hear how AI is reshaping SEO, and what savvy entrepreneurs are doing to stay competitive. Topics Discussed in this episode: Jerry’s background: From rocket science to SEO (03:00) The future of SEO in the age of AI (18:06) The traditional SEO agency model is dying (27:12) Why personal branding and human connection with your audience are so important (33:50) Jerry’s AI agency (38:06) Taking content repurposing to a whole new level with AI (48:58) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter ECF Marketing Jerry’s LinkedIn Sit back, grab a coffee, and explore how AI is transforming SEO agencies!  

If you’ve ever had to deal with fake reviews sabotaging your Amazon business, you know how damaging and frustrating it can be. That’s why Shane Barker created TraceFuse, an AI-powered platform that helps Amazon sellers detect and remove negative reviews that violate Amazon’s policies, without you having to lift a finger. In this episode, Shane joins us to discuss how TraceFuse came to life, as well as a behind-the-scenes look at how Amazon’s rating and review system really works. We dive into how to spot fake reviews, the consequences of letting them slide, and which niches are the biggest targets for fake review attacks. According to Shane, “Reviews are the core of Amazon. They not only affect sales, they also affect your Best Seller ranking and your star rating. We’ve seen people lose anywhere from 10% to 50% of their sales because they dropped from 4.3 to 4.2 stars. If you're a seller, you need to really focus on reviews. They’re the biggest thing you've got going.” Shane also shares some of the most surprising, and occasionally bizarre, fake reviews he’s come across, and walks us through the difference between the traditional manual reporting process and the streamlined system TraceFuse offers. If you’re an Amazon seller looking to protect your brand, improve your ratings, and fight back against unfair review tactics, this is an episode you don’t want to miss. Topics Discussed in this episode: Shane’s background and the origins of TraceFuse (02:40) How the rating and review system on Amazon works (07:11) How to identify fake reviews (10:58) The consequences of fake reviews (19:39) The niches that are most targeted by fake review attacks (21:48) The most surprising reviews Shane has seen (27:38) The manual process for reporting fake reviews vs the TraceFuse process (31:36) White hat vs grey hat reputation management (35:55) The RIO Shane has seen for his clients by removing fake reviews (40:32) Mentions:  Empire Flippers Podcasts Empire Flippers Marketplace Create an Empire Flippers account Subscribe to our weekly newsletter TraceFuse Amazon Review Checker Smart Scout eCom Engine Sit back, grab a coffee, and learn how to manage fake Amazon reviews!