E-commerce & consumer
Build e-commerce & consumer growth that actually pays back.
E-commerce growth is easy to chase. Sustainable growth in DTC means knowing which products, channels, and users drive margin. We help brands figure out the difference.
E-commerce & consumer founders we’ve partnered with
Why founders in e-commerce & consumer build with Propeller
Best-selling products aren't always the most profitable. Customer economics shift by channel, and revenue doesn't always mean cash in the bank. E-commerce finance requires real-time unit economics, and most finance teams are working with last month's data.
We bring you full-stack teams who've scaled hundreds of DTC brands. We handle bookkeeping, forecasting, and cash management, while you get clarity on which channels and products pay back and where to double down.
How our embedded teams support e-commerce & consumer brands.
From monthly accounting to cash forecasting, financial expertise that helps you scale profitably.
Strategy
Scale your finance operations
Create budgets, manage banking relationships, and build financial infrastructure that grows with revenue.
Operations
Handle monthly accounting
Bookkeeping and month-end close that keeps your financials current as the business grows.
Cash management
Forecast revenue and cashflow
Model your revenue, cash needs, and profit margins so you know what's coming before it hits the bank.
Cash management
Manage debt and working capital
Structure financing that supports inventory, marketing spend, and seasonal demands without straining cash flow.
Strategy
Track channel performance
Understand which acquisition channels and products drive real profit, and where your marketing dollars work hardest.
Strategy
Prepare for exists or acquisitions
Build financials that hold up under due diligence. We structure your business to attract buyers and negotiate from strength.
Built for e-commerce & consumer brands.
Eighteen years of financial infrastructure for the brands that built this industry.
261
Clients served
3
E-commerce unicorns
$3B
Capital raised
$11B
Enterprise value created
“As Weezie has grown from a DTC startup into a more complex omnichannel business, Propeller has grown right alongside us. They provide the accounting rigor and financial foundation we rely on every day, while also bringing the strategic perspective to help us benchmark our performance, identify trends, and make thoughtful, long-term decisions.”
Lindsey Johnson
CEO and co-founder, Weezie
YoY growth
114%
Ranking in Inc 5000 fastest-growing company index
2,756
Weezie • Finding success through careful, steady growth
Profitable by Design: Weezie's Multi-Year Journey with Propeller
Ready to build something remarkable?
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1,500+
Clients served
18+
Years of experience
26
Unicorns partnered with
$100B+
Enterprise value created
$29B
Raised by clients
230+
Exits
1,500+
Clients served
18+
Years of experience
26
Unicorns partnered with
$100B+
Enterprise value created
$29B
Raised by clients
230+
Exits
FAQs
Questions your board will ask.
A fractional CFO is one person, part-time, with no team behind them. Propeller's embedded teams put a full finance function — CFO, FP&A, controllership, and accounting support — inside your company, working in your weekly rhythms and board prep from day one.
Fractional relationships reset when the person's calendar fills up or they move on; embedded teams are built to scale with you from seed to exit. The distinction isn't semantic, it's structural: you're not renting hours, you're building institutional memory that compounds.
AI can accelerate bookkeeping, but it can't yet run it unsupervised: when it comes to finance, 95% accuracy still isn’t good enough. Propeller's teams use finance-grade AI to handle data aggregation and pattern recognition, but every output is validated by people who know your business well enough to catch what the algorithm misses. The result is bookkeeping that's faster because of AI and accurate because of human judgment, not one or the other.
Context is what lets a finance team anticipate a problem instead of just reporting it after the fact. A CFO who's been in the room for your last three board meetings will catch a cash flow issue before it becomes a crisis; a new hire reading last quarter's reports won't. Propeller's embedded model is built around this: the longer we work inside a company, the more we understand its business logic, its decision patterns, and its blind spots — which is why context, not headcount, is the real asset.
The moment you ask this question you likely need more than a single hire can provide. Propeller provides an embeded CFO, FP&A, controllership, and accounting support working together, typically running 20-35% less expensive than a full-time CFO hire alone. Instead of choosing between "not yet" and "one very expensive person," you get the full function at the stage where you actually need it, and years before a solo hire would make financial sense.
Propeller works with venture- and growth-stage companies from seed through exit, typically in the $5M–$300M+ revenue range, with teams that flex up or down as you scale. Engagements run month-to-month rather than requiring a fixed minimum term, so the team you start with at Series A isn't the team you're stuck with at Series C.
