Flippa Review: The Honest Truth About Buying and Selling Online Businesses

If you're looking to buy or sell a website, app, or online business, Flippa is probably on your radar. It's the largest marketplace in this space, and it's been around since 2009. But is it actually worth using?

Short answer: Yes, but with serious caveats. Flippa is legit and has facilitated over $1 billion in digital asset sales. However, it has a well-earned reputation for hosting low-quality listings and outright scams. You need to know what you're getting into.

I've dug into the platform, analyzed the fee structure, and compiled insights from experienced buyers and sellers. Here's what you need to know before listing or buying on Flippa.

What Is Flippa?

Flippa is an online marketplace where people buy and sell websites, e-commerce stores, SaaS businesses, apps, and domain names. Think of it like eBay, but for digital assets instead of physical products.

The platform has over 3 million registered users and claims a buyer pool exceeding 2 million people. It's the go-to destination for small to mid-sized online business transactions, particularly for deals under $250,000.

Unlike traditional business brokers who cherry-pick which businesses they'll represent, Flippa is open to almost anyone. You can list starter sites with zero revenue, established businesses making six figures, or anything in between. This openness is both a strength and a weakness.

What Can You Buy and Sell on Flippa?

Flippa supports a wide variety of digital assets:

Listings range from a few hundred dollars for starter sites to multi-million dollar acquisitions. In 2022, a portfolio of Singapore-based mobile apps sold on Flippa for $35 million – the platform's largest transaction to date.

Flippa Pricing and Fees

This is where Flippa gets complicated. The fee structure has multiple components, and the total cost depends on your listing package and sale price.

Listing Fees (Paid Upfront)

You pay this regardless of whether your business sells:

Success Fees (Paid When You Sell)

This is a percentage of your final sale price:

So if you sell a site for $50,000, you're looking at $5,000 in success fees plus your listing fee. That's competitive compared to traditional brokers who charge 8-12%, but it adds up.

Brokered Listings

For businesses valued at $100,000+, Flippa offers a managed brokerage service. This costs $999 upfront (non-refundable) for a 9-month term, plus success fees ranging from 3-8%. You get a dedicated advisor, but you're also locked into their process.

Buyer Fees

Buyers can browse for free, but Flippa offers a Premium membership for $49/month. Premium members get early access to new listings – 21 days before everyone else. If you're serious about acquisitions, that head start can matter.

There are also escrow fees when you complete a transaction. Flippa integrates with Escrow.com and offers a 20% discount on their standard rates. Expect to pay 0.89% to 3.25% of the sale price for escrow protection.

The Good: Why People Use Flippa

Massive Audience

Flippa gets over 600,000 website searches monthly from buyers looking for digital assets. When you list, your business gets in front of a large pool of potential acquirers – from individual entrepreneurs to private equity firms.

Low Barrier to Entry

Unlike Empire Flippers or FE International, which have strict requirements (typically $5K+ monthly profit), Flippa accepts almost any listing. This makes it the only real option for selling smaller sites or pre-revenue projects.

User-Friendly Platform

The listing process takes 5-10 minutes. Buyers can filter by asset type, revenue, traffic, asking price, and more. The interface is intuitive, and Flippa provides tools for messaging, scheduling calls, and managing offers.

Built-in Escrow

The integrated escrow service protects both buyers and sellers. Money stays in escrow until the business transfer is complete and verified. This significantly reduces fraud risk during the actual transaction.

Verification Options

Sellers can connect Google Analytics and revenue sources to verify their claims. For listings over $50,000, Flippa performs due diligence to verify traffic and revenue data. This adds credibility to legitimate listings.

The Bad: Flippa's Real Problems

Scams Are Common

This is Flippa's biggest issue. The open marketplace model means anyone can list almost anything. And plenty of people list garbage – inflated traffic numbers, fake revenue screenshots, and sites built specifically to be flipped with manipulated metrics.

Flippa doesn't verify listings under $50,000. That's the majority of listings on the platform. You're responsible for your own due diligence, and many buyers learn this lesson the hard way.

Quality Control Is Minimal

Because there's no curation, you'll spend a lot of time sifting through junk to find legitimate opportunities. Some experienced buyers recommend filtering for sites earning $1-$500/month to find more genuine listings – the really profitable-looking ones at low multiples are often too good to be true.

Tire Kickers and Lowballers

Sellers often complain about the buyer quality. Many inquiries come from people who have no real intention of purchasing or who make unrealistic lowball offers. You'll spend time answering questions from people who were never serious.

Competition for Good Listings

When a genuinely good deal appears, it gets flooded with interest. Premium members who get early access often snap up the best opportunities before regular users even see them.

No Migration Support

Unlike full-service brokers, Flippa doesn't help with the actual business transfer. You and the buyer are responsible for migrating the website, transferring accounts, and handling all the technical details. If something breaks during transfer, that's on you.

How to Avoid Scams on Flippa

If you're buying on Flippa, these practices will save you from costly mistakes:

  1. If it looks too good to be true, it is. A site claiming $5K/month revenue with a $10K asking price is probably lying about something.
  2. Verify everything independently. Request read-only access to Google Analytics, payment processors, and ad networks. Don't trust screenshots.
  3. Check site age. Avoid anything under a year old. Newer sites haven't proven long-term viability and are easier to manipulate.
  4. Ask lots of questions. Honest sellers are happy to provide information. Evasiveness or excuses are red flags.
  5. Look at the seller's track record. Check reviews from previous transactions. New sellers with no history require extra caution.
  6. Consider paid due diligence. Flippa offers due diligence reports, or you can hire third-party services. For any significant purchase, professional verification is worth the cost.

Flippa Alternatives

Flippa isn't your only option. Depending on your budget and needs, these alternatives might be better fits:

For sites valued under $50K, Flippa is often your best option despite its flaws. For larger deals, the premium you pay for a quality broker is usually worth it.

Who Should Use Flippa?

Flippa Works Well For:

Flippa Is Probably Not Right For:

How Long Does It Take to Sell on Flippa?

According to Flippa's data, median closing times vary by deal size:

These times include matching with buyers, negotiation, due diligence, and completing the transfer. Your mileage will vary based on your listing quality, pricing, and how responsive you are to inquiries.

The Bottom Line: Is Flippa Worth It?

Flippa is a legitimate platform that fills an important gap in the market. For buying and selling smaller online businesses, it's often the only realistic option. The massive buyer pool, low listing fees, and escrow protection make it functional.

But go in with your eyes open. The platform has real problems with listing quality and scams. Buyers need to do thorough due diligence on every potential purchase. Sellers need patience to deal with tire-kickers and lowball offers.

If you're selling, Flippa gives you access to the largest audience of potential buyers. Just price realistically and verify your data so legitimate buyers take you seriously.

If you're buying, there are genuine opportunities on Flippa – but you have to sift through a lot of garbage to find them. Never skip due diligence, no matter how good a deal looks.

Try Flippa →

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