Your trusted partner
from startup, to growth, to sale of your specialty
ecommerce business
About us
Our firm specializes in partnering and advising on ecommerce specialty websites. The Mercent Advisory team has an extensive background in operating, building, and exiting small to mid-size ecommerce companies. We take a unique approach on each project by deeply analyzing and advising on the future financial viability of your company before engaging. This methodology we find allows for the greatest long-term success for your project.
Mercent Advisory offers an extensive suite of highly effective and cost-efficient services that can be leveraged to help your company reach your predetermined profitable financial goals.
After the initial evaluation is completed, a comprehensive plan inclusive of selected services is shared. The Mercent team will then work hand in hand with your company to implement and execute the agreed upon business strategy to achieve the desired outcome.
From business inception to rapid growth, to ultimately the sale of your ecommerce business, Mercent Advisory is your partner expert to help navigate the ever-changing ecommerce world.
Our Services
Mercent Advisory offers a comprehensive suite of services that can be customized to take you from startup to sale.
Financial Services
Our Fractional CFO’s will partner with management teams and implement a comprehensive financial solution.
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Budget creation, tracking and implementation inclusive of financial software suggestions
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Financial statement creation and monthly financial reporting
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Financial Management consulting
Business Strategy
Mercent Advisory’s consultative approach will work to help define and execute your company’s ecommerce strategy.
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Comprehensive market analysis
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3–5 year strategic business plan
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Advising on technology needs to scale operation
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CIM creation from startup to exit
Data Management
Using a custom built agentic driven data management tool our team can manage product catalogs from 1 SKU to 5 million SKU’s. Our self-learning tool will manage the most complex attributes in an efficient manner.
Order Management
Systems
Mercent Advisory owns a proprietary ecommerce adaptable order management system that aligns with most major ecommerce platforms. Designed to streamline order processing, inventory management, CRM and centralize all business reporting.
Customer Service/Sales
Mercent offers comprehensive sales and customer service back office support for your specialty ecommerce business. Our adaptable agents are available 24-7 and can handle any product category. Our team can be used for both inbound and outbound support as well as special projects.
Investment Banking Advisory
Mercent Advisory can assist in both helping your ecommerce business raise capital through principal investing or loan origination. Once your company has scaled and ready for sale, our banking network can help to position your company for exit and work tirelessly to assist in achieving the largest valuation.
Selected Work
Company Spotlight
Fractional CFO implemented a complete overhaul to accounting systems while decreasing fixed expenses by 11% while sales grew over 245%.
Agentic data management team increased SKU count from 6K to over 100K.
Mercent’s custom order management system allowed Vehicle Safety Supply to scale order count from 15 a day to over 250 orders per day with limited fixed expense increases.
Leadership
Daniel Pfeffer
CEO/FOUNDER
Daniel Pfeffer has an extensive track record of building and exiting specialty online retailers to both private equity sponsors and strategic investors. He has held multiple senior level positions at top internet retailers in a variety of categories. Previous experience includes roles as a Managing Director with New York investment bank Aleutian Capital Group and Senior Manager with Rakuten Advertising. Daniel holds an MBA and BA from the University of Colorado, Boulder.
Jonathan has spent over 20 years helping organizations bridge the gap between high-level business strategy and technical execution. As a data-driven executive, he excels at taking the messy, fragmented data environments common in e-commerce and high-growth sectors and turning them into streamlined, scalable operations. With a proven track record in post-acquisition data integration and cross-functional team alignment—spanning IT, Operations, and Research - he is passionate about empowering lean teams to professionalize their data operations and thrive in a data-driven culture. He holds a BBA from Baylor University and an MBA from the University of South Florida.
Manoj Prabhakar
CHIEF OF TECHNOLOGY
Manoj Prabhakar is a seasoned technology professional with over 15 years of experience in web development, software engineering, and digital solution delivery. He specializes in building, maintaining, and optimizing business-critical web platforms, with a strong focus on performance, reliability, and user experience. Combining extensive technical expertise with entrepreneurial experience, Manoj helps organizations leverage technology to streamline operations, strengthen their online presence, and support long-term business growth.
Jonathan Adhikari
AGENTIC DATA MANAGER
Dustin Amoroso
SALES TEAM MANAGER
With over 15 years of high-impact sales experience, Dustin Amoroso is a seasoned expert in bridging the gap between complex technical solutions and customer needs. Dustin’s career is defined by a deep mastery of telecommunications and strategic marketing, allowing him to drive growth and cultivate long-term client relationships.
Beyond his expertise in telecom, Dustin brings a specialized technical edge to the automotive industry. With extensive knowledge of automotive parts and a proficiency in the WeCad platform, he provides clients with data-driven insights and streamlined solutions. Dustin is dedicated to delivering excellence, leveraging his diverse background to help businesses navigate competitive markets and optimize their sales operations.
MJ Paynado
SENIOR MANAGER CUSTOMER SERVICE
With over a decade of dedicated expertise in customer service, MJ Paynado brings a wealth of experience, leadership, and operational excellence to the team. Over the past four years as Customer Service Manager at VSS, MJ has been instrumental in bridging the gap between seamless internal operations and outstanding client relations.
Known for a strategic approach to overall administration, MJ excels at building and nurturing strong, long-term relationships with vendors while ensuring day-to-day operations run flawlessly. Dedicated to driving satisfaction at every touchpoint, MJ is passionate about fostering a culture of support, efficiency, and trust for both clients and partners alike.
