What GMC stores actually sell for
How GMC Marketplace publishes completed sale comps — sale price against asking price, days on market, profit bands — and how to read them without over-reading a small sample.
The most common question from both sides of a deal is the same one: what is this actually worth? The only answer worth anything is what comparable stores sold for, which is why completed deals here are published as anonymised comps rather than kept as private evidence.
What a comp contains
- Niche, business country and platform.
- Merchant Center age at the time of sale.
- Monthly profit as a band, or “Not disclosed”.
- Asking price, sale price, and the sale as a percentage of ask.
- Days on market, and the month the deal completed.
What a comp never contains is who was involved. No buyer or seller identity, no domain, no chat contents, no agreement details, no payment information. That is the same privacy rule the rest of the platform runs on, and it is why comps can be published at all.
How to read them honestly
The percentage-of-ask column is the most useful and the most abused. It tells you how much of their number sellers held on to, which is a fact about pricing discipline as much as about demand. A row at 100% may mean the store was priced correctly; a row at 45% usually means it was not.
This is a sample from one marketplace, not the market. Read the closest half-dozen rows and the medians for your niche and country. Do not build a valuation on a single comp, and do not treat a median as a price you are owed.
Why we exclude some data
Comps start from a fixed date so that an early bulk import of historical listings does not contaminate the record, and the days-to-sell statistic ignores rows from that same import window. Numbers that would flatter us but mislead you are worth less than a smaller honest sample.
Questions
Are these asking prices or real sale prices?
Real ones. A comp is a completed deal on this marketplace, and the sale price shown is the price recorded on that deal. Where a completed price was never recorded, the row still appears as a completed deal but without a sale price rather than with an estimate.
Why do some rows say “Not disclosed” for profit?
Because the seller did not provide a monthly profit figure. Profit is shown as a band rather than an exact number so the comps stay useful without republishing a specific seller’s numbers, and a store with no figure is shown as undisclosed rather than as zero.
How is “days on market” counted?
From the listing going live to the deal completing. Very old bulk-imported rows are excluded from that statistic and unusually long tails are capped, so the typical figure reflects normal listings rather than one store that sat for a year.
Can I use these to value my own store?
As a starting point, not an appraisal. The honest use is directional: find the rows closest to your niche, country, platform, age and profit band, and see what percentage of asking price those sellers actually achieved. Then read the pricing guide.
Related guides
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