In this episode of the Future Tax Podcast, Sebastian Thalhammer sits down with Pete Moran (co-founder & CTO of Link My Books) to unpack what “knowing your numbers” really means for e-commerce sellers — and why most businesses (and even many accountants) still get it wrong.You’ll hear the behind-the-scenes story of how Pete built Link My Books out of his own Amazon FBA pain, what typical bookkeeping mistakes look like in practice, and how VAT/tax jurisdictions and fee structures can quietly destroy your margin when your data isn’t mapped correctly.From there, the conversation zooms out: what’s changing in e-commerce right now (TikTok Shop, Temu, aggregators, Chinese competition), what separates businesses that scale from those that churn, and why accountants who embrace automation can move up the value chain into strategic advisory — faster than they think.Key themes include:- The “$10k payout ≠ $10k sales” trap and why it matters for VAT and profitability- Why spreadsheets and summary journals fail for marketplaces like Amazon- How the right tooling turns e-commerce accounting from “scary” into scalable- Why niche mastery (and understanding local buyer behavior) is an unfair advantage- The one habit Pete recommends to every business owner right now: use AI dailyIf you’re building an e-commerce business — or advising e-commerce clients — this episode is a practical, candid look at what’s really going on behind the numbers.Links & resources- Link My Books: https://linkmybooks.com- Future Tax Collective (for Austrian tax advisors & accountants): https://futuretaxcollective.comChapters00:00 Intro & why “know your numbers” is business 10102:05 The real bookkeeping problem in e-commerce (sales, fees, VAT, jurisdictions)05:55 Why “summary entries” break VAT correctness (and Making Tax Digital pressure)08:35 Common mistakes sellers make — even with accountants10:45 How Link My Books started (built from the founders’ own Amazon pain)13:20 Core markets (UK/US/AU) and why the EU is different15:05 What changed after the Visma acquisition (security, best practices, AI)16:40 Where e-commerce is heading: TikTok Shop, Temu, and changing buyer behavior20:20 What separates winners from churn (cash flow, differentiation, barrier to entry)24:40 Accountants: why many avoid e-commerce — and why that’s a missed opportunity30:40 The “strategic advisor” shift: from bookkeeping to profit conversations35:30 Build a network/mastermind to escape the silo (and spot opportunities)43:10 Niche advantages & local market psychology (UK vs Germany example)55:10 Pete’s No 1 software recommendation: use AI (daily)56:40 Wrap-up & where to learn more
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