Multi-channel revenue, inventory & COGS, and sales tax across states — reconciled, reported, and decision-ready. Keel runs the finance function for growing e-commerce brands.
Since 2006 · 500+ companies served · $360M in client revenue managed annually
An e-commerce brand’s books fail differently. Payout deposits that net out fees, refunds, and chargebacks. Inventory bought months before it sells. Sales tax obligations quietly accumulating in a dozen states. Ad spend scaling faster than the margin it buys.
Generic bookkeeping records the deposits and calls it revenue. To run a brand you need channel-by-channel truth: what each SKU really earns after fees and returns, what inventory is really worth, and whether growth is funding itself — or eating cash to restock.
Keel has run the books for Southern California businesses since 2006 — including e-commerce and consumer-product brands — apparel, food, outdoor, and DTC — across San Diego County, Orange County, and greater Los Angeles. We know the local landscape, California payroll and compliance, and the operators your business runs alongside.
Headquartered in Oceanside — and because the whole engagement runs through your cloud stack and client portal, we serve companies anywhere in the country just as well.
Books structured around channels and SKUs, not just deposits.
The reports a brand actually runs on.
CFO judgment for the decisions that shape the brand.
We connect your storefronts, marketplaces, and shipping stack to your accounting so every channel reconciles — and the margins you see are real.
Shopify
WooCommerce
BigCommerce
ShipStation
Avalara
TaxJar
Webgility
QuickBooks
4Kinship
Autumn Headwear
BG Oil Middle East
Brink Surf
Cabo Chips
CocoWeb
Crime Surfboards
Flying Diamonds of CA
"The best thing about Dan is that he takes care of his clients. My needs are varied and Dan helps me think it through or knows the answer. And he gives it straight."
Travis Peterson · CEO, Joker Greeting
Every Keel client works from a live portal — executive summary, standard reporting, controller and CFO views, and workflows, refreshed on your service cadence. The demo shows the full Keel service stack; your portal is tailored to your engagement.
Explore the Demo PortalYes. We break every payout into gross sales, fees, refunds, and adjustments by channel — so revenue is real revenue, not a bank deposit.
Yes. We set up monthly inventory and COGS accounting — so margins are accurate every month, not corrected once a year at tax time.
Yes. We monitor nexus, run compliance through Avalara or TaxJar, and keep filings on schedule as you grow into new states.
Value-based and transparent — built from a published service catalog, not hourly billing. Build your own estimate in about two minutes. No contact info required.
A controller, once multi-channel volume makes the close and inventory accounting too complex for a bookkeeper. A CFO, when the decisions get bigger than the books: inventory financing, forecasting, and preparing the brand for a raise or sale.
A 60-minute call about your business, your books, and what a finance department would change. Or price it yourself first.
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