“We’re making sales every day… but the account is always empty”

That’s what one Irish Shopify seller told me during a Check-Up Call — and I can’t count how many times I’ve heard some version of that same sentence.

Revenue? Great.
ROAS? Strong.
Orders? Flying out the door.

But the cash in the bank? Always trailing behind.

Here’s what we uncovered together — and it’s a pattern I see over and over again.

The Real Reason Shopify Sellers Struggle with Cash Flow

Most of the time, it’s not a spending problem.

It’s a timing problem.

Shopify sellers aren’t reckless — they’re just juggling three major pressure points that don’t line up neatly:

1. Ad Spend Hits First

Meta ads and influencer campaigns are billed in real time — before the sale clears or the payout lands.

2. Stock Arrives in Bulk (with VAT Due Immediately)

Big supplier orders + VAT payable on import or invoice. You often pay weeks before that stock sells.

3. Shopify Payouts Lag by Days (or More)

Most sellers don’t realise how much this delay throws off their cash flow. You make the sale… but can’t touch the cash yet.

So even when everything is profitable on paper, you’re constantly out of sync.

And when you don’t have visibility into that timing?
You can’t plan. You just react.

What This Looks Like in Real Life

One seller I worked with had great numbers:

• €80K revenue/month

• €15K in Meta ad spend

• €30K in inventory every 6–8 weeks

• Shopify payouts landing 3–5 days after sales

But every time VAT or payroll came due, they were short.
They weren’t failing — they were just flying blind.

Here’s how we fixed it (without fancy tools or overwhelming spreadsheets):

✅ We mapped the timing of cash in vs cash out
✅ We created a simple weekly cash flow snapshot
✅ We built a small buffer target for VAT + ad spend

Now?

She knows exactly what’s safe to spend — and what’s already spoken for.

Her words?

“I used to feel panicked every time I saw the ad invoice hit. Now I know it’s covered. I feel in control again.”

The Consequences of Not Getting This Right

When you don’t have a cash flow rhythm that reflects how money actually moves through your store:

❌ You hesitate to invest in growth
❌ You underpay yourself — or worse, drain the account
❌ You end up holding back, even when sales are strong
❌ You get hit with surprise VAT or tax bills

It’s not about how much money you make — it’s about whether it’s in the right place, at the right time.

How to Start Fixing It (This Week)

If this feels uncomfortably familiar, here are three steps you can take right now:

✅ 1. Track your cash timing, not just totals

Look at when money leaves the account — and when payouts arrive. Plot it over a 2–4 week window. Even a Google Sheet will do.

✅ 2. Build a basic buffer

Aim for a starting buffer of €3–5K to cover ad spend, VAT, or stock. It doesn’t have to be perfect — it just needs to be there when timing gets tight.

✅ 3. Check in weekly

Cash flow isn’t a once-a-year report. It’s a habit.
Take 10 minutes every Friday to check your cash in, cash out, and what’s safe to spend.

Final Thoughts: You Deserve to Feel in Control

Cash flow chaos doesn’t mean you’re doing something wrong.

It just means your current systems haven’t caught up with your growth.

With a little visibility, a weekly rhythm, and one or two smart tweaks, you can stop second-guessing and start leading with clarity.

Because this business you’ve built?
It should feel exciting — not stressful.

Want help getting started?

I offer a free 20-minute Check-Up Call for Irish Shopify sellers. We’ll look at your current setup and map out one quick win to help you feel more in control of your cash.

👉 Click here to book