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Understanding the Basics of Net Cash Flow: A Guide

It is essential for all business owners to get an indication of how their venture is doing, as they won’t be able to strategise their next few steps if they do not know where they currently stand. In such a case, a business may either overspend money that they don’t even have or save up on cash that they already have in excess if they aren’t aware of their current cash flow.

Understandably, the term cash flow may sound new to start-up entrepreneurs, especially those who hire accountants to handle all the numbers for them. However, it is also advisable for a business owner to know about them since it provides an in-depth look into the company’s current situation—failing to analyse them may result in business errors in the future.

What Is a Cash Flow?

Cash flow determines the profitability of a company. Your accountant or bookkeeper may need to monitor this from time to time since it will tell them whether or not your venture is spending way more money than it earns.

If your business strategy is working, chances are, you will have more sales for the month, resulting in your earnings being bigger than your expenses. However, if your venture is experiencing the blow of the economy, it may need to spend more money just to stay afloat, with no profits or additional customers to support it.

What Is the Importance of a Cash Flow to a Business?

It may seem like a simple indicator of earnings and losses, but in reality, the cash flow provides more helpful information that the business can use to its advantage. The following are just a few examples of its benefits:

It Gives a Clear Indication of the Business Goals

What will your business strategy be for this month? Are you going to spend more on the digital marketing aspect, or perhaps hold back on your advertisements? Has your company reached its predicted number of new leads and customers for this month? These questions can be answered by your cash flow as well. Simply put, it enables you to see opportunities that you were not able to grab before.

It Enables You to See Habits

It may not seem like it, but cash flow is also a good indicator of your customer’s habits and preferences. For example, even if the business strived hard last month to reach its goal, the number of customers you had were still subpar, compared to the ones you got the months before that.

This isn’t a failure on your part but rather a sudden shift in the trend. What your customers preferred back then may have changed along the way, much so, their spending habits and needs.

Do not let the lack of quota get to you, as even the most established industry would sacrifice a month of failed cash flow just to get a clear understanding of what their customer currently wants.

It Gives You a Chance to Undersize

Sometimes, a cash flow may indicate if your company is spending more than it should. If you see a pattern of negative cash flow each month due to inefficient expenses, you may need to change your strategy and give up a few things holding your business back. Develop a new strategy that costs way less yet, still reaches your business benchmark.


Cash flow is an efficient tool and indicator that could significantly improve your company, so as long as you know how to utilise it. Monitoring your profits and losses, analysing your customer’s preferences, and eliminating expenses according to the result of your indicator may save your venture in the long run and bring it forward towards more leads and a higher profit.

Indeed, being able to analyse your cash flow would greatly benefit your business; however, the process itself is understandably tricky and challenging to follow at times. Luckily, we at The ECommerce Accountant are offering our eCommerce bookkeeping service to those willing to get ahead of the competition. Reach out to us today!

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