If you're not from the digital side, four free checks on an ecom brand's marketing before you sign, no seller access needed: 1. Organic concentration. A quick keyword lookup (SimilarWeb, or a limited free Semrush query). If two or three keywords carry the organic, one algorithm update wrecks the quarter. 2. Branded search trend. The brand name in Google Trends over 24 months. Flat or falling demand is the truth the ad numbers hide. 3. Channel dependency. If nearly everything comes through one paid channel, they're renting customers. 4. Review authenticity. Sort by date. A burst of five stars, then silence is a signal, not a strength. All of it before LOI, none of it in the QoE. What would you add? And if you're mid-deal and want a second read, comment with the category or DM me.