What is UpCounting?
UpCounting is an elite eCommerce accounting firm based in Montreal, Quebec, that positions itself as growth-focused accountants for online sellers. Their three co-founders—all CPAs—claim to have built Shopify stores from scratch and run Facebook Ad campaigns, using that operational experience to serve eCommerce brands on platforms like Shopify and Amazon.
Who It's For
UpCounting is explicitly designed for eCommerce entrepreneurs and brands selling on online marketplaces. Their ideal client is scaling a Shopify, Amazon, or similar storefront and needs more than a traditional accountant who sees commerce as a series of transactions rather than a growth system.
Their limited client intake model suggests they work with a small roster of clients at a time, which can be a fit for growth-stage eCommerce brands that want dedicated attention. However, this model also means capacity is constrained—if they are at capacity, intake may close.
Services Offered
UpCounting's service catalog centers on eCommerce accounting, bookkeeping, CFO services (specific to eCommerce), Amazon CPA services, and eCommerce tax management. They have leaned into the Amazon seller market with specific accounting expertise around Seller Central financials, FBA inventory, and marketplace fee structures.
Their eCommerce CFO service is a differentiator—positioning them above pure bookkeeping while staying focused on the nuances of online retail. However, as a small three-person founding team, the depth of CFO-level strategic support may be variable depending on engagement complexity.
Pricing & Plans
UpCounting does not publish pricing on their website. Given their boutique positioning and eCommerce specialization, pricing is likely custom-quoted based on sales volume, transaction complexity, and service scope. eCommerce businesses with high transaction volumes and multi-channel operations should expect a premium over basic bookkeeping rates.
Prospective clients should schedule a consultation to receive a custom quote. The limited client intake model also means pricing negotiations may be limited—UpCounting sets terms based on their capacity and specialization.
Key Strengths
UpCounting's first-hand operational experience in eCommerce is their most differentiated feature. Their founders claim to have built and run Shopify stores and Facebook Ad campaigns, meaning they understand the language of eCommerce operators—acos, repricing, FBA limits—not just the debits and credits.
The limited client intake model is a strength for clients who want focused attention. Rather than being a small account in a large firm's portfolio, UpCounting clients may receive more direct partner-level involvement.
Their Amazon-specific expertise (CPA services tailored to Seller Central) is valuable for businesses deeply embedded in the Amazon ecosystem, where generic accountants typically struggle with FBA accounting nuances.
Common Criticisms
As a small boutique with only three co-founders, UpCounting has limited scalability. If the firm hits capacity, response times and service depth may suffer. For fast-growing eCommerce brands that scale rapidly, the firm may not be able to grow with them.
Their geographic base in Montreal may create timezone and regulatory complexity for US-based eCommerce sellers who need accounting support aligned to US tax law and IRS requirements, not Canadian standards.
Pricing transparency is low—no public rates make it difficult to assess fit without a full sales process. Businesses that prefer to self-qualify based on published pricing will need to invest time in discovery calls.
How It Compares to Eagle Rock CFO
UpCounting is eCommerce-specialized; Eagle Rock CFO serves established businesses across industries ($5M–$50M revenue). UpCounting's co-founders are accountants and bookkeepers with CFO layer added; Eagle Rock CFO provides a complete finance office with dedicated accounting, controller, treasury, and CFO/FP&A through our outsourced accounting services, controller services, and treasury management."
For eCommerce brands that need deep Amazon and Shopify accounting, UpCounting offers niche expertise that generalist firms cannot match. However, for companies that need CFO-level strategic finance, FP&A, and board-level reporting alongside their accounting, Eagle Rock CFO's integrated team structure is more comprehensive.
Eagle Rock CFO's established processes and multi-industry experience means clients get a finance office partner with breadth across business models and growth stages, not just eCommerce-specific bookkeeping through our outsourced accounting services, controller services, and treasury management."
Key Takeaways
- •UpCounting is an eCommerce-specialized accounting firm with founders who claim operational experience building and running Shopify stores and Facebook Ad campaigns
- •Services cover eCommerce accounting, bookkeeping, CFO services, Amazon CPA, and tax management
- •Limited client intake model suggests a boutique, focused service experience—but constrained capacity
- •No public pricing; custom quotes based on volume and complexity; Montreal-based for a primarily US eCommerce market
- •Best suited for dedicated eCommerce brands, particularly Amazon and Shopify sellers, who need niche accounting expertise
- •Does not provide the full breadth of CFO/FP&A strategic services that a complete finance office offers
Frequently Asked Questions
What types of eCommerce businesses does UpCounting work with?
UpCounting works primarily with Shopify and Amazon sellers—online retailers operating in the eCommerce ecosystem. They have specific expertise in Amazon Seller Central financials, FBA inventory, and marketplace fee structures.
Where is UpCounting located?
UpCounting is headquartered in Montreal, Quebec, Canada. For US-based eCommerce sellers, this may introduce timezone differences and requires clarity on which tax jurisdiction the engagement covers.
Who are UpCounting's founders?
UpCounting has three co-founders: Abir Syed, Max Dadouche, and Jonathan Iacobo—all CPAs. They claim to have built Shopify stores from scratch and run Facebook Ad campaigns, giving them operational eCommerce experience beyond traditional accounting.
How does UpCounting's pricing work?
UpCounting does not publish pricing. Fees are custom-quoted based on sales volume, transaction complexity, and service scope. Prospective clients need to schedule a consultation for a custom quote.
What makes UpCounting different from a general accounting firm?
UpCounting's differentiation is eCommerce-specific expertise and operational experience. They understand eCommerce metrics (ACOS, repricing, FBA limits) in a way general accountants do not. Their limited client intake also suggests more focused attention than larger firms.
Can UpCounting support CFO-level strategic finance?
UpCounting offers an eCommerce CFO service, but as a small boutique with three founding partners, the depth and scalability of CFO-level strategic support may be limited compared to a dedicated finance firm with multiple senior professionals.
What is the limited client intake model?
UpCounting appears to work with a small number of clients at a time, giving each more focused attention. However, this also means capacity is constrained—if they are at capacity, new clients may not be accepted.
Is UpCounting suitable for service-based businesses?
No. UpCounting is explicitly positioned for eCommerce brands—product sellers on Shopify, Amazon, and similar marketplaces. Service-based businesses, B2B companies, and businesses outside the eCommerce ecosystem would likely not be a good fit.
See our outsourced controller services and accounting services for what that includes.
Ready to find your finance partner?
Eagle Rock CFO offers a complete outsourced finance office for growing businesses—accounting, controller, treasury, and CFO/FP&A under one roof. If you want a dedicated team that treats your finance function as a strategic asset, let's talk.