Lender review · Revenue-based finance for e-commerce
Wayflyer
- Reviewed May 2026
- Editor Oliver Mackman
- Companies House 12294939
- Methodology Public
Revenue-based finance built for D2C, Shopify, and Amazon sellers. Founded in Dublin in 2019, now operating across UK, US, and EU. Underwriting plugs into store data and ad accounts rather than relying on accounts filed at Companies House, so newer e-commerce brands clear faster than they would with a high-street term loan. Repaid as a fixed percentage of daily revenue. Fixed-fee model so the cost is known up front; effective APR varies with sales speed.
Director, BestBusinessLoans
Oliver leads BestBusinessLoans's editorial reviews and methodology. With a background in UK commercial finance, he oversees lender research, rate verification and review independence.
Last reviewed: 8 May 2026
At a glance
- Product
- Revenue-based finance for e-commerce
- Ticket size
- £10k to £20m
- Typical rate
- Fixed fee 2% to 8% of advance
- Decision time
- 24 to 48 hours
- Soft search at quote
- Yes
- Limited companies only
- Yes
- FCA regulated
- No
- Companies House
- 12294939
- Founded
- 2019
Scores against our methodology
- Rate transparency4/5
- Eligibility clarity4/5
- Decision speed5/5
- Decline handling4/5
How Wayflyer works
Wayflyer operates as a revenue-based finance for e-commerce provider in the UK SMB market. Revenue-based finance built for D2C, Shopify, and Amazon sellers. Founded in Dublin in 2019, now operating across UK, US, and EU. Underwriting plugs into store data and ad accounts rather than relying on accounts filed at Companies House, so newer e-commerce brands clear faster than they would with a high-street term loan. Repaid as a fixed percentage of daily revenue. Fixed-fee model so the cost is known up front; effective APR varies with sales speed.
The product mechanic is straightforward in shape but the underwriting is sector-specific. Tickets sit in the £10k to £20m band, decisions land within 24 to 48 hours, and the published rate range is Fixed fee 2% to 8% of advance. Soft search at quote means no impact on your credit file at the eligibility stage. Like most UK lenders to limited companies, the standard SMB lending sits outside the FCA perimeter.
Where Wayflyer fits best: shopify and amazon sellers, inventory and ad-spend funding, high-growth d2c brands. Where it does not fit: b2b service businesses, pre-revenue startups, non-e-commerce retail.
Pricing examples
Worked examples using Wayflyer's published rate range (Fixed fee 2% to 8% of advance). Simple-interest approximation, mid-band rate. Real offers will differ and should be confirmed on the lender quote.
| Ticket | Term | Estimated total cost | Approx monthly |
|---|---|---|---|
| £25,000 | 24 months | £27,500 | £1,146 |
| £50,000 | 36 months | £57,500 | £1,597 |
| £100,000 | 48 months | £120,000 | £2,500 |
Indicative only. Confirm on a Wayflyer quote.
Eligibility
- Trading time: typically 12 to 24 months minimum for the cleanest pricing.
- Turnover floor: not always published. As a working figure, expect a £100k+ turnover requirement for term loans of £50k+. Smaller tickets and MCA structures have lower floors.
- Sector exclusions: B2B service businesses; Pre-revenue startups; Non-e-commerce retail.
- Credit profile: Clean credit preferred; older satisfied items often acceptable.
- Company structure: Limited companies only.
- Best fit: Shopify and Amazon sellers; Inventory and ad-spend funding; High-growth D2C brands.
Pros
- + Underwrites on Shopify, Amazon, and Stripe data; trading history of 6 months can be enough.
- + Repayments flex with sales; quiet weeks cost less.
- + Decisions in 24 to 48 hours once data is connected.
- + Fixed fee disclosed at offer; no compounding interest.
Cons
- − E-commerce only; service businesses and B2B will not qualify.
- − Fixed fee converts to a high effective APR if revenue grows fast and the advance repays quickly.
- − Funds restricted to inventory or marketing spend on most products.
Best for
- · Shopify and Amazon sellers
- · Inventory and ad-spend funding
- · High-growth D2C brands
Weak at
- · B2B service businesses
- · Pre-revenue startups
- · Non-e-commerce retail
When to use Wayflyer
Use Wayflyer when
Your application matches the best-fit profile: shopify and amazon sellers, inventory and ad-spend funding, high-growth d2c brands. The published ticket range (£10k to £20m) covers your ask, the decision speed (24 to 48 hours) fits your cash-gap timeline, and the rate range (Fixed fee 2% to 8% of advance) is acceptable to you given your credit profile. Soft search at quote means there is no downside to running an eligibility check before committing.
Do not use Wayflyer when
Your profile sits in the weak-at list: b2b service businesses, pre-revenue startups, non-e-commerce retail. Wayflyer will likely decline, and the decline itself can sit on broker records for 90 days. If you have any of these flags, route directly to a specialist (post-decline lender, MCA against card flow, asset-backed alternative) rather than using Wayflyer as a screen.
FAQs
What is the minimum trading time for Wayflyer?
Wayflyer typically asks for 12 to 24 months of trading. Newer businesses can sometimes qualify against alternative underwriting (card flow for MCA, asset security for asset finance), but the cleanest pricing tends to require two full sets of accounts.
Does Wayflyer require a personal guarantee?
Most UK SMB lenders require a personal guarantee from at least one director. Wayflyer is no exception in the standard case. The few exceptions: asset-backed lending where the asset itself stands as security, and a small number of MCA structures where card flow is the underwriting basis. For revenue-based finance for e-commerce specifically, expect a PG to be requested.
How fast does Wayflyer fund?
Wayflyer quotes 24 to 48 hours for an underwriting decision. Funding to bank account typically follows within one to three working days of acceptance, subject to KYC, signed documents, and (where applicable) registration of any debenture or charge.
What rate should I expect from Wayflyer?
Wayflyer's published range is Fixed fee 2% to 8% of advance. The headline number is rarely the offered number. Rate transparency on this lender scores 4/5 in our methodology. Expect the cleaner end of the band only if you have 2+ years of trading, clean credit, and turnover comfortably above the lender's stated floor.
What happens if Wayflyer declines me?
If Wayflyer declines, you have three realistic next steps. First, ask for the decline reason in writing, most reputable UK lenders will tell you. Second, route the application to a specialist post-decline lender (Bizcap, JPM Capital, Bolton Finance) where credit issues are the constraint, or to an asset-backed alternative where security is available. Third, use a broker panel to fan the application across the lenders most likely to accept your specific decline reason. Wayflyer scores 4/5 on decline handling in our methodology.
Where to apply
Apply directly via www.wayflyer.com, or use our free quote form to be matched across the UK broker panel most likely to approve your specific profile, not just Wayflyer.
Specialty alternatives
See all lender reviews for alternatives.
Reviewed by Oliver Mackman, Director. Last reviewed: 8 May 2026. Lender website: www.wayflyer.com.