Making Sense of the Mess–Real Talk on Ecommerce Accounting in 2026 

Learn how leading D2C brands are tackling reconciliation chaos, data drift, and hidden risks in ecommerce accounting.

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Missed the Live Session? No problem, you can still catch the full conversation

Thanks for downloading the State of Ecommerce Accounting 2026: Hidden Risks, Real Signals report.

If you missed the live virtual event, you can now watch the full conversation on YouTube. It covers a candid, data-backed discussion on what’s really happening inside ecommerce accounting and what it means for your day-to-day workflow. Hosted by Blue Onion and sponsored by our partners at Withum.

This wasn’t another generic “best practices” session. It was an honest conversation from the people who spend every day cleaning, reconciling, and clarifying ecommerce data.

Catch the full replay to hear the insights, examples, and real-world challenges that surfaced during the discussion.

👉 Watch the full webinar on YouTube

 

What We Covered:

  • 📊  The biggest reconciliation traps we see across Shopify, Amazon, and TikTok and what causes them
  • ⚙️  Where data drift starts (and how to catch it early)
  • 💡  How top D2C accountants are adapting their close processes to messy, multi-platform realities
  • 📈  Benchmarks and insights from hundreds of ecommerce accounting teams

 

Our speakers

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Lonnie Bloom

Lonnie is an auditing Partner at Withum with more than 10 years of public accounting experience. He specializes in the technology industry with client concentrations in E-commerce, SaaS, Ad-tech, and Digital Media Services for both private and public clients. He is an active member of the Firm’s Technology and Emerging Growth Services Team and Co-Leads the Firm’s E-Commerce Sector.

He has extensive professional accounting experience dealing with complex equity transactions, revenue recognition issues, inventory accounting, stock‐based compensation, beneficial conversion features, warrant analysis, software capitalization, and derivative instruments. Lonnie consults on a variety of complex accounting issues including revenue recognition standards (ASC 606), implementation and accounting for equity-based awards, and business combination accounting.

ie is an auditing partner with more than 10 years of public accounting experience. He specializes in the technology industry with client concentrations in E-commerce, SaaS, Ad-tech, and Digital Media Services for both private and public clients. He is an active member of the Firm’s Technology and Emerging Growth Services Team and Co-Leads the Firm’s E-Commerce Sector.

He has extensive professional accounting experience dealing with complex equity transactions, revenue recognition issues, inventory accounting, stock‐based compensation, beneficial conversion features, warrant analysis, software capitalization, and derivative instruments. Lonnie consults on a variety of complex accounting issues including revenue recognition standards (ASC 606), implementation and accounting for equity-based awards, and business combination accounting.

Lyndsey Bunting

Lyndsey Bunting

Lyndsey Bunting is CEO and Co‑Founder of Blue Onion, bringing deep finance and accounting expertise from her previous roles as VP of Finance at Birchbox and CFO at Resonance . She built Blue Onion to solve real-world reconciliation challenges—ensuring clean, trustworthy data as the foundation for automation . Lyndsey is passionate about how AI and flexible, builder-centric systems can unlock next-level capabilities without sacrificing trust in the numbers.