23. June 2026
Why I Chose FreeAgent and Equali for My E-commerce Clients
As an e-commerce bookkeeper, choosing the right software stack is one of the most important decisions I make for both my business and my clients.
After working with a variety of accounting and reporting solutions over the years, I've chosen to partner with FreeAgentand Equali because together they provide a simple, efficient, and powerful solution for online sellers.
Why FreeAgent?
Many business owners believe accounting software has to be complicated. FreeAgent proves that it doesn't.
FreeAgent is designed with small business owners in mind, making it incredibly user-friendly while still providing the functionality needed to stay on top of your finances.
Easy for Business Owners
One of the biggest advantages of FreeAgent is its simplicity. The dashboard is clear, easy to navigate, and gives business owners a real-time view of their financial position without overwhelming them with accounting jargon.
Whether you're sending invoices, tracking expenses, monitoring cash flow, or preparing for tax deadlines, FreeAgent makes the process straightforward.
Great Support
Software is only as good as the support behind it.
FreeAgent consistently provides excellent customer support for both bookkeepers and business owners. Whenever help is needed, their support team is responsive, knowledgeable, and genuinely focused on finding solutions.
This means less time spent troubleshooting and more time focused on growing your business.
Free with NatWest and Mettle
One of the best-kept secrets for many small business owners is that FreeAgent is available at no additional cost when you have a NatWest or Mettle business bank account (subject to eligibility and the bank's current terms).
This can represent a significant saving each year while still giving you access to a full-featured cloud accounting platform.
For start-ups and growing e-commerce businesses, that's a huge win.
Why Equali?
E-commerce bookkeeping comes with unique challenges.
Sales data often comes from multiple channels, payment processors, and marketplaces. Understanding what is actually happening in your business requires more than just basic bookkeeping.
This is where Equali comes in.
Designed for E-commerce Businesses
Equali provides deeper insights into your business performance, helping turn raw financial data into meaningful information.
Instead of simply seeing sales figures, you can better understand profitability, trends, and the key numbers that drive decision-making.
Better Visibility
Having accurate, timely information allows business owners to make smarter decisions.
Equali helps bridge the gap between bookkeeping and business intelligence, giving e-commerce entrepreneurs greater confidence in the numbers behind their business.
The Power of Using Both Together
For my e-commerce clients, FreeAgent and Equali complement each other perfectly.
- FreeAgent keeps the day-to-day bookkeeping simple and efficient.
- Equali provides the additional insights needed to understand business performance.
- Both platforms are user-friendly.
- Both save time.
- Both help business owners make better decisions.
Most importantly, they allow me to spend less time wrestling with software and more time helping my clients grow profitable, sustainable e-commerce businesses.
Final Thoughts
Technology should make running a business easier, not harder.
That's why I've chosen FreeAgent and Equali as part of my e-commerce bookkeeping toolkit. They offer simplicity, excellent support, valuable insights, and a fantastic experience for both bookkeepers and business owners.
If you're running an e-commerce business and would like to know whether FreeAgent and Equali could work for you, I'd be happy to have a chat.