Buying a Business? Don’t Overlook These Critical Digital Assets
Buying a business is an exciting milestone — but once contracts are signed and settlement is complete, many new owners discover a problem they didn’t expect.
They don’t fully control the business’s digital assets.
Websites, domain names, Google Business Profiles, social media accounts, online booking systems, analytics, and advertising platforms are often loosely managed or tied to the previous owner personally. When these assets are overlooked during the handover process, the result can be lost access, operational disruption, and unnecessary stress at a critical time.
This article explains which customer-facing digital assets should be transferred when buying a business, why they’re commonly missed, and how to protect yourself during the transition.
What Are “Digital Assets” in a Business Sale?
In the context of a business sale, digital assets are the public-facing platforms and systems that allow customers to find, engage with, and trust the business online.
Common examples include:
Website ownership and content management access
Domain names and registrar control
Google Business Profile access
Social media accounts and admin permissions (e.g. Facebook, Instagram, LinkedIn)
Online booking, enquiry, or form systems
Website analytics and tracking platforms
Digital advertising accounts linked to the business
These assets are often created over many years and managed informally. It’s common for them to be registered under personal email addresses, past agencies, or third-party providers, which can make ownership unclear at the point of sale.
Why Digital Assets Are Often Missed at Settlement
Digital assets frequently fall between operational and marketing responsibilities, which means they’re not always captured in formal handover checklists.
Common reasons include:
No documented list of digital platforms
Social media accounts created years ago and rarely accessed
Assets registered under a previous owner’s personal details
Assumptions that “the website and socials will just be transferred”
Limited technical visibility during due diligence
No clear responsibility for managing the handover
Unfortunately, once settlement has occurred, recovering access can be slow and difficult — particularly if platform ownership wasn’t clarified beforehand.
The Risks of an Incomplete Digital Handover
When digital assets aren’t transferred correctly, new owners may face:
Loss of website or domain access
Suspension or ownership disputes over Google Business Profiles
Loss of access to business social media accounts
Inability to update contact details, trading hours, or brand messaging
Broken enquiry or booking systems
Loss of historical analytics or advertising data
These issues don’t just affect marketing — they can interrupt customer trust and day-to-day operations during a critical transition period.
A Practical Digital Asset Checklist for Business Buyers
While every business is different, buyers should confirm access to the following customer-facing digital assets before or immediately after settlement:
Domain registrar ownership and login access
Website CMS and hosting account access
Admin access to Google Business Profile
Admin access to all active social media accounts
Access to online booking or enquiry platforms
Analytics platforms (e.g. Google Analytics, Search Console)
Advertising accounts linked to the business (if applicable)
Internal IT systems such as email hosting, cloud file storage, or staff user accounts are typically managed by IT providers and should be addressed separately through appropriate technical channels.
Where Digital Asset Handover Fits Into the Buying Process
Ideally, digital asset handover should be addressed:
During due diligence
Documented as part of settlement conditions
Coordinated alongside other operational transitions
In practice, this often involves collaboration between buyers, sellers, business brokers, accountants, legal advisors, and digital specialists. Having a clear process reduces risk and prevents last-minute surprises.
How Digital Advisory Support Helps During a Handover
As part of my Digital Advisory work, I support business buyers by focusing on the customer-facing digital presence of the business.
This includes:
Identifying and documenting key digital assets
Reviewing ownership and access arrangements
Coordinating secure handover of websites, domains, profiles, and social media accounts
Ensuring continuity of online presence and customer touchpoints
Providing clear documentation for future reference
Where internal IT systems are involved, I work alongside existing advisors or IT providers to ensure responsibilities are clearly defined and no critical digital assets are overlooked.
You can learn more about my broader advisory approach here:
-> Digital Advisory
Final Thoughts
Digital assets are now core business infrastructure — not optional extras.
If you’re buying a business, taking the time to understand and secure these assets early can save significant time, cost, and frustration after settlement.
If you’d like support navigating this process or want to sanity-check what should be transferred, you’re welcome to get in touch and book a discovery call.
-> Contact