I'm in a facebook group with other e-commerce entrepreneurs. We've moved from bragging about sales to bragging about how much debt we're carrying. One guy is $450k in debt to Amazon lending, $80k to friends and family, and $340k with an SBA loan. Cajones.
You mean, how much did they lever up relative to their cash in the business? Good question. I don't know. But if I had to guess, a lot. These guys are levering HARD on very little cash and investment.