Valuing an e-commerce business can be a complex task, as it involves considering various factors such as revenue, profitability, customer base, brand value, and growth potential. While I can provide a general framework for valuing your business, it is important to note that the final asking price will depend on market conditions, industry trends, and individual negotiations. Here are some key factors to consider:

1. Revenue and Profitability: The £18,000 annual turnover without paid marketing is a good starting point. However, potential buyers will also want to assess the profitability of the business. If your profit margins are healthy, it will positively impact the valuation. Consider providing financial statements and profit projections to demonstrate the business's potential.

2. Customer Base: The size and engagement of your customer base play a significant role in valuing an e-commerce business. The 12,000 Instagram followers and 250,000 Facebook followers indicate a substantial reach. However, it is crucial to analyze the quality of these followers, their conversion rates, and the potential for repeat business. Higher customer retention and engagement can increase the value of the business.

3. Brand Value: Evaluate the strength and recognition of your brand within the industry. A well-established brand with a positive reputation can significantly impact the valuation. Consider factors such as brand loyalty, customer reviews, and market positioning. If your brand has a unique selling proposition or a competitive advantage, it can command a higher asking price.

4. Growth Potential: Buyers are often interested in the growth potential of a business. Highlight any untapped markets, expansion opportunities, or new product lines that could drive future growth. If you have a solid growth strategy or a unique approach to capturing market share, it can positively influence the valuation.

5. Stock Value: The £35,000 worth of stock is an asset that should be considered in the valuation. However, the value of stock can vary depending on factors such as product demand, shelf life, and market conditions. Ensure that the stock is in good condition, up-to-date, and relevant to the business's future plans.

6. Market Comparables: Research recent sales of similar e-commerce businesses to get an idea of market trends and valuations. Look for businesses with similar revenue, customer base, and industry niche. Comparing multiples (e.g., revenue multiples or profit multiples) can provide a benchmark for your asking price.

It is advisable to consult with a business broker or a professional valuator who specializes in e-commerce businesses. They can provide a more accurate valuation based on your specific circumstances and industry dynamics. Keep in mind that the final asking price will also depend on your negotiation skills and the level of interest from potential buyers.