Starting a business from scratch is uncertain at best.
You’ve heard the statistics. After five years only twenty percent of brick-and-mortar businesses are still in business. And the figures are even worse for online businesses.
So one reason that we buy businesses that are already working, that already have a product, that already have sales, already have traffic, is that it’s much more certain. On day one of my ownership of that business I’m going to earn what it earned the day before, unless there’s some major calamity.
A big reason to buy websites is the certainty.