Kendyson’s vision for Selar was born out of a recognition of the latent demand for a platform that could effortlessly bridge the gap between creators and their audiences. “We spotted a gap in the market for an easy-to-use platform that enables anyone to sell digital products online quickly and efficiently. With Selar, anyone can set up their digital storefront and start selling in less than five minutes,” Kendyson told Disrupt Africa. His assertion underscores the platform’s core value proposition: simplicity and accessibility.
Selar’s evolution has been nothing short of remarkable. What began as a rudimentary tool for selling e-books, music, and online courses has burgeoned into a sophisticated ecosystem supporting a diverse range of digital products. The platform hosts products, manages cross-border payments, and provides customers with effortless access to these digital offerings. Remarkably, all of this is achieved without requiring users to possess any technical knowledge or web development skills. In an era where digital literacy is not ubiquitous, Selar’s simplicity is a game-changer.
Kendyson is acutely aware of the competitive landscape in which Selar operates, but he is confident that the platform’s emphasis on ease of use sets it apart from the competition. “In terms of competition, we stand out by focusing on simplicity and accessibility, ensuring that even those without technical expertise can successfully sell their digital products online. This differentiates us from other platforms that may require more complex setups or technical skills,” he elaborated.
Selar’s financial trajectory is equally noteworthy. The company has largely been self-financed, relying on strategic bootstrapping rather than venture capital—a rarity in the fast-paced world of tech startups. Aside from receiving a modest $5,000 grant from the Tony Elumelu Foundation in 2018 and a more substantial $50,000 grant from the Job Tech Alliance Accelerator Programme in 2023, Selar has shunned external funding. “This approach has allowed us to maintain control over our growth and operations, supporting a team of 23 dedicated individuals,” Kendyson explained, highlighting the company’s steadfast commitment to independence and sustainable growth.
The platform’s traction in the market has been significant, particularly in the last few years. While initial growth was measured as the team focused on refining the platform, 2020 marked a turning point. A surge in user uptake, catalysed by the global pandemic and the increasing need for digital solutions, saw Selar’s popularity soar. This exponential growth, fuelled by the platform’s intuitive design and its ability to facilitate seamless cross-border transactions, has cemented Selar’s position as a leader in the digital commerce space.
“We’re in about 15 African countries today – Nigeria, Ghana, Kenya, South Africa, Uganda, Ivory Coast, Cameroon, Tanzania, Rwanda, and Senegal, with more African countries coming soon. We also support creators in Europe and the US. Recently, we expanded into Kenya, which is one of our largest markets in East Africa,” Kendyson remarked, underscoring Selar’s pan-African ambitions and its growing international footprint.
Selar’s revenue model is predicated on transaction fees for every sale made, as well as subscription charges, ensuring a steady stream of income that aligns with the company’s growth. The platform’s latest innovation, Showlove, allows creators to receive tips directly from their fans, further enhancing the monetisation avenues available to users.
In a world where digital empowerment is increasingly critical, Selar is more than just an e-commerce platform; it is a catalyst for change, enabling creators across the African continent and beyond to unlock their potential, reach global audiences, and thrive in the digital economy.
