How Rithum is supercharging Sello’s growth  

About Sello  

Sello Products is an online retailer and marketplace seller based in Melbourne, Victoria. The team started in October 2015 with a handful of items and a small workspace. Today they list thousands of products across furniture, appliances, tools, and more. They keep it simple: make things people need, price them fairly, ship on time. Every product is tested before it leaves the warehouse. That focus has driven steady, year-over-year growth and a broader range of brands and categories.   

Challenge  

• With a previous ecommerce vendor, Sello spent days on the phone trying fixes while key features were still being built.  
• Operations grew complex: 2,600+ SKUs, 8 delivery partners or carriers in Australia, and 20+ eBay shipping rules.  

Solutions  

• In 2019, Sello moved to Rithum to run channels in one place.  
• Onboarded with an account manager, then shifted to self-service with support as needed.  
• Set up 80+ business rules so routing, carriers, and channel settings run automatically instead of by hand.  
• Expanded methodically: a six-month U.K. pilot of about 30 SKUs through a local 3PL led to a leased U.K. warehouse; New Zealand orders route from Australia; Sello is registering a German entity.  

Results  

• Measurable ROI in the first year.  
• Fewer manual changes and faster channel launches.  
• Added channels, including new ones outside Australia.  

How Sello streamlined fulfillment and scaled effortlessly with Rithum

You click “Buy” on a ready-to-assemble bookcase. Sello takes it from there using Rithum: the system picks the best delivery option, applies eBay shipping rules, and routes it so the delivery date you see at checkout is when it gets to your door.   

But the process wasn’t always this smooth. With a previous 3P solution provider, the team spent days on the phone trying workarounds while key features were still “in development,” said Nelson Zhang, General Manager, Sello. “I was spending days and days on the phone. We kept trying their suggestions, but nothing worked. I was tired of trying things that didn’t work.”  

The challenge: Growing pains   

“When Sello began, we were operating out of a small office warehouse, stacking the stock against a wall, and eBay was our only sales channel,” Nelson said. In the past ten years, they’ve grown from an office warehouse to multiple locations across Australia, New Zealand, and the U.K. They’re also in the process of establishing a presence in Germany. While exciting, this tremendous growth exposed a bottleneck. With their previous vendor, Sello was stuck using fragmented tools and features still in development, which turned fixes into long, unproductive cycles. “We needed an all-in-one platform that could help us boost our growth across ecommerce channels in one place,” Nelson said.  

In 2019, Sello chose Rithum to grow without waiting on features that might arrive later. “With all the features Rithum offers, the other platforms either didn’t have those capabilities, or they were developing them. We wanted a mature platform that supported growth, so we could add channels faster,” Nelson said.  

What changed when everything lived in one place  

During onboarding, Sello relied on Rithum Account Manager Peter Tran. “He was very supportive and helped us set up all our accounts, connected all the platforms, and answered our questions,” Nelson said. By year two, the team moved to self-service and used support only when needed. “We’re self-managing now, but if we get stuck, the support team is always there.”  

Rithum’s AI-powered automation turned complexity into routine. Sello runs more than 2,600 SKUs, works with eight Australian carriers, and maintains more than 20 shipping rules on eBay. “My favorite feature about Rithum? We managed to write different business rules, which have been super helpful. It saves a lot of money and work on our side, and I think the system is very smart in handling those business rules,” Nelson said. “We now have more than automated 80 rules in place—it saves a lot of manual work. When Peter showcased me this feature at the beginning, I didn’t believe it until he delivered.”  

Without Rithum, we have to ask our staff to look into eBay accounts and manually change business rules. And if we are doing something manually, you’re going to make mistakes—but if you write a business rule, that system is not going to make mistakes unless the logic is wrong.

– Nelson Zhang, General Manager, Sello 

Expansion is now a checklist instead of an overwhelming leap  

Once the day-to-day ran in one place, expansion became a checklist instead of an overwhelming leap. Orders to New Zealand could route from Australia without new tools. For the U.K., Sello tested about 30 SKUs with a local 3PL, proved the process, then committed to a leased warehouse beginning in August. Rithum’s guidance accelerated that move as much as its software.  

Rithum already has the network and knows which channels might be a good fit for us and which retailers might be a good fit for those channels. Rithum does the mapping and pairing. That’s been super helpful, especially getting into a new region.

– Nelson Zhang, Sello

Since working with Rithum, Sello has successfully added 10 new channels. “We’ve seen tremendous growth, supported by seamless system integration with Rithum’s platform technology,” Nelson said. 

The results: Sello continues to expand  

As a smaller company, Sello weighed Rithum’s ROI carefully.  “We knew if we didn’t make this move to Rithum, we would be stuck. We got the return on our investment back in the very first year,” said Nelson. Since then, the focus has been expansion and discovery.   

With a new U.K. warehouse and Germany company registration underway, Sello’s near-term focus is straightforward: use Rithum to take the same rules-first playbook into new regions and brands and keep adding channels.  

Sello is now even building early footing in the U.S. and using Rithum to put more of its brands including Paws, Stacked Storage, Levede, and Lupipop, in view to speed partner conversations. “We managed to connect with more channels, and Rithum has been very helpful in introducing new channels to us, especially outside the Australian market,” Nelson said. “It’s a great platform. We want to use as much as we can.”