{"id":4431,"date":"2025-10-13T11:00:00","date_gmt":"2025-10-13T11:00:00","guid":{"rendered":"https:\/\/www.rithum.com\/?post_type=case_study&#038;p=4431"},"modified":"2025-10-15T13:38:58","modified_gmt":"2025-10-15T13:38:58","slug":"sello","status":"publish","type":"case_study","link":"https:\/\/www.rithum.com\/case-studies\/sello\/","title":{"rendered":"Sello"},"content":{"rendered":"\n<p><strong>About Sello<\/strong>\u202f&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/selloproducts.com.au\/\">Sello Products<\/a> 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. \u202f&nbsp;<\/p>\n\n\n\n<p><strong>Challenge<\/strong>\u202f&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>With a previous ecommerce vendor, Sello spent days on the phone trying fixes while key features were still being built.\u202f&nbsp;<\/li>\n\n\n\n<li>Operations grew complex: 2,600+ SKUs, 8 delivery partners or carriers in Australia, and 20+ eBay shipping rules.\u202f&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Solutions<\/strong>\u202f&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In 2019, Sello moved to Rithum to run channels in one place.\u202f<strong>&nbsp;<\/strong><\/li>\n\n\n\n<li>Onboarded with an account manager, then shifted to self-service with support as needed.\u202f&nbsp;<\/li>\n\n\n\n<li>Set up 80+ business rules so routing, carriers, and channel settings run automatically instead of by hand.\u202f&nbsp;<\/li>\n\n\n\n<li>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.\u202f&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Results<\/strong>\u202f&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Measurable ROI in the first year.\u202f&nbsp;<\/li>\n\n\n\n<li>Fewer manual changes and faster channel launches.\u202f<strong>&nbsp;<\/strong><\/li>\n\n\n\n<li>Added channels, including new ones outside Australia.\u202f&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-sello-streamlined-fulfillment-and-scaled-effortlessly-with-rithum\">How Sello streamlined fulfillment and scaled effortlessly with Rithum<\/h2>\n\n\n\n<p>You click \u201cBuy\u201d 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.\u202f\u202f&nbsp;<\/p>\n\n\n\n<p>But the process wasn\u2019t always this smooth. With a previous 3P solution provider, the team spent days on the phone trying workarounds while key features were still \u201cin development,\u201d said <a href=\"https:\/\/au.linkedin.com\/in\/nelson-zhang-270b50169\">Nelson Zhang<\/a>, General Manager, Sello. \u201cI was spending days and days on the phone. We kept trying their suggestions, but nothing worked. I was tired of trying things that didn\u2019t work.\u201d\u202f&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge-growing-pains-nbsp\">The challenge: Growing pains \u202f&nbsp;<\/h2>\n\n\n\n<p>\u201cWhen <a href=\"https:\/\/selloproducts.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sello<\/a> began, we were operating out of a small office warehouse, stacking the stock against a wall, and <a href=\"https:\/\/www.rithum.com\/partners\/ebay\/\">eBay<\/a> was our only sales channel,\u201d Nelson said. In the past ten years, they\u2019ve grown from an office warehouse to multiple locations across Australia, New Zealand, and the U.K. They\u2019re 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. \u201cWe needed an all-in-one platform that could help us boost our growth across ecommerce channels in one place,\u201d Nelson said.\u202f&nbsp;<\/p>\n\n\n\n<p>In 2019, Sello chose Rithum to grow without waiting on features that might arrive later. \u201cWith all the features Rithum offers, the other platforms either didn\u2019t have those capabilities, or they were developing them. We wanted a mature platform that supported growth, so we could add channels faster,\u201d Nelson said.\u202f&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-changed-when-everything-lived-in-one-place-nbsp\">What changed when everything lived in one place\u202f&nbsp;<\/h2>\n\n\n\n<p>During onboarding, Sello relied on Rithum Account Manager Peter Tran. \u201cHe was very supportive and helped us set up all our accounts, connected all the platforms, and answered our questions,\u201d Nelson said. By year two, the team moved to self-service and used support only when needed. \u201cWe\u2019re self-managing now, but if we get stuck, the support team is always there.\u201d<strong>\u00a0<\/strong>\u00a0<\/p>\n\n\n\n<p>Rithum\u2019s 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. \u201cMy 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,\u201d Nelson said. \u201cWe now have more than automated 80 rules in place\u2014it saves a lot of manual work. When Peter showcased me this feature at the beginning, I didn\u2019t believe it until he delivered.\u201d\u202f&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>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\u2019re going to make mistakes\u2014but if you write a business rule, that system is not going to make mistakes unless the logic is wrong. <\/p>\n\n\n\n<p>&#8211; Nelson Zhang, General Manager, Sello&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-expansion-is-now-a-checklist-instead-of-an-overwhelming-leap-nbsp\">Expansion is now a checklist instead of an overwhelming leap\u202f&nbsp;<\/h2>\n\n\n\n<p>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\u2019s guidance accelerated that move as much as its software.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>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\u2019s been super helpful, especially getting into a new region. <\/p>\n\n\n\n<p>&#8211; Nelson Zhang, Sello<\/p>\n<\/blockquote>\n\n\n\n<p>Since working with Rithum, Sello has successfully added 10 new channels. \u201cWe\u2019ve seen tremendous growth, supported by seamless system integration with Rithum\u2019s platform technology,\u201d Nelson said.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results-sello-continues-to-expand-nbsp\">The results: Sello continues to expand\u202f&nbsp;<\/h2>\n\n\n\n<p>As a smaller company, Sello weighed Rithum&#8217;s ROI carefully.\u202f \u201cWe knew if we didn\u2019t make this move to Rithum, we would be stuck. We got the return on our investment back in the very first year,\u201d said Nelson. Since then, the focus has been expansion and discovery.\u202f\u202f&nbsp;<\/p>\n\n\n\n<p>With a new U.K. warehouse and Germany company registration underway, Sello\u2019s near-term focus is straightforward: use Rithum to take the same rules-first playbook into new regions and brands and keep adding channels.\u202f&nbsp;<\/p>\n\n\n\n<p>Sello is now even building early footing in the U.S. and using Rithum to put more of its brands including <a href=\"https:\/\/petpawz.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Paws<\/a>, <a href=\"https:\/\/stackedstorage.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Stacked Storage<\/a>, <a href=\"https:\/\/levede.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Levede<\/a>, and <a href=\"https:\/\/lupipop.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lupipop<\/a>, in view to speed partner conversations. \u201cWe managed to connect with more channels, and Rithum has been very helpful in introducing new channels to us, especially outside the Australian market,\u201d Nelson said. \u201cIt\u2019s a great platform. We want to use as much as we can.\u201d\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n\n\n\n<p>\u202f&nbsp;<\/p>\n","protected":false},"featured_media":4432,"template":"","client_type":[],"industry":[],"product":[44],"class_list":["post-4431","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","product-marketplaces"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Case Study | Sello Rithum<\/title>\n<meta name=\"description\" content=\"Global growth powered by Rithum: Sello centralizes channels, automates 80+ rules, accelerates launches, and grows in the UK, NZ and Germany.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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