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About Sellarix

Fifteen years building the systems this replaces

An ecommerce AI operating system, built by an engineer of eighteen years who has spent fifteen of them shipping storefronts on Shopify, WooCommerce, Magento and everything in between. Most people attacking this space are AI people who have never shipped a store.

01 / Founder

Who's building this

01

Both sides of the table

Eighteen years an engineer, fifteen of them in ecommerce. Agency side first, putting stores live on Magento and WooCommerce for businesses that mostly no longer exist. Then in-house, running the systems rather than handing them over.

The agency years taught me how these platforms actually behave once real orders hit them. The in-house years taught me what it feels like when the tooling doesn't work and it's your problem on Monday morning.

02

The thing I got wrong for a decade

I assumed the interesting work was the storefront. The theme, the photography, the checkout flow. Everyone who builds for ecommerce starts there, because it is the part you can show people.

It isn't the interesting work. The unglamorous back-office decides whether a business makes money, and it is where almost nobody builds anything good.

The part of ecommerce nobody photographs is the part that decides whether it works.

03

Why this exists

What pushed me to build Sellarix wasn't a market report. It was watching people spend hours a week on work a machine should do. Reconciling stock two systems disagreed about. Eating return fraud because nobody had time to spot the pattern. Discounting product that had been quietly dying in a warehouse for four months, which anyone could have seen coming if the forecast had ever reached the person running merchandising.

None of that is an AI problem, exactly. It is a plumbing problem. The tools that could fix it already exist, they just cannot see each other. Your search tool doesn't know a product is heading for dead stock. Your forecasting tool never sees what shoppers searched for and couldn't find. Your product page never learns why the thing came back.

Not another AI tool. The layer underneath them.

02 / Position

Every platform deserves to be agentic

There's a pattern in this market that took me a while to see clearly. The AI tools with real depth only work properly on Shopify. The tools that work everywhere manage it by not doing anything platform-specific at all. Check the documentation of almost any AI support or search vendor and you'll find the good bits stop at the Shopify boundary.

So if you run a serious business on WooCommerce or Magento, you get the marketing but not the product. That's not a technical limitation. It's a commercial choice, and it leaves a lot of good businesses with nothing. We build for those merchants first, with the same depth everywhere. That's the whole point.

03 / Mission

What we are building

One AI platform for ecommerce, on one shared data spine, that replaces the stack of point tools a store would otherwise stitch together. It is built for SMB and mid-market merchants across B2B and B2C, it is agent-ready so AI shopping assistants can find and buy your catalogue, and GDPR and the EU AI Act are handled by default.

  • Discover & Convert: AI site search, recommendations, visual search, fit and CRO.
  • Content & Media: AI photography, image-to-video, virtual try-on, copy, SEO and translation.
  • Serve: AI customer service, WISMO, returns, human handoff and voice.
  • Grow & Retain: lifetime value, churn, next-best-action, segmentation and loyalty.
  • Merchandise & Price: dynamic pricing, merchandising, catalogue intel and competitor monitoring.
  • Operate & Protect: demand forecasting, replenishment, returns prediction and fraud detection.

04 / Difference

How we are different

  • The connections nobody else can make

    A forecast that says a product is heading for dead stock should change what search shows this week. A return reason should fix the product page that caused it. Point tools cannot do this, because each one holds half the data. Every Sellarix suite reads and writes the same spine, so the loop closes.

  • The same depth on every platform

    Most AI tools with real capability only have it on Shopify, and the ones that work everywhere manage it by doing nothing platform-specific. Check the docs and you will find the good features stop at the Shopify boundary. We build for WooCommerce and Magento merchants with the same depth.

  • Compliance by default

    GDPR and the EU AI Act are handled in the platform, not left to you to retrofit per tool. AI-generated media is clearly marked, and our feeds are open so AI shopping agents can find and buy your catalogue.

05 / Stage

Where we are now

Sellarix is pre-launch. We are building toward our first release and the waitlist is open. We are not going to claim customers, case studies or numbers we do not have yet. What we will tell you is what we are building and why, and we will update this page as suites ship. If the problem is yours, joining the waitlist is the best way to shape what we build and to be first when it lands.

06 / Values

What we believe

  • Say what the competition does better

    Algolia's search relevance is genuinely excellent. Lokad's forecasting is in a class of its own. We will tell you that, and then tell you what you get from us that neither can give you at any price. A vendor who claims to beat everyone at everything is telling you nothing.

  • Be honest about AI

    We say what the models can and cannot do, we mark AI-generated media, and we do not dress up demos as results. A merchant should always know when they are looking at AI output.

  • Compliance is not a feature flag

    GDPR and the EU AI Act are part of how the platform is built, not an add-on we charge extra for or ask you to configure alone.

  • Built for SMB and mid-market

    Smaller and mid-sized stores rarely have a data team to glue tools together. We design for that team of one, across both B2B and B2C, not just for enterprises with engineers to spare.

07 / Company

Company details

Registered name
Sellarix Ltd
Company number
15102874
Incorporated
29 August 2023
Registered office
20 Wenlock Road, London, England, N1 7GU

Join the waitlist

Be first on the platform and help shape what we build.

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The reasoning behind building cross-platform rather than Shopify-first is set out in why Sellarix. We are also deliberately honest about where competitors win, which is what the comparison pages are for. If you would rather judge the work than the story, run the AI-readiness scanner on your own store.

FAQ

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