About Seld
We're building the store that sells itself.
Selling online should feel as natural as having a conversation. Not buried in dashboards. Not lost in settings. Not wrestling with code. Seld strips away the noise and puts you where you belong — in front of your customers, making the sale.
Mission
To make launching and running an online store so effortless that the only thing standing between an idea and a sale is the decision to start.
Vision
A world where anyone, anywhere, can build a thriving online business — without technical expertise, without compromise.
What we stand for
Radical Simplicity
We don't add features to check boxes. Every element earns its place by making sellers more successful. Complexity is a bug, not a feature.
Seller-First Thinking
We build for the person behind the store, not the person evaluating software. Every decision answers one question: does this help someone sell more?
Quiet Confidence
We don't shout. We don't overpromise. We let the product speak. Our users succeed, and that success is our marketing.
Honest Craft
No dark patterns. No hidden fees. No bait-and-switch pricing tiers. We build tools we'd want to use ourselves.
The team
A small group of people who have built for sellers before — and learned what actually works.
Lena Park
Co-Founder & CEO
Former product lead at Shopify. Built her first online store at 16.
Marcus Vidal
Co-Founder & CTO
Ex-Stripe infrastructure engineer. Obsessed with systems that don't break.
Aisha Osei
Head of Design
Designed storefronts used by over 2 million shoppers. Believes design is a business tool, not decoration.
Tom Eriksen
Head of AI
PhD in NLP. Wants to build AI that actually helps people, not just impresses them.
Want to help build it?
We're a small team with big ambitions. If that sounds like your kind of problem, we're hiring.