Platform Legal Notice

This notice explains, in plain terms, what Sello is and is not. It sits alongside our Terms of Service and Privacy Policy, which continue to apply in full. Where this notice and the Terms conflict, the Terms prevail.

1. Who operates Sello

Sello is operated by Sello Labs Ltd, a company registered in England and Wales under company number 17319613, with its registered office at 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ ("Sello", "we", "us"). Contact: support@sello.bio.

2. Who can use Sello

You must be at least 16 years old, or the minimum age for digital consent where you live if that is higher, to create and use a Sello account.

If you are under the age of majority in your jurisdiction, you may use Sello only with the consent and supervision of a parent or legal guardian, who agrees to these documents and is responsible for your use of the service and for everything sold through your store.

You must be at least the age of majority, or otherwise legally authorised, to connect a payment provider, receive payouts, buy a subscription, or carry out any other legally binding commercial activity through Sello. Our payment providers set their own rules on top of ours and we cannot override them: Stripe, for example, requires a parent or legal guardian to be named as the account representative before an under-18 can accept payments or receive funds, and some providers will not onboard anyone under the age of majority at all.

Buyers must be old enough to buy what they are buying: the age of majority where they live, or the permission of a parent or guardian, plus any higher age restriction imposed by law or by the Seller.

We do not knowingly collect personal data from anyone below the minimum digital-consent age where they live. If you believe such a person holds an account or has given us their data, tell us at support@sello.bio and we will act on it. We may ask for proof of age, legal capacity or guardian consent at any time, and may restrict payouts or suspend an account until we receive it.

3. Sello is a platform, not a shop

Sello provides software. We give independent sellers ("Sellers") the tools to open a storefront, list products, take payment and manage orders. We do not own, manufacture, import, stock, inspect, describe, price or sell any of the products listed on Sello storefronts.

Every sale is a contract between the Seller and the buyer ("Buyer"). The Seller is the seller of record. Sello is not a party to that contract, is not an agent of the Buyer, and acts only as the Seller's limited agent for the purpose of collecting payment and arranging fulfilment services where the Seller has asked us to.

Product titles, images, descriptions, prices, availability, specifications and claims are supplied or chosen by the Seller, or imported by the Seller from a third-party supplier catalogue. We do not verify them and we do not endorse any product or Seller.

4. Fulfilment and third-party suppliers

Some products are sourced from third-party supplier marketplaces (for example AliExpress, Taobao and 1688) and are shipped by independent fulfilment partners, including partners and agents located in the People's Republic of China. These partners are independent contractors, not employees or agents of Sello.

Where Sello arranges fulfilment on a Seller's behalf, we do so as a service to the Seller. This does not make Sello the seller, importer or exporter of record. Delivery estimates are estimates only and can be affected by customs, carriers and events outside anyone's control.

Import duties, VAT, customs charges and any other levies arising on a cross-border shipment are the responsibility of the Seller and Buyer as determined by applicable law and the terms of the Seller's store. Sello does not act as importer of record.

5. What the Seller is responsible for

Each Seller is solely responsible, at their own cost and risk, for:

• the legality, safety, quality, labelling, packaging and description of everything they list or ship;
• holding all rights, licences, permits and certifications required to sell their products in every market they sell into, including CE/UKCA marking, product-safety, electrical, cosmetic, food, supplement, medical-device, age-restriction and similar regimes;
• owning or licensing all intellectual property used in their listings, brand, images and products;
• all taxes arising from their sales, including income tax, sales tax, VAT/GST registration, collection, reporting and remittance, and any marketplace-facilitator or platform-reporting obligations in their jurisdiction;
• consumer-law compliance, including statutory withdrawal, cancellation, warranty, returns and refund rights;
• handling their own customer service, returns, refunds, disputes and chargebacks; and
• the accuracy of the identity, business and bank details they provide for payouts.

Sellers are independent businesses. Nothing on Sello creates an employment, partnership, joint venture, franchise or agency relationship between Sello and a Seller beyond the limited payment-collection agency described above.

6. Prohibited and restricted products

Sellers may not list, and Buyers must not attempt to buy through Sello, anything that is illegal in any relevant jurisdiction or that we prohibit, including: counterfeit, replica or infringing goods; weapons, ammunition and parts; controlled substances, drug paraphernalia, and unapproved or misbranded supplements or pharmaceuticals; tobacco, nicotine and vaping products where restricted; regulated medical devices; live animals and protected wildlife products; stolen goods; hazardous, recalled or unsafe items; adult content or services where restricted; hate, extremist, harassing or exploitative material; anything sexualising minors; unlicensed financial, gambling, lottery, get-rich-quick, multi-level-marketing or investment offerings; personal data sets; account credentials, hacked accounts, cheats or circumvention tools; and anything appearing on our payment providers' restricted-business lists.

We may remove a listing, suspend a store, cancel orders, withhold funds or terminate an account at any time where we reasonably believe this section has been breached, and we may do so without notice where the risk is immediate. Section 13 sets out how we enforce this, and section 14 explains what happens to funds and open orders.

7. Intellectual property and takedowns

We respect intellectual property and expect Sellers to do the same. Sello does not pre-screen listings and has no general obligation to monitor them. If you own or represent the owner of intellectual property that you believe is infringed by a listing, storefront or product on Sello, email support@sello.bio with: identification of the right and the material complained of, the storefront or product URL, your contact details, a statement that you believe in good faith that the use is not authorised, a statement that the information is accurate, and your electronic signature.

We will review valid notices and may remove or disable access to the material. We operate a repeat-infringer policy and will terminate the accounts of Sellers who infringe repeatedly. A Seller whose listing is removed may submit a counter-notice to the same address.

8. Payments, payment providers and payouts

Card and wallet payments on Sello storefronts are processed by third-party payment providers, including Stripe. Sello is not a bank, money transmitter, payment institution or insurer.

By selling on Sello, a Seller agrees to the terms of the relevant payment provider, including the Stripe Services Agreement and the Stripe Connected Account Agreement where applicable, and to any identity, business-verification, sanctions and anti-money-laundering checks those providers require. Payment providers may refuse, limit, suspend or reverse transactions, hold funds, or close accounts under their own rules, and we are not liable for their decisions.

Sellers must not use Sello for any business category prohibited or restricted by our payment providers. Payouts are subject to clearing periods, reserves, minimums, fees and verification as described in the Terms and in the Sello dashboard. Reserve percentages, hold periods and clearing times are set per account based on risk factors such as history, category and dispute rates, and on our payment providers' requirements; they are not uniform across Sellers, and the dashboard always shows the figures that apply to a given account. We may withhold or recover funds to cover refunds, chargebacks, fines, fees or suspected fraud.

Chargebacks and disputes are decided by the payment provider and the card networks. The Seller bears the financial outcome of a dispute on their own sale, including any associated fee.

9. Information for Buyers

When you buy through a Sello storefront you are buying from that Seller, not from Sello. Your contract, and your consumer rights, are with the Seller. Contact details for the store are shown on the storefront and in your order confirmation.

If something goes wrong, contact the Seller first. If you cannot resolve it, you can report the store or listing to us at support@sello.bio, or using the "Report this store" link on the storefront. We can act on the Seller's account and listings, but we cannot decide the underlying contractual dispute between you and the Seller.

Prices may be shown converted into your local currency for convenience. The amount actually charged, and the currency of that charge, are shown at checkout.

10. No warranty on Seller content

The Platform is provided "as is" and "as available". To the fullest extent permitted by law, Sello disclaims all warranties, express or implied, in relation to Seller storefronts, Seller content and products sold through the Platform, including any implied warranty of merchantability, satisfactory quality, fitness for a particular purpose, accuracy, non-infringement, safety or compliance with any law or standard.

We do not guarantee that any Seller will fulfil an order, that any product will be as described, that any Seller will earn any particular amount, or that the Platform will be uninterrupted or error-free.

11. Limitation of liability

To the fullest extent permitted by law, Sello is not liable for: the acts or omissions of any Seller, Buyer, supplier, fulfilment partner or carrier; the condition, safety, legality, quality or delivery of any product; intellectual-property infringement, counterfeiting or misdescription by a Seller; any loss of profit, revenue, goodwill, data or anticipated savings; or any indirect or consequential loss, however arising.

Where liability cannot lawfully be excluded, our total aggregate liability to you arising out of or in connection with the Platform is limited to the greater of (a) the total fees you paid to Sello in the three months before the event giving rise to the claim, and (b) GBP 100.

Nothing in this notice limits liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot be limited under applicable law. Nothing in this notice affects a consumer's non-excludable statutory rights.

12. Indemnity

Sellers agree to indemnify and hold harmless Sello, its officers, employees and contractors, against all claims, demands, proceedings, losses, damages, fines, penalties, costs and expenses (including reasonable legal fees) arising out of or in connection with: their products, listings or storefront; any breach of these documents or of applicable law; any intellectual-property, product-liability, safety, consumer-protection, tax or customs claim relating to their sales; and any dispute between them and a Buyer, supplier or authority.

13. Enforcement: suspension and removal

Keeping the platform safe for Buyers, for honest Sellers and for our payment partners is something we take seriously. To that end, we may remove any listing, close any storefront, restrict any feature, cancel any order or terminate any account at any time, at our sole discretion, with or without notice and with or without cause.

We will normally act where we reasonably believe that a store, product, listing or account:

• breaches these documents, our Terms of Service, or any applicable law;
• offers a prohibited or restricted product, or a category our payment providers do not permit;
• infringes someone's intellectual property, or offers counterfeit, replica or unauthorised goods;
• is misleading, fraudulent, unsafe, or harmful to Buyers;
• fails to fulfil orders, or generates an abnormal rate of refunds, chargebacks or complaints;
• attempts to move transactions off-platform, manipulate fees, or evade a previous suspension;
• puts Sello, its partners or its payment providers at legal, financial or reputational risk; or
• is the subject of a valid legal, regulatory or law-enforcement request.

Where the risk is not immediate we will usually contact the Seller first and give them a chance to fix the problem. Where the risk is immediate, or the breach is serious or repeated, we may act first and explain afterwards. We may also act on a lesser measure instead of removal, such as pausing new orders, hiding a single listing, requiring additional verification, or placing an account under review.

Enforcement decisions are ours to make. A Seller may appeal by writing to support@sello.bio; we will consider appeals in good faith but we are not obliged to reinstate a store or explain our reasoning in detail, and we may decline to say anything that would compromise a fraud, security or legal matter.

14. What happens to funds and orders

If a store is suspended or closed, the following applies:

• Orders already paid for. We will normally either allow existing orders to be fulfilled, or refund the Buyers, depending on what is fairest and safest in the circumstances. Buyers come first: where a Buyer has paid for something they will not receive, our expectation is that the money goes back to the Buyer.
• Money still clearing. Earnings that have not yet cleared may be held while we review the account. Holds typically last until any refunds, chargebacks, disputes and investigations are resolved, which can take up to 120 days from the last transaction, and longer where a payment provider, card network or authority requires it.
• Money already cleared. Cleared funds that are not needed to cover refunds, chargebacks, fees, fines or losses will be paid out to the Seller's verified bank account, subject to identity verification and the payout minimums described in the dashboard.
• Fraud, illegality and serious breach. Where we reasonably believe funds arise from fraudulent, illegal or seriously non-compliant activity, we may withhold them, reverse them, return them to Buyers, or hand them to the relevant authority or payment provider as required. We may also recover amounts you owe us from future payouts or by other lawful means.
• Fees. Platform fees, payment-processing fees, chargeback fees and shipping costs already incurred are not refundable to the Seller.

None of this is a penalty; it exists so that Buyers are not left out of pocket and so that Sello and its payment partners are not exposed to losses caused by an account. Nothing here limits any statutory right a Seller has to funds properly owed to them.

15. Reporting a store or product

Anyone can report a storefront, listing or product — Buyers, other Sellers, brand owners and the general public alike. Use the "Report this store" link shown on every storefront and product page, or email support@sello.bio. Please include the URL, what you believe is wrong, and any evidence you have. Intellectual-property complaints follow the process in section 7.

We review every report we receive. Depending on what we find we may take no action, ask the Seller for information or evidence, hide or remove a listing, restrict features, suspend the store, or terminate the account — and where the law requires it, notify the relevant authority. Serious reports involving safety, counterfeiting, fraud or anything that could harm a person are prioritised.

We act on reports at our discretion and are under no obligation to tell a reporter what we decided, though we will respond where the law requires. Deliberately false or abusive reports may themselves lead to action against the reporting account.

16. Governing law

This notice and any dispute arising out of it are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction, except that consumers may bring proceedings in the courts of their own country of residence where local law gives them that right.

17. Changes

We may update this notice as the Platform and the law change. The "last updated" date above always reflects the current version. Continuing to use the Platform after a change means you accept the updated notice.

18. Contact

Sello Labs Ltd, a company registered in England and Wales under company number 17319613, with its registered office at 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ. Email: support@sello.bio.