Legal

Terms of Service

Last updated: 29 September 2026

These Terms of Service (the "Terms") govern your access to and use of Sello — the website at sello.bio, the Sello dashboard, public storefront pages, and related services (together, the "Platform"). By creating an account, opening a store, or buying a product through a Sello storefront, you agree to these Terms.

1. Who we are

The Platform 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"). You can contact us at support@sello.bio.

2. What Sello is

Sello is a commerce platform that lets creators ("Sellers") open an online storefront, list products, and sell them to customers ("Buyers"). Sellers can sell:

Digital products — e.g. presets, guides, e-books, templates, delivered electronically;
Physical products — goods shipped to the Buyer, either by the Seller from their own stock or, for partner-fulfilled products, by an independent fulfilment partner arranged through Sello (see section 8); and
Services — e.g. one-to-one sessions, coaching, or custom work performed by the Seller.

Unless a product page clearly states otherwise, the Seller — not Sello — is the seller of record for each product, including partner-fulfilled products the Seller has imported from a supplier catalogue. The contract of sale for a product is formed between the Buyer and the Seller. Sello provides the storefront technology, order management, and payment collection on the Seller's behalf, arranges fulfilment services where the Seller has chosen them, and facilitates communication between Buyers and Sellers.

Sello is a software platform, not a shop, marketplace operator, retailer, distributor, importer, manufacturer or agent of any Seller. In particular, where a Seller sells products from their own inventory:

Sello has no involvement in sourcing, making, buying, storing, inspecting, describing, pricing, packing, shipping or supporting those products. Sello never takes title to them, never holds them and never sees them.
The Seller is an independent business that is entirely unrelated to Sello. Sello does not employ, control, supervise, vet, endorse, recommend, guarantee or vouch for any Seller, and no Seller is authorised to make any statement or commitment on Sello's behalf. Approving a store to go live is a technical step, not a check on the Seller or their products.
Every statement on a storefront or product page is the Seller's statement, not Sello's. Sello does not review listings before they are published and has no general obligation to monitor them.
The Buyer's contract, consumer rights, warranty and any claim about a product lie against the Seller only. Sello is not a party to the sale and accepts no responsibility or liability of any kind for it, for the product, or for anything the Seller does or fails to do.
Sello's only roles are to host the storefront software and, on the Seller's instruction, to collect the Buyer's payment as the Seller's limited payment-collection agent and pass it on to the Seller less Sello's fees. Sello's receipt of a payment discharges the Buyer's debt to the Seller but creates no obligation from Sello to the Buyer beyond passing that payment on. Sello may, at its discretion, help Buyers and Sellers resolve a problem, but doing so is a courtesy and does not make Sello responsible for the outcome.

Where a Seller chooses to use partner fulfilment for imported products, Sello arranges an independent fulfilment partner as a service to the Seller. That service does not change any of the above: the Seller remains the seller of record and the partner is an independent contractor, not an agent of Sello, the Seller or the Buyer.

Sello also sells some things directly: the Sello Premium subscription (section 6), optional order insurance and express shipping (section 8), and the fees described in section 5. For those, Sello is the seller and these Terms are the contract.

3. Eligibility and accounts

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 Terms and is responsible for your use of the Services 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.
Buyers must be old enough to buy what they are buying: the age of majority where they live, or the consent of a parent or guardian, plus any higher age restriction imposed by law or by the Seller. 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.
You must provide accurate, complete information when creating an account or store and keep it up to date, including your legal name, contact details, and (for Sellers) bank/payout details.
You are responsible for all activity under your account and for keeping your credentials secure. Tell us immediately at support@sello.bio if you suspect unauthorised use.
New stores may be reviewed by Sello before going live. We may approve, reject, or later suspend a store at our reasonable discretion, including where we suspect a breach of these Terms.

4. Seller obligations

If you sell through Sello, you agree that you will:

only list products you have the legal right to sell, and describe them accurately, including price, what is included, and any material limitations;
fulfil every order promptly: deliver digital products as described, dispatch physical goods within the timeframe stated on your store (or within 5 business days if none is stated), and perform services as agreed with the Buyer;
honour the refund and cancellation rights described in section 9 and respond to Buyer enquiries within a reasonable time;
comply with all laws that apply to your sales, including consumer protection, product safety, labelling, and distance selling rules in the countries you sell to;
be responsible for your own taxes. Sellers are independent businesses, not employees, agents, or partners of Sello. You are responsible for determining, charging, reporting, and remitting any VAT, sales tax, income tax, or other taxes that apply to your sales. Where your store settings ask Sello to add VAT at checkout, Sello calculates and collects it on your instructions and it remains your tax;
take responsibility for every listing you import. Sello lets you import products, one at a time or in bulk, from third-party supplier catalogues and from other shops you operate. The titles, images, descriptions and prices you import become your listing: you must have the right to use them, you must check them before they go live, and you are responsible for them exactly as if you had written them yourself. Imported catalogue data is not verified by Sello and may be inaccurate, out of date or infringing;
keep partner-fulfilled products priced at or above the minimum price shown in the dashboard for that product. The minimum covers the supplier cost, shipping and fees, and Sello may lift a price to it automatically rather than let an order be placed at a loss; and
not use Sello to collect payments unrelated to a genuine sale of your listed products. Order links (section 7) may only be used for genuine sales of goods or services from your store.

5. Fees, payments, and payouts

Payment collection. Payments from Buyers are collected by Sello on the Seller's behalf through third-party payment processors (including Stripe). Receipt of payment by Sello (or its processor) discharges the Buyer's payment obligation to the Seller.
Payment processing. Card payments are processed by our payment processors under their own terms. Where payments are processed by Stripe, they are subject to the Stripe Services Agreement. We never store full card numbers on our servers.
Platform fee. Sello charges Sellers a commission on each sale made up of a percentage of the product price plus a fixed amount per item. The rates that apply to your account are shown in the Seller dashboard before you start selling, in each order's breakdown and on each payout statement, and the dashboard is authoritative. Part of the commission may be collected from the Buyer at checkout as a separately itemised platform fee; the rest is deducted from the Seller's earnings. Either way it is disclosed before the Buyer pays. We may change any fee, rate, minimum, reserve, clearing period or payout rule at any time and without prior notice by updating the dashboard; the new figures apply to sales made after the change.
Other fees. We may also charge payment-processing, payout, currency-conversion and chargeback fees, and, for partner-fulfilled products, the sourcing cost, shipping rate and handling fee that were frozen on the product when it was imported. Those frozen figures are shown on the product before you list it and do not change for orders already placed.
Buyer-facing charges. Shipping, any tax added at checkout, a payment fee that depends on the payment method chosen, optional order insurance and express shipping (section 8), and any product extras (for example original packaging) are itemised at checkout before the Buyer pays. None of these count as Seller earnings, and they are never included in the Seller's gross for commission purposes. A discount code the Seller creates reduces the Seller's earnings, not Sello's fees.
Currency. Sello settles in euro. Prices may be displayed to Buyers in their local currency for convenience and the charge is settled in the checkout currency shown at payment. Currency conversion for display uses independent exchange-rate data and may differ slightly from your card issuer's rate. Sellers enter prices in their store currency and earnings are converted to euro at the rate that applied when the order was placed.
Price rounding. Where a Seller has turned on price rounding, a converted price may be rounded up to a tidier figure in the Buyer's currency. The rounded figure is the price the Buyer sees and pays; it is never rounded down, and never applied on top of a discount. The difference is shared between the Seller and Sello as shown in the dashboard.
Clearing period. Earnings from a sale become available for payout only after a clearing period. The current period for your account is shown in the dashboard and may change with your account's history.
Rolling reserve. To cover refunds, chargebacks and disputes, a percentage of a Seller's sales may be held as a rolling reserve for a period of time before becoming available for payout. The reserve percentage and hold period are set per account, based on factors such as account age, sales history, product category, dispute and refund rates, and requirements imposed by our payment providers. They are not uniform across Sellers, and we may raise, lower or remove a reserve as those factors change. The figures that apply to your account are always the ones shown in your dashboard, which forms part of these Terms.
Payouts. Sellers can request payouts of their available balance to their registered bank account, subject to a minimum payout amount and estimated arrival time shown in the dashboard. We may delay, withhold, or offset payouts where reasonably necessary to cover refunds, chargebacks, suspected fraud, or amounts you owe us, or where required by law or our payment processors.

6. Sello Premium

Sello Premium is an optional paid plan sold by Sello. It unlocks the features listed on the plans page at the time of purchase (for example more stores, removal of the Sello footer badge and premium themes). The set of premium features, their limits and their price may be changed, replaced or withdrawn at any time without notice, including during a term you have already paid for; the only thing a term buys is access to whatever Sello Premium consists of on any given day during that term.

Prepaid terms, no auto-renewal. Premium is sold as a prepaid term of 1, 3, 6 or 12 months at the price shown when you buy. It is not a recurring subscription: nothing is charged automatically when a term ends, and we will not take a further payment unless you buy again. We may, but are not obliged to, remind you before a term expires.
Buying again extends. If you buy Premium while a term is still active, the new months are added to the end of your current term. Nothing is lost.
Price and currency. Prices are set in euro and may be displayed in your local currency; the charge is in euro. Any promotional price applies to the term bought under it and does not commit us to the same price for a later purchase.
When Premium ends. When a term expires, or if we revoke it for breach, your account returns to the free plan. Any store beyond the free plan's limit is paused (it stays saved but is not publicly reachable), the Sello footer badge returns, and premium-only features are switched off. Content you created with premium blocks or themes stays in place. Buying Premium again unpauses stores immediately. Open orders on a paused store must still be fulfilled or refunded.
Cancellation and refunds. Premium is a digital service that starts immediately. If you are a consumer in the UK or EU you have a 14-day right to cancel, but by asking us to activate Premium at once you acknowledge that once you have used premium features the cooling-off right is lost, and that if you cancel within 14 days without having used them we refund the term in full. Outside that, terms already started are not refundable, except as required by law or where Premium was materially unavailable through our fault, in which case we extend or refund the affected period.
Complimentary access. We may grant Premium free of charge for a period at our discretion. Complimentary access can be shortened or withdrawn at any time and carries no refund.

7. Purchases

The total price, including any delivery cost and any itemised fees, is shown at checkout before you pay.
An order is accepted when the Buyer receives an order confirmation. The Seller may cancel and refund an order that cannot be fulfilled (for example, out-of-stock items or pricing errors), in which case the Buyer receives a full refund.
Buyers agree to provide accurate delivery and contact information. Sellers are not responsible for delivery failures caused by incorrect information supplied by the Buyer.
Coupon and discount codes are created by Sellers, apply only to the store and products they were created for, and can be withdrawn by the Seller at any time before an order is placed. A code that is used in a way it was not intended for, or that would cause a partner-fulfilled product to sell below cost, may be refused at checkout.
Order links. A Seller may send a Buyer an order link for a specific item, quantity and price. An order link is for one order only, expires at the time the Seller set (or when the Seller cancels it), and takes the Buyer to the Seller's normal store checkout, where these Terms apply in full. A paid order link is an order like any other: the same delivery, refund and dispute rules apply.
Payment methods are chosen by each Seller from those Sello supports. Some, such as buy-now-pay-later, are only available where the Seller has been approved for them. Where a payment method carries a fee it is itemised at checkout before you pay.

8. Delivery and fulfilment

Digital products are made available for download or access by the Seller promptly after payment, normally immediately. The Seller supplies the file or access, decides what it contains, and is responsible for it working, being complete and being as described. Sello only hosts the delivery mechanism.
Physical products from the Seller's own stock are dispatched by the Seller. Estimated dispatch and delivery times are shown on the product page or store; where none are stated, goods should be dispatched within 5 business days and delivered without undue delay, and in any event within 30 days, unless a longer period is agreed.
Partner-fulfilled products are products a Seller has imported from a third-party supplier catalogue. They are sourced from the supplier and shipped by an independent fulfilment partner arranged through Sello, often from outside the Buyer's country. The product page says so. The Seller remains the seller of record and responsible to the Buyer; the partner is not an agent of the Buyer or the Seller. Delivery estimates for these products are estimates, and cross-border shipments can be delayed by customs. Import duties, VAT and other charges levied on delivery are the responsibility of the Buyer unless the product page states otherwise.
Express shipping is an optional Buyer-paid upgrade, available only on partner-fulfilled products, under which the order is given priority handling at the fulfilment partner. It shortens the handling time; it does not guarantee a delivery date. Its price is shown at checkout.
Order insurance is optional cover sold by Sello, available on physical products, priced as a percentage of the value of the items covered plus a fixed amount per order, with a minimum and a maximum. The current price is shown at checkout and on the fees page. If a covered item is lost, stolen or damaged in transit, or the Seller does not deliver it, Sello refunds the price paid for the covered items and their share of shipping. It does not cover digital products, services, items refused or returned by choice, damage caused after delivery, delays, or import duties. To claim, contact us at support@sello.bio within 30 days of the estimated delivery date (or of the damaged delivery) with your order number and, for damage, photographs. Order insurance is a service promise from Sello under these Terms; it is not a regulated insurance policy and Sello is not an insurer. It does not replace or reduce your statutory rights against the Seller, and any refund from the Seller for the same loss reduces what is payable under it.
Product extras (for example original packaging) offered on a product page are Buyer-paid
Who is responsible for delivery. For every product a Seller sells from their own stock, every digital product and every service, the Seller alone is responsible and liable for delivery and for any failure of delivery: non-delivery, late delivery, partial delivery, delivery to the wrong address, loss or damage in transit, a file that does not open or is not what was described, or a service that is not performed. Sello does not dispatch, ship, host the goods, perform the service or control the Seller, and delivery of these products is entirely between the Seller and the Buyer. Sello has no obligation, and accepts no liability, to deliver, re-deliver, replace, refund or compensate for any of them. Partner-fulfilled products are shipped by an independent fulfilment partner arranged through Sello, but even then the Seller remains the seller of record and the person responsible to the Buyer.
If something goes wrong. Contact the Seller first, through the contact details on the store or in your order confirmation; the Seller is the person who must put it right. If the Seller does not respond or you cannot resolve it, you may report it to us at support@sello.bio. Sello will do its best to help where it reasonably can, for example by contacting the Seller, checking order records, or applying a refund from the Seller's balance where the Seller agrees or these Terms allow it. That help is a courtesy, not a duty: Sello decides whether and how to assist, is not obliged to achieve any result, is not a mediator, arbitrator or guarantor, and does not become responsible for the delivery or the dispute by helping. Where Buyer-paid order insurance covers the loss, that is a separate promise from Sello and is handled under its own terms above.

support@sello.bio

9. Refunds, cancellations, and returns

This section sets out the minimum refund policy that applies to every purchase made through Sello. Sellers may offer more generous terms, but never less.

Physical products

Consumers in the UK and EU have a legal right to cancel an order for physical goods within 14 days of receiving them, without giving a reason (the "cooling-off period"), subject to limited legal exceptions (e.g. personalised or perishable items, or sealed goods unsealed after delivery where return would be unsuitable for hygiene reasons).
To cancel, contact the Seller or email us at support@sello.bio within the cooling-off period. Return the goods within 14 days of telling us you are cancelling. Unless the Seller states otherwise, the Buyer pays the cost of returning non-faulty goods.
Refunds for cancelled orders are issued within 14 days of the Seller receiving the goods back (or proof of return), to the original payment method.
Faulty, damaged, or misdescribed goods are refunded, repaired, or replaced in line with your statutory rights (in the UK, under the Consumer Rights Act 2015), and return costs for faulty goods are not charged to the Buyer.

Digital products

By purchasing a digital product and accessing or downloading it immediately, you request immediate performance and acknowledge that you lose the 14-day cooling-off right once the download or access begins.
If a digital product is faulty, materially not as described, or you were unable to access it, contact us within 14 days of purchase and we will provide a repair, replacement, or refund as required by law.

Services

You may cancel a purchased service within 14 days of purchase for a full refund, unless the service has already been fully performed with your prior agreement. If performance has started at your request, you may be charged proportionately for what has been delivered.

How refunds are processed

Approved refunds are issued to the original payment method. Once issued, they typically appear on the Buyer's statement within 5–10 business days, depending on the card issuer.
When an item is refunded, its share of shipping, tax, order insurance, express shipping, product extras and any platform fee shown at checkout is refunded with it, and any discount that applied is reversed in the same proportion. The payment-method fee itemised at checkout is retained to the extent the law allows, because the payment provider keeps it from us whether or not the order stands; where a consumer exercises a statutory cancellation right that requires all payments received to be returned, it is refunded too.
Refunded amounts are deducted from the relevant Seller's balance in the proportion the Seller received them. A Seller who refunds may be charged the refund fee shown in the dashboard. Refunds on partner-fulfilled products are handled by Sello and its fulfilment partner rather than by the Seller.
Each refund is documented by a credit note sent to the Buyer.

10. Chargebacks and disputes

Buyers should contact the Seller or Sello support first — most issues are resolved faster that way than through a card dispute.
Where a Buyer raises a chargeback, the disputed amount and any processor dispute fee may be deducted from the Seller's balance while the dispute is investigated. Sellers agree to provide evidence of fulfilment promptly on request.
Sellers with excessive dispute rates may have payouts delayed, reserves increased, or their store suspended.

11. Prohibited products and acceptable use

The Seller, and only the Seller, decides what to list on their store. Sello does not inspect, approve, curate or screen listings before they go live and has no general obligation to monitor them afterwards. By listing a product, the Seller warrants to Sello and to every Buyer that the product is lawful to sell and to ship in every country it is offered to, that the Seller holds every licence, permit, certification and right needed to sell it, and that it does not fall within this section.

You may not use Sello to sell, promote, or facilitate any of the following:

illegal products or services, or items that infringe third-party intellectual-property rights (counterfeits, replicas, "reps", "dupes", unlicensed copies, pirated content, or goods bearing a brand, logo, design or mark without the rights-holder's authorisation, however described);
weapons, ammunition, explosives, knives sold as weapons, or related accessories, parts or blueprints;
drugs, drug paraphernalia, or substances designed to mimic illegal drugs; tobacco, nicotine and vaping products; unlicensed pharmaceuticals, prescription-only medicines, or supplements, cosmetics or devices making unlawful health claims;
adult content or services of a sexual nature, and anything that sexualises a minor;
gambling, lotteries, raffles, or games of chance requiring payment to enter;
financial products or services including loans, investment schemes, cryptocurrency sales or exchanges, money transmission, gift-card or stored-value resale, or "get-rich-quick" schemes;
multi-level marketing, pyramid schemes, or the resale of social-media engagement (followers, likes, views), accounts, credentials, cheats or circumvention tools;
stolen goods, recalled or unsafe goods, hazardous materials, human remains or body parts, live animals, or protected wildlife products;
products or content that promote hate, violence, terrorism, harassment, or discrimination, or that are defamatory or invade another person's privacy;
products that are age-restricted, licence-restricted or subject to import or export controls in the Buyer's country, unless the Seller lawfully complies with every such restriction at their own cost; and
anything else prohibited by law, by our payment processors' rules (including the Stripe Restricted Businesses list), by card network rules, or by any policy Sello publishes from time to time.

You also must not: misuse the Platform (e.g. attempt to breach security, scrape data at scale, or interfere with its operation), misrepresent who you are, launder money or process payments for third parties, or use the Platform in connection with fraud of any kind.

If a prohibited product is sold anyway

Sello relies entirely on the Seller's warranty above. If a Seller lists, promotes, sells or ships a prohibited product despite it, whether deliberately, carelessly or in ignorance of the rules, then:

The Seller alone is responsible. Every consequence of that listing or sale, civil, regulatory and criminal, lies with the Seller. This includes liability to the Buyer, to rights-holders, to customs and tax authorities, to regulators, to carriers and to any other third party, and every fine, penalty, seizure, forfeiture, recall cost, legal cost and loss that follows.
Sello is not responsible in any way and cannot be held accountable. To the fullest extent the law allows, Sello has no liability of any kind, to the Seller, the Buyer or anyone else, for a prohibited product having been listed, displayed, sold, paid for, shipped or delivered through the Platform, for any harm it causes, or for Sello's failure to detect, remove or block it. Sello did not choose, describe, approve, supply, handle or profit from the product beyond a software fee, and the presence of a listing on the Platform is not an assertion by Sello that it is lawful or genuine.
The Seller's indemnity in section 19 applies in full, and the Seller must reimburse Sello on demand for any amount Sello pays, is fined, or is ordered to pay because of the Seller's prohibited product, together with Sello's costs of dealing with it, including the cost of any investigation, legal advice, regulatory response, payment-provider penalty or reputational remediation.
Sello may act without notice. Sello may remove the listing, cancel orders, refund Buyers from the Seller's balance, withhold, freeze or forfeit any funds connected with the prohibited activity to the extent permitted by law, suspend or terminate the account, refuse future accounts, and report the Seller to payment providers, rights-holders, law-enforcement or regulatory authorities, and may share the Seller's identity, contact, bank and transaction details with them for that purpose. The Seller consents to that sharing.
No excuse. It is not a defence that the product came from a supplier catalogue, that Sello AI suggested it, that a similar product is listed elsewhere on the Platform, that the Seller did not know the rules, that the Seller did not know the product was counterfeit or restricted, or that a store or listing was approved to go live.

Buyers acknowledge that they buy from the Seller at their own risk in respect of any product that turns out to be prohibited, that their remedies lie against the Seller, and that Sello's only obligation is to consider a report made under section 22.

12. Counterfeit, replica and infringing goods

This section applies in addition to section 11 and, where they overlap, this section prevails. It exists because the sale of counterfeit, replica or otherwise infringing goods ("Infringing Goods") exposes brand owners, Buyers and Sello to particular harm, and because Sello's position on it must be beyond doubt.

Absolute prohibition

Infringing Goods are prohibited on Sello without exception. Infringing Goods means any product, packaging, label, image or listing that reproduces, imitates, resembles or is marketed by reference to a registered or unregistered trade mark, design, trade dress, copyright work, patent or other intellectual-property right without the rights-holder's authorisation, whether or not it is described as "replica", "rep", "dupe", "inspired by", "unbranded", "1:1", "mirror", "AAA", "batch", "factory", "OEM", "same as" or any similar term, and whether or not the Buyer is told it is not genuine. A product is Infringing Goods if a reasonable rights-holder would say so; the Seller's own belief is irrelevant.

Seller warranty of authenticity

Every Seller warrants and represents to Sello, on each day their store is open and again each time they list, edit, import or sell a product, that: (a) every product on their store is genuine or is their own original work; (b) they have verified its provenance and authenticity themselves and hold documentary proof of it; (c) no listing uses a third party's mark, name, design, image or goodwill without written authorisation; and (d) they will remove any product immediately on learning, or being told by anyone, that it may be Infringing Goods. Sello relies on this warranty in allowing the Seller to use the Platform and would not do so without it.

Sello's role and knowledge

Sello is a hosting and payment-collection intermediary. Sello never sources, purchases, stocks, inspects, handles, ships, sees or takes title to any product, and has no means of, and no obligation to, verify the authenticity of any product listed by a Seller.
Sello does not pre-screen listings, does not monitor listings for Infringing Goods, and has no actual knowledge of any specific Infringing Goods unless and until it receives a valid, sufficiently specific notice under section 13. Sello's product-import, catalogue, search, suggestion and AI tools are neutral technical functions that process data supplied by third-party catalogues and by Sellers; they do not select, endorse, authenticate or recommend any product, and their availability, and the appearance of any product in them, is not knowledge, approval or promotion of that product by Sello.
The Seller, not Sello, chooses to list a product and is the only person who has seen it. Nothing in the Platform, in any store approval, in any theme, badge, label or fulfilment service, and in no communication from Sello, is a representation by Sello that any product is genuine.
Sello does not receive, and disclaims, any benefit from Infringing Goods beyond a software fee charged identically on every product. Where Sello learns that a fee was earned on Infringing Goods it may, at its discretion, refund it to the Buyer, donate it, or retain it to offset its costs.

If a Seller sells Infringing Goods anyway

The Seller is solely, fully and personally liable, to the rights-holder, the Buyer, customs and other authorities, and Sello, for every consequence of listing, offering, selling, importing, exporting, shipping or delivering Infringing Goods, including infringement damages, account of profits, statutory damages, seizure and destruction costs, fines, criminal penalties, recall and notification costs, and all legal costs of every party.
Sello is not liable, and cannot be held responsible or accountable, in any way, to anyone, for Infringing Goods having been listed, displayed, searched for, suggested, imported, sold, paid for, shipped or delivered through or with the help of the Platform, for any infringement, confusion, deception, loss, injury or damage they cause, or for Sello's failure to detect, prevent, remove or block them, in each case to the fullest extent the law allows. Sello's liability, if any cannot be excluded, is limited under section 18 and is in any case limited to complying with a valid takedown notice.
Full indemnity. Without limiting section 19, the Seller must defend, indemnify and hold harmless Sello, its directors, officers, employees, contractors, fulfilment partners and payment providers against every claim, demand, proceeding, investigation, loss, damage, fine, penalty, cost and expense (including legal fees on a full indemnity basis, expert fees, and the internal cost of Sello staff time) arising out of or connected with Infringing Goods on the Seller's store or in the Seller's orders, whether the claim is brought by a rights-holder, a Buyer, a payment provider, a card network, a customs or law-enforcement authority or anyone else, and whether or not the Seller knew the goods were infringing. Sello may conduct or settle any such claim as it sees fit and recover the cost from the Seller's balance, reserve, future payouts or by any other lawful means.
Immediate measures. On receiving a notice, a complaint, a chargeback pattern, a payment-provider flag, or on its own suspicion, Sello may without notice and without liability: remove or hide any listing or store; cancel or refund orders from the Seller's balance; freeze, withhold and, to the extent permitted by law, forfeit all funds in the Seller's account connected with the goods or with the store; require proof of authenticity before any funds are released; suspend or permanently terminate the account and any related account; and refuse the Seller, and anyone connected with them, any future account.
Cooperation with rights-holders and authorities. The Seller consents to Sello disclosing their legal name, address, contact details, identity documents, bank details, IP addresses, listing history, order history and supplier links to any rights-holder, its representative, customs, police, regulator or court that asks in connection with suspected Infringing Goods, without notice to the Seller, and agrees that Sello may do so as a matter of course rather than only when compelled.
Repeat infringers are terminated. A single sale of Infringing Goods may be treated as a repeat where the Seller has previously been warned or has multiple infringing listings.
No defence. It is not a defence, and does not reduce the Seller's liability, that the product was imported from a supplier catalogue or another shop, that Sello's tools found, suggested or listed it, that Sello AI wrote or translated the listing, that similar goods appear elsewhere on the Platform or the internet, that the Buyer was told the goods were not genuine, that the Seller believed the goods were genuine, that the Seller did not profit, or that a store or listing was approved to go live.

Buyers

Buyers acknowledge that Sello does not authenticate any product; that any product sold through a Sello storefront is sold by the Seller and warranted (if at all) by the Seller alone; that Sello makes no representation that any product is genuine; that buying goods they know or suspect to be Infringing Goods may itself be unlawful where they live and is done entirely at their own risk; and that their only remedies in respect of Infringing Goods are against the Seller, under section 9, and through their payment provider. Sello will consider a report under section 22 but is not obliged to refund, compensate or take any particular action.

13. Content and intellectual property

Sellers keep ownership of the content they upload (product images, descriptions, digital files, store branding). Sellers grant Sello a non-exclusive, worldwide, royalty-free licence to host, display, reproduce, and distribute that content as needed to operate and promote the Platform and the Seller's storefront.
Sellers warrant that their content and products do not infringe anyone else's rights. If you believe content on Sello infringes your rights, report it to support@sello.bio and we will review and, where appropriate, remove it.
The Platform itself — including its software, design, and the Sello name and logo — belongs to Sello and its licensors. You may not copy or reuse it except as allowed by these Terms.
Buyers of digital products receive a personal, non-transferable licence to use the purchased content unless the Seller grants broader rights. Buying a digital product does not transfer copyright.
Content imported from a supplier catalogue or another shop, and content produced with Sello AI, is treated as content the Seller uploaded once the Seller publishes it: the same licence, warranty and responsibility apply.
Themes a Seller designs with Sello AI may be added to a shared theme library, without the Seller's name, store name or products, so other Sellers can start from them. Only the visual design is shared, never your content.

14. Buyer data, customer relationships and marketing

Sello is the platform on which every store runs, every product is listed and every payment is taken. The Buyer relationship is created on Sello, the data that describes it is collected by Sello's systems, and it exists because of Sello's infrastructure. This section sets out who may use that data and for what.

Sello's rights in Buyer data

Sello is an independent controller of all personal data that Buyers provide or generate when they browse a storefront, create an account, place an order, pay, contact a store, subscribe, vote, report, or otherwise interact with the Platform ("Buyer Data"), including names, email addresses, phone numbers, delivery and billing addresses, order and payment history, device and usage data, preferences and communications. Sello does not process Buyer Data as the Seller's processor or on the Seller's instructions.
Sello may use Buyer Data for its own purposes, as described in the Privacy Policy, including: operating, securing and improving the Platform; providing order, receipt, delivery, insurance and support communications; fraud, dispute and compliance work; analytics, product research and the training or evaluation of Sello's own tools including Sello AI; marketing Sello, Sello's own products and services, other stores and products on the Platform, and offers from Sello's partners; building a Buyer account that works across every store on the Platform; and any other purpose permitted by law.
Sello's rights are not limited by the Seller. A Seller may not restrict, condition, revoke or charge for Sello's use of Buyer Data, may not require Sello to delete it when the Seller closes a store or leaves the Platform, and acquires no exclusive right to any Buyer or to any Buyer's data by making a sale. Sello's retention, use and sharing of Buyer Data continues after a store closes, subject only to the Privacy Policy and the law.
Sello owns all databases, records, aggregates, insights, models and derived data created from Buyer Data and from Sellers' use of the Platform, and may use, license and publish them in aggregated or anonymised form without restriction.

Sellers

Sellers accept and agree that Sello may send its own marketing to the Seller's customers, including Buyers who have bought from the Seller's store, by email, push notification, in-app message, SMS or any other channel the law permits, about Sello, Sello's products and services, other stores and products on the Platform, and partner offers, without the Seller's involvement, approval, attribution or compensation, and that Sello may do so before, during and after the Seller's relationship with the Platform. Sellers will not object to, interfere with, or tell Buyers to opt out of such marketing, and will not represent to Buyers that they will not receive it.
Sellers receive a limited, non-exclusive, revocable licence to use the Buyer Data shown in their dashboard solely to fulfil orders, provide customer service, meet their legal obligations and, only where the Seller has itself obtained a lawful basis, send their own marketing. Sellers are independent controllers for that use, are responsible for their own compliance, and must not: sell, rent, share or transfer Buyer Data to any third party (other than a carrier or service provider needed to fulfil an order); use it to move Buyers or sales off the Platform, to solicit Buyers for a competing platform, or to disparage Sello; scrape, export or copy it in bulk beyond what the dashboard provides; or retain it after it is no longer needed for the order.
Sellers also agree that Sello may contact the Seller with marketing about Sello, Premium, features, programmes and partner offers, and that this is part of operating a Seller account.
Sellers must display Sello's Privacy Policy notice on their storefront as the Platform provides it, must not remove or obscure it, and must not make any statement to Buyers about data or marketing that contradicts this section or the Privacy Policy.

Buyers

By creating an account, placing an order, subscribing, or otherwise giving Sello your contact details, you agree that Sello may send you marketing about Sello, Sello's own products and services (such as order insurance and Buyer accounts), other stores and products on the Platform, and offers from Sello's partners, by email and by any other channel you have given us details for, and that Sello may use your Buyer Data for the purposes in this section and in the Privacy Policy. Where the law requires a separate consent for a particular channel or purpose, the Platform will ask for it, and your agreement to these Terms is your agreement to be asked.
You can stop marketing at any time using the unsubscribe link in any message, your account settings, or by emailing support@sello.bio. Stopping marketing does not stop transactional messages about your orders, refunds, insurance, security or account, which we must send.
Your details are shared with the Seller you buy from only to the extent needed to fulfil your order and meet the Seller's legal duties. Sello is not responsible for what a Seller does with them outside the Platform, though a Seller who misuses them breaches these Terms and may be removed.
Your rights over your personal data, including access, correction, deletion, objection to marketing and portability, are set out in the Privacy Policy and are not reduced by this section.

15. Sello AI

Sello AI is an assistant built into the dashboard that can design store themes, draft titles, descriptions and prices, suggest products, translate or rename product variations, and carry out changes to your store and products when you confirm them.

You confirm, we apply. Sello AI never changes your store on its own. Every edit, price change, import or new store it proposes is shown to you first and applied only when you confirm it. Once confirmed, the change is yours in the same way as one you made by hand.
Output can be wrong. Sello AI generates its answers with a machine-learning model and can produce text, prices, translations or suggestions that are inaccurate, incomplete, out of date, unsuitable for your market or, occasionally, similar to material owned by someone else. Check everything before you publish it. Sello AI does not give legal, tax, financial or product-safety advice.
Your responsibility. Anything you publish or sell after using Sello AI is your content and your listing, and sections 4, 11, 12 and 13 apply to it in full. Product suggestions are drawn from supplier catalogues and popularity data, not from any assessment of legality or quality.
What Sello AI sees. To answer you, Sello AI is given the message you type, your recent conversation, and details of your own stores and products (names, prices, categories, variations). It is never given your bank details, payout history or Buyers' personal data. Your conversations may be processed by a third-party AI provider on our behalf under our Privacy Policy, and we may review conversations to improve the assistant and to enforce these Terms.
Fair use. Sello AI is metered. Free accounts have daily and hourly limits on requests, live supplier searches and generated designs; Premium accounts have higher limits. Limits are shown in the app and may change. You must not use Sello AI to generate prohibited content (section 11), to attempt to extract its instructions, or to automate requests.
No guarantee. Sello AI is provided as an experimental feature and may be changed, limited or withdrawn at any time.

16. Affiliate programme

Sello runs an affiliate programme under which approved participants earn commission for Sellers they refer. The programme's own terms, tiers, commission rates, cookie windows, qualification and payout rules are set out on the affiliates page and in the affiliate dashboard, which form part of these Terms for participants. Commission is calculated on Sello's fee revenue from a referred store, not on the store's sales, is reversed where the underlying order is refunded or charged back, and is paid only once the referred store has qualified and the balance has cleared. Self-referrals, referrals obtained through misleading claims, spam, paid brand-term advertising or coupon-site abuse, and any attempt to manipulate qualification are prohibited and forfeit commission. We may change the rates, rules or tiers, or suspend or end the programme, at any time without notice. Commission that has already reached the approved stage is paid; pending or locked commission may be recalculated under the new rules or cancelled if the programme ends.

17. Platform availability and changes

Sello is an early-stage company and the Platform is under continuous development. It is provided "as is" and "as available", without any warranty of any kind, express or implied, including any warranty of merchantability, fitness for a particular purpose, accuracy, availability or non-infringement, to the fullest extent the law allows. We do not guarantee uninterrupted, timely, secure or error-free operation, that data will be preserved, or that any feature will continue to exist. We may add, change, limit, suspend, withdraw or discontinue any part of the Platform, any feature, any theme, any integration, any payment method and any pricing at any time, for any reason, without prior notice and without liability to you. We may impose limits (for example on storage, bandwidth, products, requests or API calls) whenever we see fit. You are responsible for keeping your own copies of any content you upload.

18. Liability

Nothing in these Terms excludes or limits liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot be excluded by law. Nothing in these Terms affects a consumer's statutory rights.
Because the sale contract is between Buyer and Seller, the Seller alone is responsible to the Buyer for the products they sell, including their description, quality, safety, legality, fitness, pricing, delivery, returns and after-sales support. Sello has no liability of any kind for any product, listing, storefront, Seller or Seller content, whether the product is the Seller's own stock or partner-fulfilled.
To the fullest extent the law allows, Sello is not liable to anyone for: the acts or omissions of any Seller, Buyer, supplier, fulfilment partner, carrier or payment provider; any loss of profits, revenue, sales, business, goodwill, data or anticipated savings; any indirect, special or consequential loss; any loss arising from downtime, data loss, a change to or withdrawal of a feature, a security incident not caused by our own gross negligence, or a decision by a payment provider, card network, bank or authority; or any loss you could have avoided by taking reasonable care.
Where liability cannot lawfully be excluded, Sello's total aggregate liability to any person, for all claims in any 12-month period, is limited to the platform fees that person paid to Sello in the three months before the first claim, or GBP 50 if greater. For a Buyer, it is further limited to the amount that Buyer paid to Sello (not to the Seller) for the order concerned.
Sellers accept the Platform as business users. To the extent a Seller is not a consumer, any warranty, condition or term implied by statute or common law is excluded, and no claim may be brought against Sello more than 12 months after the event giving rise to it.

19. Seller indemnity

Sellers will defend, indemnify and hold harmless Sello, its directors, officers, employees, contractors, fulfilment partners and payment providers against all claims, demands, proceedings, losses, damages, fines, penalties, chargebacks, taxes, costs and expenses (including legal fees on a full indemnity basis) arising out of or connected with: the products they list or sell, whether from their own inventory or partner-fulfilled; their listings, content, storefront and branding; any claim by a Buyer, supplier, rights-holder, carrier, authority or other third party; any product-liability, safety, recall, consumer-protection, tax, customs, data-protection or intellectual-property matter relating to their sales; their breach of these Terms; or their breach of any law. This indemnity applies regardless of any fault on Sello's part, except to the extent a loss is caused by Sello's own fraud. Sello may settle any claim at its discretion and set the cost off against the Seller's balance or future payouts.

20. Suspension and termination

Sellers accept these Terms as business users and confirm they are trading in the course of a business, whether or not registered. Consumer protections that apply to Buyers do not apply to Sellers in their dealings with Sello.
You can close your account at any time from the app settings or by emailing support@sello.bio. Outstanding orders must still be fulfilled or refunded, and any remaining balance (after reserves, refunds, and fees) is paid out in the normal payout cycle.
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 there is a breach of these Terms or the law; a prohibited, unsafe, counterfeit or infringing product; misleading or fraudulent activity; unfulfilled orders or an abnormal rate of refunds, chargebacks or complaints; an attempt to take transactions off-platform, manipulate fees or evade a previous suspension; a legal, regulatory or law-enforcement request; or risk to Sello, our partners or our payment providers.
Where the risk is not immediate we will usually contact you first and give you a chance to put it right. Where the risk is immediate, or the breach is serious or repeated, we may act first and explain afterwards. We may also apply a lesser measure instead of removal, such as pausing new orders, hiding a listing, requiring extra verification, or placing an account under review.
You may appeal by writing to support@sello.bio. We consider appeals in good faith, but we are not obliged to reinstate a store or to explain our reasoning in detail, and we may withhold detail that would compromise a fraud, security or legal matter.
Sections that by their nature should survive termination (including fees owed, content licences needed to complete existing orders, liability, and indemnity) survive.

21. Funds and orders when an account closes

If a store is suspended or closed, whether by you or by us:

Orders already paid for. We will either allow existing orders to be fulfilled or refund the Buyers, depending on what is fairest and safest. Buyers come first: where a Buyer has paid for something they will not receive, the money goes back to the Buyer.
Money still clearing. Earnings that have not yet cleared may be held while we review the account, typically until refunds, chargebacks, disputes and investigations are resolved. That 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 not needed to cover refunds, chargebacks, fees, fines or losses are paid to your verified bank account, subject to identity verification and the payout minimums shown 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 or reverse them, return them to Buyers, or hand them to the relevant authority or payment provider. We may 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.

This exists so Buyers are not left out of pocket and so Sello and its payment partners are not exposed to losses caused by an account. It does not limit any statutory right you have to funds properly owed to you.

22. Reporting a store or product

Anyone can report a storefront, listing or product using the "Report this store" link on any storefront or product page, or by emailing support@sello.bio. Include the URL, what you believe is wrong, and any evidence. Intellectual-property complaints follow the notice procedure in our Platform Legal Notice.

We review every report. Depending on what we find we may take no action, ask the Seller for 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. Reports involving safety, counterfeiting, fraud or harm to a person are prioritised. Deliberately false or abusive reports may lead to action against the reporting account.

23. Your statutory rights

If you are a consumer, these Terms do not limit any rights you have under applicable consumer protection law, including (in the UK) the Consumer Rights Act 2015 and the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. Where these Terms conflict with rights you cannot waive, those rights prevail.

24. Changes to these Terms

Sello is a startup and the Platform, its features, fees and rules change often. We may update these Terms, our fees, our policies and any part of the Platform at any time, with immediate effect and without prior notice. The current version is always the one published at this address and the "Last updated" date at the top shows when it changed. It is your responsibility to check it. Continuing to use the Platform, keeping a store open, or leaving funds in your account after a change is published means you accept the updated Terms; if you do not accept them, your only remedy is to stop using the Platform and close your account. Where the law requires that a consumer be told about a change before it binds them, publication at this address is the notice, and the change binds a consumer from the next order they place.

25. Governing law and disputes

These Terms are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction, except that if you are a consumer living elsewhere in the UK or in the EU you also benefit from any mandatory protections of, and may bring proceedings in, the country where you live. Sellers agree that any claim against Sello must be brought individually and not as part of any class, group or representative action, and that Sello may seek injunctive relief in any competent court. If any part of these Terms is found unenforceable, the rest continues in full and the unenforceable part is replaced by the closest enforceable wording that achieves its purpose. Sello's failure to enforce any right is not a waiver of it.

26. Contact

Questions about these Terms, orders, or refunds: support@sello.bio. We try to respond promptly but do not commit to any response time.