Terms of Service

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 by the Seller to the Buyer; 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. 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, and facilitates communication between Buyers and Sellers.

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 8 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; and
• not use Sello to collect payments unrelated to a genuine sale of your listed products.

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.
• Fees. Sello charges Sellers a platform fee on each sale, and may charge payment-processing, payout, currency-conversion and chargeback fees, and fees frozen on a product at import for partner-fulfilled items. The current rates that apply to your account are shown in the Seller dashboard before you start selling and on each payout statement, and that dashboard is authoritative. We may change fee rates with at least 30 days' notice to Sellers; changes never apply retroactively to completed sales.
• Currency. Prices may be displayed to Buyers in their local currency for convenience; 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.
• 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. Purchases

• The total price, including any delivery cost stated by the Seller, 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.

7. Delivery and fulfilment

• Digital products are made available for download or access promptly after payment, normally immediately.
• Physical products 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.
• Services are scheduled and performed as agreed between the Buyer and Seller after purchase.
• If your order has not arrived or been delivered as described, contact the Seller through your order confirmation, or contact us at support@sello.bio and we will help resolve it.

8. 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.
• Refunded amounts (including, where applicable, payment processing costs) are deducted from the relevant Seller's balance.

9. 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.

10. Prohibited products and acceptable use

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, unlicensed copies, pirated content);
• weapons, ammunition, explosives, or related accessories;
• drugs, drug paraphernalia, or substances designed to mimic illegal drugs; tobacco, vaping products, or unlicensed pharmaceuticals and supplements making unlawful health claims;
• adult content or services of a sexual nature;
• 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, or "get-rich-quick" schemes;
• multi-level marketing, pyramid schemes, or the resale of social-media engagement (followers, likes, views);
• stolen goods, hazardous materials, human remains or body parts, live animals, or protected wildlife products;
• products or content that promote hate, violence, harassment, or discrimination; and
• anything else prohibited by our payment processors' rules (including the Stripe Restricted Businesses list) or by card network rules.

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. We may remove listings, withhold funds connected to prohibited activity to the extent permitted by law, and suspend or terminate accounts that breach this section.

11. 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.

12. Platform availability and changes

We work to keep Sello available and secure, but the Platform is provided "as is" and we do not guarantee uninterrupted or error-free operation. We may modify, suspend, or discontinue features with reasonable notice where changes materially affect Sellers. We may also impose reasonable limits (e.g. storage or bandwidth) to protect the service.

13. 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 is responsible to the Buyer for the products they sell, including their quality, safety, legality, and delivery. Sello is responsible for providing the Platform with reasonable skill and care.
• Subject to the above, Sello is not liable for loss of profits, loss of business, or indirect or consequential loss, and our total liability to any Seller arising out of the Platform in any 12-month period is limited to the total platform fees that Seller paid us in that period (or £100 if greater).

14. Seller indemnity

Sellers will indemnify Sello against claims, losses, and costs (including reasonable legal fees) arising from the products they sell, their content, their breach of these Terms, or their violation of applicable law, except to the extent caused by Sello's own breach or negligence.

15. Suspension and termination

• 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.

16. 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.

17. 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.

18. 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.

19. Changes to these Terms

We may update these Terms from time to time. For material changes we will give reasonable advance notice (for Sellers, at least 30 days by email or dashboard notice). The "Last updated" date at the top shows the current version. Continuing to use the Platform after a change takes effect means you accept the updated Terms; if you do not, stop using the Platform and close your account.

20. Governing law and disputes

These Terms are governed by the laws of England and Wales, and the courts of England and Wales have 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.

21. Contact

Questions about these Terms, orders, or refunds: support@sello.bio. We aim to respond within 2 business days.