From humble beginnings to turning into certainly one of Africa’s fastest-growing digital commerce platforms, Selar is proof {that a} facet mission can develop right into a power able to reworking a whole business.
Based in 2016 by Douglas Kendyson, Selar was constructed to empower creators throughout Africa to monetise their skills in ways in which hadn’t been achieved earlier than. At its core, Selar.co began with a daring mission: to simplify how African creators promote digital merchandise.
By 2020, a small group of Nigerian entrepreneurs behind Selar recognised a persistent problem: creators throughout the continent struggled to monetise choices like ebooks, on-line programs, and occasion tickets attributable to clunky fee programs and technical limitations.
They envisioned a user-friendly platform the place creators might begin promoting in minutes, without having for a web site or technical setup. From the outset, Selar supported multi-currency transactions (NGN, USD, GHS, KES, ZAR, GBP) and seamlessly built-in native and worldwide fee gateways, enabling customers to add merchandise and begin promoting instantly.
To satisfy creator wants, Selar constructed strong instruments: automated checkout pages, affiliate internet marketing, deserted cart restoration, gross sales analytics, coupon programs, customized domains, and authorized pages, all accessible from a single dashboard.
One among Selar’s standout choices grew to become its course-hosting function. Not like many world studying platforms with restrictions and dollar-based pricing, Selar provided limitless video uploads, drip content material scheduling, certificates, scholar engagement instruments, and seamless scholar administration, tailor-made particularly for African customers.
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“Selar helps eight currencies in the present day, and since we work with a number of suppliers to make this potential, payouts to your checking account/pockets are made based mostly on the foreign money of the sale. You get to promote in any foreign money and have the quantity transformed and credited in your nation’s default foreign money,” the corporate mentioned.
Selar’s enterprise mannequin was creator-friendly from the beginning, with no month-to-month charges, solely small transaction costs. As creators grew their companies, they might improve to Professional or Turbo plans, unlocking premium analytics and superior affiliate options.
The Rise of Selar
What started as a modest instrument has developed into a strong platform enabling monetary independence for hundreds of African creators. In the present day, Selar is a thriving ecosystem the place creativity is translated into earnings.
The platform now helps a rising creator group, cross-border funds, and an increasing suite of instruments. Over time, Selar has change into greater than only a tech startup—it’s a springboard for African creators. From e book authors and course creators to designers, musicians, and occasion organisers, the platform empowers numerous digital entrepreneurs with instruments that mirror their wants.
Selar’s messaging typically highlights actual success tales: from facet incomes and passive income to six-figure earners, proof that creator-led commerce is flourishing throughout the continent.
Founder Douglas Kendyson, a Covenant College graduate at 19, was as soon as a curious web site developer. He later labored at Paystack and Flutterwave—two of Nigeria’s most influential fintechs—earlier than taking over two roles in Dubai. He finally returned to construct Selar, which in 2024 alone, paid out N9.8 billion to over 241,000 creators promoting digital merchandise comparable to ebooks and programs.
Selar In the present day
As of 2025, Selar.co (previously selar.com) stands as a full-fledged digital commerce ecosystem for creators promoting all the pieces from ebooks and programs to music, templates, memberships, and occasion tickets.
It now options a wide selection of creator-centric instruments: affiliate internet marketing, analytics dashboards, automated follow-ups, and customized pricing. It additionally integrates with PayPal and Stripe, presents payouts inside 24 hours or through pockets, and helps eight main currencies.
Now competing with world platforms, Selar units itself aside with a deep understanding of native challenges whereas scaling globally. It’s greater than a product; it’s a creator-first platform constructed for African realities.
Learn additionally: Africa’s creator economy needs infrastructure, not just inspiration and followers
How Selar Achieved Its Rags-to-Riches Story
Selar’s success lies in fixing actual, native issues with elegant, easy-to-use options. By making sign-up easy, eradicating technical hurdles, and enabling multi-currency funds, the platform addressed ache factors ignored by mainstream instruments.
Its regular function enlargement—pushed by direct creator suggestions—introduced in affiliate programs, in-depth analytics, and superior course-hosting capabilities.
Crucially, creator success tales grew to become a part of Selar’s advertising engine. Every e book sale, course launch, and payout served as proof of risk, drawing extra customers in. And with a sustainable transaction-based mannequin (with optionally available premium tiers), Selar aligned its development with the expansion of its customers.
In the present day, Selar helps creators in Nigeria, Ghana, Kenya, South Africa—and it’s simply getting began. With a transparent Pan-African ambition, the platform continues to redefine what’s potential for the continent’s inventive financial system.
