Selery
Selery is a US-based 3PL provider offering warehousing, pick-and-pack fulfillment, kitting, returns, and shipping across 15 global locations for small and medium e-commerce brands, with ShipHero-integrated platform, AI-assisted forecasting, and tiered per-order pricing.
- Company typePrivate
- Founded2014
- HeadquartersDallas, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Selery does
Selery Fulfillment (Selery, Inc.) is a US-based third-party logistics (3PL) provider founded in 2014 and headquartered in Carrollton, Texas, specializing in fulfillment for small and medium e-commerce brands. The company operates a distributed network of 15 warehouse locations across the United States (Texas, Utah, Illinois, Florida, North Carolina, California), Canada, the United Kingdom, and the Netherlands, with climate-controlled storage and same-day fulfillment for orders received before noon CST. Selery's core service is end-to-end order fulfillment — warehousing, picking, packing, kitting, shipping, and returns management — with a claimed 99.96% order accuracy rate and a 90-day satisfaction guarantee that covers the cost of switching providers if a client is dissatisfied.
The technical platform is built on the ShipHero warehouse management system (WMS) accessed via proprietary middleware that integrates clients' e-commerce storefronts (Shopify, Amazon, WooCommerce, Magento, BigCommerce, eBay, Etsy, Walmart, Google Shopping) for automated order and inventory synchronization. Selery layers on AI-assisted inventory forecasting, real-time inventory dashboards, and AI-driven routing for warehouse operations. Revenue is generated through per-order transaction fees tiered by monthly volume ($1.00-$1.90+ per order across Startup, Growth, and Scale plans), recurring storage fees ($2/bin/month or $25/pallet/month), à la carte add-on services (returns processing, FBA prep, kitting, barcoding, custom packaging), and pass-through shipping billed at negotiated FedEx, UPS, USPS, and DHL rates.
Selery goes to market via sales-led direct outreach with dedicated account managers, supported by content marketing, social media presence, and a 5% referral program. The customer base is predominantly small and medium direct-to-consumer e-commerce brands and subscription box companies, with notable brand-name enterprise clients including GAP, Olive Garden, Dallas Mavericks, Takis, and Dermalogica. Selery publicly emphasizes a mission-driven operating model — 70% of clients are women-owned businesses and 90% of warehouse staff are first-generation Latin-American women — and the company is endorsed publicly by Mark Cuban as both client and Dallas-area investor. Total disclosed outside funding is approximately $3.3M across rounds from 2016 to 2021, led by Deep Space Ventures and Cypress Growth Capital.
Selery firmographics
Firmographics- Name
- Selery
- Legal name
- Selery, Inc.
- Website
- https://seleryfulfillment.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selery is a US-based 3PL provider offering warehousing, pick-and-pack fulfillment, kitting, returns, and shipping across 15 global locations for small and medium e-commerce brands, with ShipHero-integrated platform, AI-assisted forecasting, and tiered per-order pricing.
- Ownership category
- akta.pro rank
Selery industry classification
Industry- Product category
- E-commerce Fulfillment Services
- NAICS
- Freight Transportation Arrangement (488510)
- SIC
- Arrangement Of Transportation Of Freight & Cargo (4731)
- akta.pro primary industry
- E-commerce Fulfillment & Omnichannel Logistics (Pick/Pack/Returns) (TLAIAAAD)
- akta.pro secondary industries
- Personalization & Value-Added E-commerce Fulfillment (Kitting, Inserts, Engraving) (TLAIADAK), Returns Processing & Refund-Oriented Returns (Inspection/Restock) (TLAIADAE), Inventory Management & Replenishment (Cycle Counts, Slotting, Demand-Based Replen) (TLAIADAM), Cross-Border E-commerce Parcel Logistics (DDP/Customs-Integrated) (TLAAAFAE), Reverse Logistics & Returns Management (Repair, Refurb, Recycling) (TLAIAAAH)
Keywords
Where Selery is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Selery business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Pick and Pack Fulfillment: Core order fulfillment service where Selery picks products from inventory, packs them according to brand specifications, and ships to customers. Pricing is tiered based on monthly order volume: Startup tier ($1.90+/order for <5k orders), Growth tier ($1.50+/order for 5k-10k orders), and Scale tier ($1.00+/order for 10k+ orders).
- Warehousing and Storage: Storage fees for inventory held at Selery facilities. Bin storage costs $2 per month and pallet storage costs $25 per month. Charges apply only for space actually used.
- Additional Items and Services: Fees for additional items added to shipments ($0.25 each), plus à la carte services including returns processing, FBA prep, kitting, barcoding, receiving containers, customized boxes, customer service support, handwritten notes, and inserts/stickers.
- Shipping: Shipping costs passed through to clients using negotiated carrier rates with FedEx, UPS, USPS, and DHL. Clients receive discounted shipping rates unavailable to individual shippers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Startup tier for brands with <5k orders per month at $1.90+ per order |
| Unit Pricing | Monthly | Growth tier for brands with 5k-10k orders per month at $1.50+ per order |
| Unit Pricing | Monthly | Scale tier for enterprise brands with 10k+ orders per month at $1.00+ per order |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Selery product offering
Product offeringCore offering
Selery is a third-party logistics (3PL) provider that delivers e-commerce fulfillment services including warehousing, picking, packing, shipping, kitting, returns management, and subscription box fulfillment. The company operates 15 global warehouse locations across the US, Canada, UK, and Netherlands, integrated via ShipHero warehouse management system with major e-commerce platforms such as Shopify, Amazon, WooCommerce, and Walmart.
Product overview
Selery Fulfillment is a 3PL (third-party logistics) provider offering a unified e-commerce fulfillment platform with multiple integrated service modules. The core platform combines e-commerce fulfillment, subscription box fulfillment, warehousing (with climate-controlled options), order fulfillment, kitting and assembly, returns management, and LTL freight services. These services are delivered through 15 global warehouse locations with native integrations to major e-commerce platforms (Shopify, Amazon, WooCommerce, Magento, BigCommerce, eBay, Etsy, Walmart, Google Shopping) via ShipHero middleware. The product portfolio includes the core fulfillment platform plus add-on modules such as Amazon FBA Prep, custom branded packaging, drop-shipping, and LTL freight. Selery also offers tiered pricing plans (Startup, Growth, Scale) scaled to different order volumes, all including storage, account management, and branded packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- E-Commerce Fulfillment
Quantifiable outcome
- 99.96% order accuracy rate
- +5 more outcomes
Companies that use Selery
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles3 records
Selery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability4 records
Feature5 records
Selery partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- ShopifycoreNative integration with Shopify e-commerce platform enabling seamless order synchronization and inventory management for Shopify merchants using Selery fulfillment services.
- AmazoncoreIntegration for Amazon order fulfillment including FBM (Fulfilled by Merchant) seamless processing. Selery handles Amazon orders after customer purchase through direct system connection.
- WooCommercecoreNative integration with WooCommerce WordPress e-commerce platform enabling automated order flow and inventory sync for WooCommerce store owners.
- eBaycoreIntegration with eBay marketplace for automated order fulfillment and inventory management across eBay sales channels.
- WalmartcoreIntegration with Walmart Marketplace enabling Selery to fulfill Walmart orders seamlessly through the same warehouse operations.
- EtsycoreNative integration with Etsy marketplace for automated order processing and fulfillment services for Etsy sellers.
- BigCommercecoreIntegration with BigCommerce SaaS e-commerce platform enabling automated order fulfillment for BigCommerce merchants.
- MagentocoreIntegration with Magento e-commerce platform for automated order fulfillment and inventory synchronization.
- Google ShoppingcoreIntegration with Google Shopping for order fulfillment and inventory management for Google Shopping sellers.
- ShipHerocoreWarehouse management system (WMS) platform integrated with e-commerce platforms. Handles order management, inventory tracking, and fulfillment workflow automation.
- FedExcoreCarrier partnership providing shipping services. Selery leverages negotiated bulk rates with FedEx for client shipping discounts.
- UPScoreCarrier partnership for package delivery. Selery provides clients access to negotiated UPS shipping rates unavailable to individual shippers.
- USPScoreCarriage partnership for domestic and international shipping. Daily pickups maintained with USPS alongside other carriers.
- DHLcoreInternational carrier partnership for global shipping. Daily pickups available with DHL for international order fulfillment.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Selery competitors and assessment
Company assessmentDirect peers
- ShipBob: ShipBob is a venture-backed SMB-focused 3PL offering distributed fulfillment centers, multi-channel e-commerce integrations (Shopify, Amazon, etc.), and tiered pricing. It is the most direct competitor to Selery, competing for the same DTC/subscription box SMB customer with overlapping geographic footprint and pricing structure.
- ShipMonk: ShipMonk is a multi-channel 3PL with fulfillment centers across the US, technology-driven WMS, and integrations with major e-commerce platforms. It competes head-to-head with Selery for SMB and mid-market e-commerce fulfillment, including subscription box and Amazon FBA prep services.
- Red Stag Fulfillment: Red Stag is a US 3PL specializing in e-commerce fulfillment for large, heavy, and high-value products, with a focus on accuracy and customer service. It is a direct comparable to Selery in the SMB-to-mid-market e-commerce segment with overlapping service modules (pick/pack, returns, kitting).
- Rakuten Super Logistics: Rakuten Super Logistics (formerly Webgistix) is a US-based 3PL offering distributed fulfillment, multi-channel integration, and value-added services. It directly competes with Selery for SMB e-commerce brands using tiered pricing and platform-agnostic order routing.
- eFulfillment Service: eFulfillment Service is a long-standing e-commerce 3PL focused on SMB and mid-market sellers with multi-channel order fulfillment, returns, and storage. It is a direct peer to Selery in segment, customer profile, and service offering.
- Fulfyld: Fulfyld is an asset-light e-commerce 3PL serving SMB brands with distributed fulfillment, branded packaging, and subscription box capabilities. It directly competes with Selery in the subscription/DTC fulfillment niche with comparable pricing tiers and integrations.
Broad incumbents
- Amazon Multi-Channel Fulfillment: Amazon's Multi-Channel Fulfillment (MCF) and FBA services use Amazon's enormous fulfillment network to ship DTC orders for non-Amazon sales channels. It competes broadly with Selery on speed and scale, particularly for SMB sellers already integrated into Amazon's ecosystem, though it lacks Selery's personal account management and mission-driven positioning.
- FedEx Fulfillment: FedEx Fulfillment (formerly FedEx Fulfillment/SameDay City) is a broad e-commerce fulfillment offering leveraging FedEx's national logistics network. It is a broader incumbent competitor that overlaps with Selery on US distribution, multi-carrier shipping, and enterprise-grade SLAs.
- DHL eCommerce / DHL Supply Chain: DHL eCommerce and Supply Chain offer international fulfillment and cross-border logistics across Europe and North America. Selery already partners with DHL for shipping; DHL also competes for the same cross-border e-commerce fulfillment opportunity Selery's UK/Netherlands footprint targets.
Others
- ShipHero: ShipHero is Selery's core WMS partner powering integrations, order routing, and inventory visibility. While primarily an enabling technology partner, ShipHero also offers its own fulfillment services to some brands, making it a partial competitor and a strategically important vendor/ecosystem participant.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Selery social profiles
Digital presenceSelery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selery leadership team
Management profileNumber of profiles
Profiles2 records
Selery funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selery
What does Selery do?
Selery is a third-party logistics (3PL) provider that delivers e-commerce fulfillment services including warehousing, picking, packing, shipping, kitting, returns management, and subscription box fulfillment. The company operates 15 global warehouse locations across the US, Canada, UK, and Netherlands, integrated via ShipHero warehouse management system with major e-commerce platforms such as Shopify, Amazon, WooCommerce, and Walmart.
Is Selery a public or private company?
Selery is a private company. It is classified as venture growth investor backed and is currently operating.
When was Selery founded?
Selery was founded in 2014. It employs 11 to 50 people.
Where is Selery based?
Selery is headquartered in Dallas, United States, in the North America region.
How does Selery make money?
Four revenue lines are on record. Pick and Pack Fulfillment is the primary driver. The others are warehousing and Storage, additional Items and Services and shipping.
Who are Selery's main competitors?
Direct peers on record are ShipBob, ShipMonk, Red Stag Fulfillment, Rakuten Super Logistics, eFulfillment Service and Fulfyld. Broad incumbents are Amazon Multi-Channel Fulfillment, FedEx Fulfillment and DHL eCommerce / DHL Supply Chain. ShipHero is listed as an others.
Does Selery have an API?
No public API is recorded for Selery.
What industry is Selery in?
Selery's product category is E-commerce Fulfillment Services. Its primary akta.pro industry code is TLAIAAAD, E-commerce Fulfillment & Omnichannel Logistics (Pick/Pack/Returns), with a secondary code of TLAIADAK, Personalization & Value-Added E-commerce Fulfillment (Kitting, Inserts, Engraving). Its NAICS code is 488510 and its SIC code is 4731.