What Sellar does

Sellar is a UK-based B2B SaaS platform that enables craft drinks producers (breweries, soda makers, drinks producers) to sell directly to trade stockists (pubs, bars, venues), eliminating traditional wholesaler markups. Operating as Waffle Tech Limited, the company is headquartered in Brighton, United Kingdom, employs 1–10 people, and was founded in 2020. Its core value proposition is collapsing the fragmented B2B drinks trade — historically managed via spreadsheets, emails, PDFs, and separate courier deliveries — into a single integrated stack that handles ordering, pricing, payments, credit, logistics and distribution. The platform has processed over 500,000 cumulative package shipments across its operational history.

The technology stack is built around a cloud-based web application at app.sellar.io. The anchor product is Sellar Lists, a tiered SaaS subscription (£200 Essentials / £350 Growth / £450 Pro per month, monthly rolling) providing makers with customer account management, custom pricing terms, sales analytics, card payment processing, accounting integrations, and smart delivery area controls. Layered on this core are four complementary modules: Sellar Market (a B2B discovery marketplace where Sellar acts as agent for suppliers, charging a fee on each new-customer opening order), Sellar Shipping (integrated courier and pallet services with labels, tracking and claims handling via partners including APC and DX), Sellar Credit (a BNPL product that pays makers upfront on dispatch while offering stockists end-of-month + 30 day terms, provided through BNPL partners Hokodo on the buyer side and Two B2B Ltd on the supplier side), and Sellar Distribution (an in-house dray delivery network launched September 2025 covering most of Scotland, Newcastle, Manchester, Liverpool, Leeds, Cheshire, Preston, Sheffield and surrounding areas with timed AM/PM drops and cellar drop service — purpose-built for the drinks/hospitality industry rather than generic parcel delivery).

The business model combines recurring SaaS subscription revenue (the Sellar Lists tiers) with transaction-based revenue from Credit finance fees (2.99–3.99% of order value depending on tier), Market opening order fees, Shipping delivery fees, and card processing margins. Go-to-market is product-led and self-serve for stockists, supplemented by direct maker outreach, content marketing (the Sellar Podcast distributed via Spotify/Apple/YouTube, news/blog content, the Trade Mailer newsletter) and industry events such as Brewer's Congress. The company is founder-owned and bootstrapped beyond an initial $120,000 Techstars/METRO Xcel seed round from November 2018, with no disclosed institutional investors or subsequent funding rounds.

Name

Sellar

Legal name

Waffle Tech Limited

Website

https://sellar.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Sellar is a UK-based B2B SaaS platform that lets craft drinks producers sell directly to pubs, bars and venues, eliminating wholesaler markups via an integrated stack of ordering, marketplace, BNPL credit, courier shipping and in-house dray distribution.

Ownership category

akta.pro rank

Product category

B2B Drinks Trade Platform

NAICS

Beer and Ale Merchant Wholesalers (424810), Wholesale Trade Agents and Brokers (4251)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO)

Keywords

• B2B drinks trade platform
• Craft brewery software
• Trade order management
• Drinks distribution platform
• B2B marketplace software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Sellar Lists Subscription: Monthly rolling SaaS subscriptions for makers (drinks producers), with three tiered plans (Essentials £200/mo, Growth £350/mo, Pro £450/mo) scaled by customer count limits. Revenue is recurring and predictable, generated from software licensing rather than distribution margins. All subscriptions are month-to-month with no long-term contracts.
2. Sellar Credit Finance Fees: Percentage-based finance fee on the Total Order Value of Sellar Credit orders, deducted automatically at payout. Fee rates vary by subscription plan: 3.99% (Essentials), 3.49% (Growth), 2.99% (Pro). Makers receive payment upfront by Sellar; buyers pay the BNPL provider on extended terms.
3. Sellar Market Opening Order Fee: Percentage fee applied to each introduced customer's first order placed through Sellar Market. An 'Introduced Customer' is a new customer not already in the maker's Sellar Lists, or an existing customer who hasn't clicked tracked links in 28 days prior. A £5 minimum fee applies. In addition to Sellar Credit Fees.
4. Sellar Shipping Delivery Fees: Fees charged to suppliers for arranging collection and delivery of products via integrated courier and pallet services within Sellar Shipping. Pricing is set out in Sellar's pricing guides, exclusive of VAT, with weekly invoicing. Additional surcharges may apply (handling, waiting, redelivery, etc.).
5. Card Payment Processing: Sellar enables makers to accept debit and credit card payments directly through the platform. Card payments are processed immediately via a third-party payment processor. Sellar does not hold funds directly. Revenue likely includes payment processing margins.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sellar operates a B2B SaaS platform (Sellar Lists) that lets craft breweries and drinks producers manage inventory, customer accounts, per-customer pricing, trade orders, sales analytics, and card payments, with add-on modules covering a B2B marketplace (Sellar Market), integrated courier shipping (Sellar Shipping), BNPL credit terms (Sellar Credit), and an in-house dray delivery network (Sellar Distribution). The platform connects makers directly with stockists (pubs, bars, and venues), eliminating wholesaler middleman markups across the UK craft drinks trade.

Product overview

Sellar is a B2B e-commerce platform for the drinks trade, operating as a platform-plus-modules architecture. The core product is Sellar Lists, a SaaS subscription for makers to manage their trade operations. Built on this foundation are complementary modules: Sellar Market (B2B marketplace connecting makers with stockists), Sellar Shipping (courier-based logistics), Sellar Credit (BNPL payment terms), and Sellar Distribution (in-house dray delivery network). The platform eliminates middleman markups by enabling direct buying, selling, and distribution between craft drinks producers and venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Sellar Lists Core SaaS subscription product for craft breweries and drinks producers to manage inventory, customer accounts, trade orders, per-customer pricing, sales analytics, card payments, accounting integrations, smart delivery areas, and integrated courier/pallet shipping across three tiers (Essentials £200/mo, Growth £350/mo, Pro £450/mo). Base subscription required for makers to access other Sellar modules.
• Sellar Market B2B marketplace enabling buyers (pubs, bars, venues) to discover, engage, and order from new suppliers. Sellar acts as the agent for suppliers and charges a percentage fee (minimum £5) on each introduced customer's first order, in addition to the Sellar Credit fee where applicable.
• Sellar Shipping Shipping logistics add-on enabling suppliers to arrange collection and delivery of products directly via the Sellar platform through independent courier and pallet carriers, with integrated labels, tracking, proof of delivery, and claims handling. Weekly invoicing applies with potential surcharges for handling, waiting, redelivery, and similar.
• Sellar Credit Buy-now-pay-later credit product for the craft drinks sector; craft breweries and drinks producers are paid in full on dispatch while buyers receive end-of-month + 30 day payment terms in one consolidated invoice. Powered by BNPL providers Hokodo (buyer side) and Two B2B Ltd (supplier side), with percentage-based finance fees decreasing at higher subscription tiers (3.99% Essentials, 3.49% Growth, 2.99% Pro).
• Sellar Distribution In-house drinks distribution network using a specialist dray team to collect orders from multiple makers, consolidate them at regional hubs, and deliver in a single drop to stockists with timed AM/PM delivery and cellar-drop options. Available in most of Scotland, Newcastle, Manchester, Liverpool, Leeds, Cheshire, Preston, Sheffield, and surrounding areas; free for stockists.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

One partnership is on record.

• Unearthed (Agency)minorOthersUnearthed (unearthed.agency) is credited as the website developer for sellar.io. They designed and built the Sellar website.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Eebria: Was a UK B2B online marketplace connecting craft breweries with trade buyers (pubs, bars, restaurants) — the closest historical analogue to Sellar's two-sided marketplace model in the same craft beer vertical.
• Faire: Global B2B wholesale marketplace combining SaaS tools for brands (inventory, pricing, payments) with a discovery layer for retailers — operates the same SaaS + marketplace + transaction-fee flywheel that Sellar runs, just across general retail rather than drinks.
• Ankorstore: European B2B wholesale marketplace with integrated payments and logistics for independent brands and retailers — comparable SaaS-plus-marketplace architecture, similar SMB customer base, and a relevant geographic peer for a UK-headquartered platform.

Broad incumbents

• C&C Group: One of the largest UK and Irish drinks wholesalers and distributors with nationwide logistics — the established incumbent whose multi-tier distribution network Sellar is explicitly attempting to disintermediate with its direct-to-trade marketplace model.
• Molson Coors: Global brewer with substantial UK wholesale operations through its own distribution arm — represents the scaled incumbent model of vertically integrated brewing plus wholesale logistics that craft producers on Sellar must compete against.
• Conviviality: UK drinks wholesaler and distributor (now operating under the C&C Group umbrella after restructuring) — historically a leading broadline drinks distributor to the on-trade, comparable as a wide-portfolio incumbent that Sellar's direct-to-stockist model challenges.
• Shopify: Dominant SMB commerce platform with wholesale, payments, and fulfillment modules — represents the broad platform alternative that makers could choose over Sellar's vertical solution, and a comparable SaaS-plus-payments-plus-logistics operating model at much greater scale.
• Lightspeed Commerce: Commerce and payments platform serving retailers, restaurants, and hospitality venues — adjacent incumbent serving many of the same stockist customers (pubs, bars, restaurants) that Sellar targets, with comparable subscription-plus-transaction monetization.

Others

• Hokodo: B2B BNPL provider for SMB buyers in Europe — already integrated into Sellar as the buyer-side credit provider for Sellar Credit, and a directly comparable fintech infrastructure layer that could also be viewed as a potential competitor or partner depending on Sellar's roadmap.
• Wayflyer: Revenue and inventory financing platform for e-commerce and DTC brands — operates in the same SMB working-capital space as Sellar Credit, providing a benchmark for the addressable market and risk model of underwriting B2B payments for small producers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutu.be/CRSU9sUMhCc
• Xx.com/sellarapp
• LinkedInlinkedin.com/company/sellar-io

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sellar