What SelluSeller (an Anchanto Product) does

SelluSeller is a cloud-based multichannel eCommerce management software product developed and owned by Anchanto Pte. Ltd., a Singapore-incorporated B2B SaaS company founded in 2011. The platform enables brands, retailers, distributors, SMEs, and eCommerce service providers to centralize order processing, inventory synchronization, product information management, promotions, and logistics coordination across 100+ marketplace and webstore integrations from a single dashboard. Its companion product, Wareo, provides warehouse management capabilities covering B2B and B2C fulfillment flows, pick-pack-dispatch operations, and last-mile carrier integrations. The platform has processed 31M+ orders worth over S$1.27 billion in GMV across 7,200+ platform users and 270+ enterprise accounts spanning 14+ countries.

The company generates revenue through tiered SaaS subscriptions — enterprise solutions requiring sales-led consultation alongside fixed-price plans for smaller accounts — with pricing not publicly disclosed. Go-to-market is a direct enterprise field sales motion augmented by inside sales/self-serve signup for smaller tiers, supported by content marketing, case studies, and event-driven demand generation. Anchanto/SelluSeller operates 10 regional offices across Singapore, Malaysia, Indonesia, the Philippines, Korea, India, Australia, Thailand, Vietnam, and the UAE, enabling localized enterprise sales and implementation across APAC and the Middle East. Notable customers include Panasonic, Nestle, L'Oreal, Luxasia, DKSH, DHL, MYDIN, Valiram, and Skechers.

The company holds BIR (Philippines) and Vietnamese Revenue Authority invoicing certifications, enabling compliant D2C operations in those regulated markets. Anchanto has achieved profitability and raised S$16.6 million in an ongoing Series C round, with strategic investor Asendia (a La Poste/Swiss Post joint venture) participating. SelluSeller is positioned as the leading multichannel eCommerce management software in APAC, competing against global platforms like Shopify, Salesforce Commerce Cloud, and Magento/Adobe Commerce through deep regional integration breadth and localized marketplace expertise.

Name

SelluSeller (an Anchanto Product)

Legal name

Anchanto Pte. Ltd.

Website

https://selluseller.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

SelluSeller is a cloud-based multichannel eCommerce management SaaS platform that centralizes order processing, inventory, and product information across 100+ marketplace integrations for brands, retailers, distributors, and SMEs in 14+ APAC countries.

Ownership category

akta.pro rank

Product category

ECommerce Management Software

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)

akta.pro secondary industry

Value-Added Warehousing Services (Kitting, Labeling, Repack, Light Assembly) (TLALAAAL)

Keywords

• Multichannel ecommerce management
• Order management software
• Inventory management software
• Product information management
• Warehouse management software

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices10 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Licensing: SelluSeller operates as a SaaS subscription platform with fixed affordable plans at different tiers to serve businesses at various stages of growth. Plans are designed to accommodate enterprises, mid-market companies, and SMEs with tailored solutions. The platform follows a tiered pricing approach where businesses pay for access to the software with varying levels of features and support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SelluSeller is a cloud-based multichannel eCommerce management SaaS platform that enables brands, retailers, distributors, and SMEs to centrally manage order processing, inventory synchronization, product information/catalogue, promotions, analytics, and logistics across 100+ eCommerce marketplaces, webstores, ERPs, and last-mile carriers. It also includes Wareo, an integrated warehouse management system (WMS) for fulfillment operations with separate B2B and B2C flows.

Product overview

SelluSeller (an Anchanto Product) offers a unified multichannel eCommerce management platform consisting of two core products: SelluSeller for multichannel selling management (order processing, inventory, catalogue, promotions, analytics) and Wareo as the warehouse management system (WMS) for fulfillment operations. Together, these products enable enterprise businesses to manage end-to-end eCommerce operations across 100+ marketplace integrations, multiple ERPs, accounting tools, and logistics carriers from a single dashboard.

Differentiator

Problem solved

Functional benefit

Products and services

• SelluSeller A multichannel eCommerce management software that enables brands, retailers, distributors, SMEs, and service providers to manage end-to-end eCommerce operations across multiple sales channels from a unified dashboard. Provides order processing, centralized inventory, catalogue/PIM, promotions and pricing, insights and analytics, and logistics/warehouse integrations.
• Wareo A warehouse management system (WMS) that streamlines fulfillment operations including picking, packing, and dispatch. Provides separate B2B and B2C order flows, real-time inventory tracking, and integrations with third-party logistics providers and last-mile carriers.
• SelluSeller Mobile App Mobile application available on Google Play Store and Apple App Store that enables users to manage eCommerce operations on-the-go.

Quantifiable outcome

• Processed 31+ million orders worth S$1.27 Billion GMV in 24 months
• +7 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature12 records

Partnerships

Six partnerships are on record, tiered core.

• PanasoniccoreStrategic or Co-development PartnerPanasonic, a global electronics conglomerate, announced a strategic partnership with Anchanto to streamline its eCommerce expansion across Asia-Pacific. Anchanto's SelluSeller platform enables Panasonic to manage multichannel eCommerce operations across the region.
• ValiramcoreStrategic or Co-development PartnerValiram, South-east Asia's leading retail specialist, announced a partnership with Anchanto to accelerate its global eCommerce transformation using SelluSeller's enterprise solutions.
• Salesforce Commerce CloudcoreTechnology or IntegrationSelluSeller provides customized integration with Salesforce Commerce Cloud, enabling global brands to manage all their marketplaces and web stores (with country-specific subdomains) through a unified platform.
• ShopifycoreTechnology or IntegrationSelluSeller is integrated with Shopify's web store builder and eCommerce ecosystem, enabling seamless order injection into Anchanto's fulfillment workflow.
• Magento / Adobe CommercecoreTechnology or IntegrationSelluSeller integrates with Magento (Adobe Commerce) platform, enabling merchants using Magento storefronts to connect with the SelluSeller order and inventory management system.
• DHLcoreTechnology or IntegrationDHL adopted Anchanto's Wareo platform to modernize fulfillment operations in Southeast Asia. DHL Singapore's Fulfillment Centre implemented Wareo in mid-2019, streamlining B2B and B2C fulfillment.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Shopify: Global leader in eCommerce platform software with built-in multichannel capabilities and an extensive app ecosystem. SelluSeller integrates with Shopify, positioning Shopify as a complementary channel but also a direct competitor for omnichannel merchants seeking built-in marketplace management.
• Salesforce Commerce Cloud (formerly Demandware): Enterprise-grade commerce platform that SelluSeller integrates with via custom integration. Competes for large brand eCommerce back-office needs, particularly global brands pursuing omnichannel expansion — overlapping with SelluSeller's enterprise positioning.
• Adobe Commerce (Magento): Enterprise commerce platform from Adobe. SelluSeller integrates with Magento (mentioned in DHL case study), making Adobe Commerce both a partner and an alternative platform for large brands considering their commerce stack.

Direct peers

• Brightpearl (acquired by Sage): Retail-first ERP with OMS and inventory management aimed at omnichannel merchants and brands. Competes for the same retail/distributor segment that adopts SelluSeller for back-end operations.
• ChannelEngine: Multichannel eCommerce marketplace integration platform that connects brands to marketplaces globally. Most direct functional peer to SelluSeller's marketplace integration and order/inventory management core, with overlapping end customers (brands and retailers).
• BigCommerce: Public SaaS commerce platform offering headless, multichannel, and B2B commerce capabilities. Directly competes with SelluSeller for mid-market and enterprise merchants seeking centralized management across marketplaces, webstores, and POS.
• Lengow: European-headquartered feed management and marketplace integration SaaS for retailers and brands. Competes directly with SelluSeller on the product feed/order/listing management layer across marketplaces.
• Linnworks: Multichannel order, inventory, and shipping management platform for online sellers. Direct functional competitor for the core OMS/inventory automation use case SelluSeller targets, primarily serving SMB and mid-market merchants.
• Cin7: Cloud-based inventory and order management SaaS with integrations to marketplaces, EDI, and POS systems. Overlaps with SelluSeller/Wareo on inventory, order, and warehouse workflows for omnichannel retailers and wholesalers.

Regional players

• QuickCEP: APAC-focused eCommerce marketing and operations platform with marketplace integration capabilities across China and Southeast Asia. Regional peer competing for similar SMB and mid-market sellers entering cross-border marketplaces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/selluseller
• LinkedInlinkedin.com/company/13250212

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 SelluSeller (an Anchanto Product)