Selltoro
Selltoro is an AI-powered automated performance advertising platform that runs Pay-per-Sales and Pay-per-Click campaigns across Google, Microsoft, and Meta for European e-shops, operating as a Google CSS partner across 21 countries with 1,000–2,700+ active clients.
- Company typePrivate
- Founded2006
- HeadquartersPrague, Czechia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Selltoro does
Selltoro, operated by the Czech private limited company SROVNAME s.r.o. and headquartered at Jaurisova 515/4 in Prague 4, is an AI-powered automated performance advertising platform purpose-built for European e-commerce shops. The company operates two core products—Selltoro Ads, a self-serve PPC platform managing campaigns across Google Shopping, Microsoft Bing, Meta, and Srovnáme.cz, and Selltoro Affiliate, a Google Comparison Shopping Services (CSS) publisher offering distributed through 18+ European affiliate networks—plus a free AI Revenue Prediction tool that delivers pre-campaign forecasts to prospective clients. Underlying technology includes automated product-feed segmentation by profitability and conversion history, a product-level real-time bidding engine trained on data from 100M+ products, and brand-keyword exclusion logic designed to ensure non-cannibalizing incremental revenue. The platform integrates natively with Shoptet, Shopify, WooCommerce, and Upgates, and offers an API for e-commerce platforms and SaaS partners to embed its bidding infrastructure under revenue-share economics.
Selltoro serves four customer segments: e-shops of all sizes that lack in-house PPC expertise (primary), marketing agencies seeking execution capacity, affiliate networks and publishers requiring a reliable CSS partner, and e-commerce platforms/SaaS tools integrating the product. Go-to-market combines product-led growth (a self-serve signup, forecast tool, and free trial up to €20,000 in generated revenue) with channel partnerships through affiliate networks and platforms, plus light-touch enterprise sales for larger accounts. Selltoro is bootstrapped, with no disclosed venture capital, private equity, or institutional investors; the CEO is Jan Janoušekovec and the firm employs roughly 9 people. The company is active, GDPR- and EU Digital Services Act-compliant, and serves customers in at least 21 European countries including the Czech Republic, Slovakia, Poland, and Germany.
Selltoro firmographics
Firmographics- Name
- Selltoro
- Legal name
- SROVNAME s.r.o.
- Website
- https://selltoro.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selltoro is an AI-powered automated performance advertising platform that runs Pay-per-Sales and Pay-per-Click campaigns across Google, Microsoft, and Meta for European e-shops, operating as a Google CSS partner across 21 countries with 1,000–2,700+ active clients.
- Ownership category
- akta.pro rank
Selltoro industry classification
Industry- Product category
- Performance Marketing Software
- NAICS
- Media Buying Agencies (54183), Advertising Agencies (54181)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Paid Social Media Buying (BPAFABAD)
Keywords
Where Selltoro is headquartered
LocationHeadquarters
- HQ city
- Prague
- HQ country
- Czechia
- HQ region
- Europe
Offices1 record
Markets served
Selltoro business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Pay per Sales (PPS) Commission: Selltoro's primary revenue stream. E-shops pay only a pre-agreed percentage of the revenue that Selltoro drives. This is the flagship model, used by over 90% of customers. Commission is individually set based on product category and margins. If performance targets are not met, no fee is charged — risk is borne by Selltoro. Available after reaching 30 conversions in the PPC model.
- Pay per Click (PPC) with Revenue Share: Entry-level model for e-shops that prefer to pay for ad credit directly. E-shops pay for media costs upfront. After reaching 20,000 EUR in generated revenue, a 1% fee on revenue is charged. This is a hybrid model allowing gradual transition to the full PPS model.
- Platform SaaS Licensing: SaaS platform access for e-shops to manage campaigns, feeds, and performance dashboards. No separate SaaS fee is mentioned; costs are embedded in the PPS/PPC commission structures.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | Pay per Sales (PPS) — Performance model where Selltoro earns a percentage of driven revenue only. |
| Hybrid | Pay-as-you-go | Pay per Click (PPC) — Entry model with advertising credit plus 1% revenue share above €20,000 threshold. |
| Transaction based/ take rate | Pay-as-you-go | Selltoro Affiliate — CPS model for affiliate network partners, with individually pre-agreed commission rates. |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Selltoro product offering
Product offeringCore offering
Selltoro is an AI-powered automated performance advertising platform that manages product advertising campaigns across Google Shopping, Microsoft Bing, Meta, and Srovname.cz for e-commerce shops. It uses proprietary product feed segmentation, product-level bidding optimization, and revenue forecasting to drive incremental sales. The platform operates primarily on a Pay-per-Sales (PPS) commission model — e-shops pay only a pre-agreed percentage of revenue actually generated, with no fixed fees or retainers. Coverage spans 21 European countries via Google CSS and affiliate network partnerships.
Product overview
Selltoro is a unified automated advertising platform consisting of two core products: Selltoro Ads for direct PPC/SaaS campaign management across Google and Microsoft channels, and Selltoro Affiliate for CSS publisher services via affiliate networks. The platform includes a free Forecast tool for revenue prediction and an API for platform/solution partners. Both core products share AI-powered product feed segmentation, automated product-level bidding optimization, and performance measurement via ROAS/PNO metrics. The platform operates across 21 European countries and integrates with major e-commerce platforms (Shoptet, Shopify, WooCommerce, Upgates) and 18+ affiliate networks.
Differentiator
Problem solved
Functional benefit
Brands
- Selltoro Ads: AI-powered automated performance marketing platform that manages campaigns across Google, Microsoft, and Meta for e-commerce stores, charging either per click (PPC) or per sale (PPS) model.
- Selltoro Affiliate
Products and services
- Selltoro Ads Automated performance marketing platform that manages product advertising campaigns across Google (Search, Shopping, Display, YouTube, Performance Max) and Microsoft Ads (Search, Shopping, Display). AI optimizes bidding on data from 100M+ products. Offers Pay-per-Sales (PPS) with guaranteed ROAS/PNO and Pay-per-Click (PPC) with advertising credit. Designed for e-shops that want automated multi-channel advertising without an in-house team or agency.
- Selltoro Affiliate
Quantifiable outcome
- E-shops typically achieve 5–13% conversion rates, with KrakVet.pl achieving 13.4% and iHerb DE reaching 7.11% in optimized periods.
- +3 more outcomes
Companies that use Selltoro
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Selltoro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability5 records
Feature6 records
Selltoro partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, flagship and supporting.
- Google (CSS Partner)coreSelltoro operates as a Google CSS (Comparison Shopping Services) partner, running product advertising campaigns on Google Shopping and Microsoft Bing. As a CSS publisher, Selltoro's ads appear alongside the merchant's own campaigns without cannibalizing their traffic, increasing overall auction coverage. This is the foundational technology partnership enabling Selltoro's core offering.
- Microsoft (Bing Ads)coreSelltoro runs Microsoft Shopping Ads (Bing) campaigns as part of its multi-channel strategy. Microsoft Bing accounts for approximately 10% of the search market in Europe with different demographics than Google, providing free brand visibility and additional reach for Selltoro's e-commerce clients.
- CJ (Commission Junction)flagshipSelltoro operates as a CSS partner via CJ affiliate network. CJ presents Selltoro as a performance advertising option to its e-commerce advertisers across Europe. Major case studies (Philips.pl, PARYS.SK) reference the CJ partnership.
- AwinflagshipSelltoro is integrated with the Awin affiliate network as a CSS publisher. The iHerb DE case study references Awin as the affiliate network through which the campaign was conducted.
- DognetcoreDognet is a Central European affiliate network. Selltoro is featured as a top CSS partner in Dognet's network, as evidenced by a testimonial from Dognet's Zuzana Riglerová on the Selltoro homepage.
- eHUBcoreeHUB is a Czech/Slovak affiliate network where Selltoro is recognized as a leading CSS partner. Testimonial from Lukáš Jabůrek (eHUB) confirms Selltoro as one of the top CSS partners in the eHUB network.
- 2performantcore2performant is a Central and Eastern European affiliate network. Tudor Stanica from 2performant provides a testimonial on the Selltoro homepage, recommending Selltoro for Google Comparison Shopping Services growth.
- TradedoublercoreTradedoubler is an international affiliate network. The Stradivarius CZ case study references the Tradedoubler affiliate partnership as the channel for the campaign.
- ShoptetcoreShoptet is a leading Czech/Slovak e-commerce platform. Selltoro offers native integration with Shoptet, allowing e-shops on the platform to connect their product feed and launch campaigns with minimal setup.
- ShopifycoreSelltoro integrates with Shopify, one of the world's leading e-commerce platforms, allowing Shopify merchants to easily connect their stores and launch automated advertising campaigns.
- WooCommercesupportingSelltoro supports WooCommerce as one of the compatible e-commerce platforms for feed integration, in addition to Shoptet and Shopify.
- UpgatessupportingSelltoro is compatible with Upgates e-commerce platform, as referenced on the integrations page.
- FootshopflagshipFootshop is a leading European streetwear and sneakers e-commerce brand (also listed on Prague's START stock exchange). They partnered with Selltoro via CJ affiliate network for multi-market CSS campaigns. Generated €334,304 in driven revenue since 2023, with a record month of €35,000 and 70% YoY growth. Júlia Mihalyiová from Footshop provided a testimonial praising Selltoro's automated multi-market campaigns.
- Google Cloud / Google AnalyticssupportingAccording to the privacy policy, Selltoro uses Google services (Google Cloud, Google Analytics) as data processors. Data transfers outside the EEA are based on standard contractual clauses.
- Raynet (CRM)supportingRaynet is listed as a data processor in Selltoro's privacy policy, used for CRM system operations.
- Supportbox (Customer Support)supportingSupportbox is listed as a data processor in Selltoro's privacy policy for customer support operations.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Selltoro competitors and assessment
Company assessmentDirect peers
- GoDataFeed: US/EU feed management and CSS partner platform. Comparable in offering automated product feed optimization and CSS-driven Google Shopping campaigns for e-commerce.
- Lengow: France-based feed management and product advertising platform (Intuit收购) serving European e-commerce. Competes with Selltoro in automated CSS and performance marketing for online retailers.
- Optmyzr: PPC management and bid optimization platform for Google Ads and Microsoft Ads with automation rules and forecasting. Comparable to Selltoro in product-level bidding and PPC automation for e-commerce advertisers.
- Channable: Dutch-headquartered CSS partner and feed-management platform serving e-commerce advertisers across Europe. Directly comparable to Selltoro in offering automated Google Shopping / CSS campaigns with multi-channel feed management.
- Productsup: Berlin-based product feed management and PSS (Product Success Services) platform operating as a Google CSS partner. Closely comparable to Selltoro's Selltoro Affiliate business in serving advertisers via CSS.
- DataFeedWatch (by Cart.com): Feed management platform supporting Google Shopping, Meta, Bing, and 1,000+ channels; offers CSS partner capabilities. Comparable to Selltoro in feed optimization for performance advertisers.
Broad incumbents
- Criteo: Publicly-traded commerce media platform operating large-scale retargeting and Shopping ad products globally. Overlaps with Selltoro in dynamic product ads / Shopping campaigns, though Criteo serves much larger enterprise retailers.
- Marin Software: Established cross-channel ad management platform with bid optimization, search, and social automation. Overlaps with Selltoro in AI-driven bidding and multi-channel campaign management for retail and e-commerce.
- Smadex: Mobile-first programmatic ad platform with strong European presence, offering automated bidding for app and e-commerce advertisers. Overlaps with Selltoro in cross-channel automated bidding but with broader enterprise and app focus.
Regional players
- BidX: UK/European Google CSS partner serving e-commerce advertisers. Direct competitor to Selltoro in the CSS publisher space, particularly in Western European markets where Selltoro's footprint is thinner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Selltoro social profiles
Digital presenceSelltoro compliance and trust
Trust signalCompliance2 records
Selltoro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selltoro leadership team
Management profileNumber of profiles
Profiles4 records
Selltoro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selltoro 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 Selltoro
What does Selltoro do?
Selltoro is an AI-powered automated performance advertising platform that manages product advertising campaigns across Google Shopping, Microsoft Bing, Meta, and Srovname.cz for e-commerce shops. It uses proprietary product feed segmentation, product-level bidding optimization, and revenue forecasting to drive incremental sales. The platform operates primarily on a Pay-per-Sales (PPS) commission model — e-shops pay only a pre-agreed percentage of revenue actually generated, with no fixed fees or retainers. Coverage spans 21 European countries via Google CSS and affiliate network partnerships.
Is Selltoro a public or private company?
Selltoro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selltoro founded?
Selltoro was founded in 2006. It employs 1 to 10 people.
Where is Selltoro based?
Selltoro is headquartered in Prague, Czechia, in the Europe region.
How does Selltoro make money?
Three revenue lines are on record. Pay per Sales (PPS) Commission is the primary driver. The others are pay per Click (PPC) with Revenue Share and platform SaaS Licensing.
Who are Selltoro's main competitors?
Direct peers on record are GoDataFeed, Lengow, Optmyzr, Channable, Productsup and DataFeedWatch (by Cart.com). Broad incumbents are Criteo, Marin Software and Smadex. BidX is listed as a regional player.
Does Selltoro have an API?
Yes. Selltoro offers API integration for Platforms and SaaS partners to connect their products and offer automated advertising to their users. The API or native connector allows partners to integrate Selltoro's advertising infrastructure (feed management, bidding, campaign optimization, and reporting) into their own platform. Revenue share model available for partners. Developer documentation is at app.selltoro.com.
What industry is Selltoro in?
Selltoro's product category is Performance Marketing Software. Its primary akta.pro industry code is BPAFABAD, Paid Social Media Buying. Its NAICS code is 54183 and its SIC code is 7311.