Case Study: Sello achieves faster channel expansion and greater fulfillment efficiency with Rithum

How Rithum is supercharging Sello’s growth

Sello, an online retailer and marketplace seller based in Melbourne, was struggling with a fragmented ecommerce setup that made even simple fixes slow and manual. With 2,600+ SKUs, eight delivery partners in Australia, and 20+ eBay shipping rules, the team needed a more mature platform than its previous vendor could provide. Rithum helped Sello centralize channel management and fulfillment in one place.

Rithum implemented AI-powered automation and 80+ business rules to handle routing, carriers, and channel settings automatically. The result was measurable ROI in the first year, fewer manual changes, faster channel launches, and the addition of 10 new channels, including expansion beyond Australia into the U.K. and New Zealand.

Sello

Nelson Zhang

General Manager