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A Journey of Growth: Selar's First 1000 Days
In the evolving landscape of African e-commerce, Selar stands out as a transformative force, particularly for creators and digital entrepreneurs. Founded in 2016 by Douglas Kendyson, Selar is tailored to help these individuals sell digital products effectively. By 2025, the platform had paid out an impressive ₦18 billion (approximately $12.8 million) to its users, a figure that nearly doubles its 2024 payouts.
Growing from the Ground Up
Selar's rapid ascent is more than just numbers; it's rooted in Kendyson's adaptable approach. Reflecting on the platform's inception, Kendyson stated, "When I started Selar, I did not have a grand thesis about the market... I was just building something I wanted to exist." His focus on user feedback rather than a predetermined vision allowed Selar to evolve organically.
The platform’s early days, however, were marked by challenges. As the first 100 days unfolded, Kendyson discovered a stark reality: despite having a product, getting users was a different battle altogether. The first customer was a friend from France, underscoring that Selar's initial reach was not localized. Kendyson's realization that "people do not just come because you built something" reflects a fundamental lesson for many startup founders: distribution is crucial.
Overcoming Marketing Hurdles
In 2016, as engineers, Selar's initial team was proficient in development but lacked marketing experience. Kendyson’s understanding deepened as he faced the harsh truth that community growth requires dedicated marketing efforts. "Sales and marketing are not vibes," he recounted, emphasizing the need for strategic engagement.
Despite trying various outreach methods, his content strategy struggled. It wasn't until years later that Selar would garner significant traction, driven by adjustments in both product offerings and marketing strategies that directly responded to user needs. The early emphasis on refining the product was crucial, but Kendyson realized that success would also require emphasizing growth through targeted marketing.
The Cost of Early Decisions
Selar's initial hiring strategy led to valuable lessons about team composition. In an effort to minimize costs, Kendyson hired junior employees without fully accounting for the supervision and management challenges they would present. He reflects on this with clarity, stating, "When you hire too junior across key roles, you pay with your time." Recognizing the disparity between skill levels in essential positions prompted Kendyson to recalibrate his hiring approach and invest in experienced talent.
These experiences underscore the importance of strategic hiring and investment in expertise, which enabled Selar to enhance its operational efficiency. As Kendyson adjusted the trajectory of team building, Selar began to attract more experienced professionals who could drive its mission forward.
Building an Ecosystem: The Broader Impact
Selar's growth resonates with a larger trend within the African digital economy. In just five years, the startup increased its creator base from 20,000 to 400,000, representing an astonishing increase in entrepreneurship across the continent. The platform not only empowers creators by facilitating easy sales and secure payment processing through partnerships with companies like Flutterwave, but it also reflects a paradigm shift in how digital entrepreneurs can monetize their skills.
The financial figures paint a promising picture: Selar's user growth and payout increase signal a thriving ecosystem for creators, further validating the increasing demand for reliable platforms that support African entrepreneurs.
Looking Ahead: What’s Next for Selar
As Selar reflects on its journey from inception to its first 1000 days, the foundation is laid for even further growth. With the global digital economy projected to explode in value by 2028, Selar is well-positioned to unlock new opportunities for creators worldwide. The lessons learned in adaptability, community engagement, and strategic partnerships will continue to underpin its business model.
For those interested in following similar paths or diving into the startup ecosystem, Kendyson’s journey offers an invaluable blueprint filled with insights on perseverance, market responsiveness, and the importance of learning from missteps.
In conclusion, Selar’s evolution from a nascent e-commerce platform to a major player in Africa’s digital economy underscores the potential inherent in a well-structured vision, combined with an agile approach to customer engagement. As Selar moves forward, it brings hope and opportunity to countless creators, paving the way for rich contributions to the global digital marketplace.
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