Behind The Scenes With Selar’s Douglas Kendyson  

When Douglas Kendyson launched Selar in 2016, he wasn’t just starting another e-commerce venture—he was creating a platform that would empower creators across Africa to monetise their talents in a way that had never been done before. From his early days as a civil engineering student to working with top tech companies like Paystack and Flutterwave to building Selar into a platform that paid out over 4 billion naira to creators in 2023 alone, Douglas’s journey is nothing short of inspiring.

We caught up with him to hear more about the journey from side hustle to a game-changing platform, the challenges of bootstrapping, and the influence of his entrepreneurial upbringing. His story is proof that with the right mix of vision, persistence, and a little bit of creative problem-solving, it’s possible to turn a side project into something that could potentially transform an entire industry, turning the African creator economy on its head.

What inspired you to start Selar?

The idea for Selar came while I was working at Paystack. We kept getting requests from people who wanted to sell digital products, but there wasn’t an easy way for individuals to do that. At the time, Paystack only supported registered businesses, not creators. So, I spoke to my boss and asked if I could build something on the side. He agreed, and a few friends and I started working on a solution. The first version of Selar was basically a Gumroad replica—something creators could set up in three minutes to sell products like music and e-books. We built the MVP in just a few weeks, and we launched in 2016.

What was the biggest challenge you faced while launching Selar?

The biggest challenge came in 2021 during the peak of the funding frenzy in tech. Everyone was raising a lot of money, which drove salaries up, making it difficult for bootstrapped companies like ours to compete for talent. We had a small budget, and hiring people became much more competitive. It was a tough period, but we managed to navigate through it.

Why did you choose to bootstrap Selar when investors were willing to fund your business?

It wasn’t an easy decision at first. We started in 2016, but Selar didn’t gain much traction until 2020. By the end of that year, I decided to quit my job and focus entirely on Selar. I was actually ready to raise money. I even built a pitch deck and reached out to some friends, but I decided to wait a few more months to gather more traction and numbers. By 2022, we had hit profitability, and I realized I enjoyed the autonomy that came with bootstrapping. We had enough cash flow to keep going, so there wasn’t really a need to raise money at that point.

Selar has become a crucial platform for the African creator economy. How has the platform contributed to this space?

The creator economy is built around people monetizing their knowledge and audience, and that’s exactly where Selar comes in. We provide a platform for creators to sell digital products like e-books, courses, and even consulting services. The fact that we’ve paid over $6 million to creators selling their products on Selar shows that we’re directly contributing to that creative economy. Creators now have an easy way to earn from their work, and they’re able to focus on what they do best: creating.

How did you come up with the name “Selar”?

It’s actually a funny story. “Selar” is a play on the word “seller,” which perfectly fits the platform’s vision. But honestly, we chose it because it was one of the few domain names available then! (laughs).

How has your family influenced your entrepreneurial journey?

My mom has been a huge influence. She has a strong entrepreneurial background—buying products, reselling them, and running small businesses. She always encouraged me to pursue a traditional career, which is why I studied civil engineering. But I always saw her working for herself, and that entrepreneurial spirit rubbed off on me. Even though she wanted me to go the corporate route, I think she knew deep down that I was going to take a different path.

You studied civil engineering. Was there ever pressure to follow a more traditional career?

Not really. I had a taste of civil engineering during my industrial training programme in my fourth year of university, and that’s when I knew it wasn’t for me. I’d already started learning how to code and had worked on a few small gigs by then, so I knew I was heading toward a career in software development. My mom was okay with that, as long as I had a stable job, which I did after graduation.

When did you decide to focus on Selar full-time?

I’d been working on Selar as a side project since 2016 while holding full-time jobs at companies like Paystack and Flutterwave. But by the end of 2020, Selar had started gaining serious traction, and it became hard to manage both my job and the business. So, in January 2021, I decided to go all in with Selar. It was a leap of faith, but it paid off.

What’s the ultimate goal for Selar?

Our goal is simple—we want Selar to be the go-to platform for digital products in Africa. Whether you’re a creator selling an e-book, a course, or a training service, Selar should be the first place that comes to mind.

What’s next for Selar and for you?

We’re always working on improving the platform, adding more features for creators, and making it even easier to sell digital products. Personally, I’m excited to see how far we can push Selar. The creator economy is booming, and I think we’re just getting started in terms of how big this space can become in Africa.