Indian FinTech Company Citrus Launches Sellfie, an Integrated Contextual Commerce Platform


Mumbai, June 23, 2016: Sellfie, a contextual commerce startup and a part of Citrus Payments – India’s fastest growing FinTech company, has announced the launch of a disruptive platform that enables individuals and small businesses to sell and collect payments on social networks and instant messengers using buy buttons, payment links and chat bots. Contextual commerce is the next wave of commerce where consumers share and discover shoppable products and buy the things they find, at the moment of discovery. The advent of new technologies – like mobile, apps, and social media – have changed the way how merchants could accept and securely process customer payments. Merchants looking to offer customers leading-edge payment options are now looking at new ways to enable customers the ability to make purchases and payments wherever they happen to be online, not just on a merchant’s website through contextual commerce.

The app, called Sellfie, allows anyone to take a picture of an item, price it, choose shipping options, and push a link to Twitter, Facebook, Instagram as well as other platforms like WhatsApp to sell and collect payments. Citrus’ Managing Director Amrish Rau said that even though Citrus has made it easier for businesses to collect payments seamlessly on Web & mobile, it now wants to offer individuals and small businesses implement purchase opportunities into everyday activities and natural environments through contextual commerce.

Apart from enabling sellers to post and collect payments on multiple social networks using buy buttons and payment links, the app also lets sellers chat with buyers and complete the orders received from multiple channels all in one place. In addition, the app has a one-click, simple on-boarding process that enables anyone to start using Sellfie without any documentation. Addressing the need for both buyer and seller comfort, Sellfie is designed in a manner where sellers can collect payments anywhere by creating a unique payment link. Taking it a step further, Sellfie’s unique model of escrow payments or “Buyer Protection Guarantee” ensures that payments made by a buyer will be released into the seller’s account only when the buyer receives the product.

 Indian FinTech Company Citrus Launches Sellfie, the World's First Integrated Contextual Commerce Platform

Commenting on the launch of Sellfie, Amrish Rau, Managing Director, Citrus Pay said, “Contextual Commerce is a new frontier for commerce that is growing rapidly. With Sellfie, we will be able to offer a complete commerce solution to help individuals and small businesses sell on social networks and instant messengers. We are trying to provide an avenue to these sellers to set up their business online in 30 seconds with zero documentation.”

Anish Achuthan – Business Head at Sellfie, said, “Sellfie provides a real-time chat platform for sellers and buyers on social networks so that they can negotiate with each other. Sellfie will provide a platform to more than one million individuals and small business onto its platform in three years. We took our time bringing Sellfie into the market and have invested time and effort to ensure that from the user interface to the payment process, everything is simple, easy and organized – the idea is to help individuals capture the businesses within their niche with zero commissions.”

Citrus is investing about Rs. 80 crore to build the new business vertical where it will earn a commission on every sale completed on its platform. Its first acquisition last year, of payments platform Zwitch, has played a key role in starting the new business. Zwitch Founder Anish Achutan is heading the social commerce foray for the Sequoia Capital-backed company.

 Indian FinTech Company Citrus Launches Sellfie, the World's First Integrated Contextual Commerce Platform

About Sellfie:

Sellfie is a contextual commerce startup that offers an end-to-end platform that facilitates selling and collecting payments through buy buttons, payment links and chat bots. Sellfie is part of Citrus payments – India's fastest growing financial technology company that provides payment gateway and wallet services to over 10,000+ merchants and 21 million users processing close to 3 billion USD in annual transactions.

Led by Amrish Rau and Jitendra Gupta, Citrus is known for introducing industry-first payment solutions such as 1-click checkout, wallet for cabs, consumer analytics, native mobile app payments, etc. Few of the credible merchants associated with Citrus Pay are Pune Municipal Corporation, Delhi Metro, Delhi Jal Board, PVR, INOX, BookMyShow, ShopClues, Jet Airways, Indigo, GoAir, TinyOwl, Faasos, Grofers, ZoomCar, Airtel, etc.

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