Sello is how a lot of Nordic and European brands reach marketplaces without building a connector per marketplace. Pango is how those brands run the logistics once the orders exist. The two now connect. This page explains what Sello does, who it is for, what the Pango integration adds, what one day's orders look like with both in place, and how the setup runs.
Short answer: Sello is a marketplace integration platform, founded in Sweden in 2006, that connects a brand's e-commerce platform to more than 70 marketplaces, including Amazon, Zalando, About You, CDON, Fyndiq, Bol.com and Allegro, and manages product listings, stock and orders in one place. Orders placed on the connected marketplaces are transferred to the brand's system automatically, and tracking numbers for shipped orders go back to the marketplaces automatically. With the Pango integration, those marketplace orders enter the same queue as the brand's webshop orders: Pango picks the carrier against the brand's rules, prints the label, runs pick and pack, sends the shipment and tracking data back to Sello for the marketplace, and gives the customer on every channel the same branded tracking page and notifications.
What Sello is
Sello started in 2006 when its founder, a marketplace seller in northern Sweden, could not find a tool to manage listings and sales across marketplaces and built one. Today it describes itself as an all-in-one solution for managing marketplace sales and products from a single platform, with a network of more than 70 marketplaces, agencies and solution providers, and more than 50 connectors to e-commerce platforms, ERPs and other systems.
Brands use it in two ways. As a connector: the webshop stays the main system, Sello pushes product data to the marketplaces in each one's required format and pulls the orders back. Or as the main system: Sello's own product information management, order management, warehouse and transport modules run the marketplace business, and other systems connect to it through its API. Listing is done either with Sello's self-listing tool or by a dedicated listing agent who maps the product data, runs test orders and checks the order management is set up before launch.
Who uses it
Brands and retailers that sell on several marketplaces and want one place for listings and orders. Sello's own marketplace directory spans fashion (About You, Zalando, ASOS Marketplace, H&M Marketplace), general marketplaces (Amazon, eBay, Bol.com, Allegro, CDON, Fyndiq, Carrefour), and category marketplaces across the Nordics and Europe, with no additional cost per country or marketplace on its plans. Pricing is a monthly subscription plus a tiered commission on gross marketplace sales, with the basic plan covering two marketplaces and up to 1,000 orders a month and syncing from the webshop every 15 minutes.
What the Pango integration does
Sello solves the listing and the order transfer. The integration solves what happens after the order arrives.
| Step | Sello | Pango |
|---|---|---|
| The customer orders on a marketplace | Transfers the order to the brand's system automatically | Receives it into the same queue as the webshop orders, with the channel on the record |
| Carrier choice | Applies the brand's routing rules: destination, service promised, parcel, cost, carrier reliability | |
| Label | Generates it for the chosen carrier | |
| Pick and pack | Runs the warehouse pick and pack, with the label printed on the bench | |
| Shipment confirmation | Sends the tracking number back to the marketplace | Sends the shipment and tracking data to Sello for that marketplace |
| Customer tracking | Shows the parcel on the brand's branded tracking page, with proactive notifications, whichever channel it was bought on | |
| Returns | Runs the return or exchange on the same order record |
The brand keeps one carrier setup, one packing bench and one tracking experience across every channel Sello connects. The marketplaces keep getting what they require: a shipment confirmation with the tracking number.
One day's orders, three channels
A brand sells on its own Shopify store and, through Sello, on CDON and Zalando. On a Tuesday morning the queue in Pango holds 140 webshop orders, 35 CDON orders and 22 Zalando orders, each with the channel, the customer's address and the delivery promise on the record. The routing rules send the Swedish CDON orders to the same domestic carrier as the Swedish webshop orders, the German Zalando orders to the carrier the brand uses for Germany, and the handful of next-day promises to the service that meets them. Labels print as the bench reaches each order. As each parcel is scanned out, the shipment data goes back to Sello, which confirms the shipment to CDON and Zalando with the tracking number. By the afternoon the three channels' customers are all looking at the same tracking page, in their own language, and the two marketplaces have every order confirmed inside their handling window.
Setup
- Connect Sello to Pango from the Sello integration page.
- Confirm the order flow. Marketplace orders from Sello appear in Pango's queue alongside webshop orders; check that the channel, address and delivery promise come through on a test order from each marketplace.
- Set the routing rules per channel where they differ. Most brands need one rule set with the delivery promise as an input; some add a rule for a marketplace that requires a specific carrier or service.
- Run one real order per marketplace through pick, pack and label, and confirm the shipment shows as confirmed on the marketplace with the tracking number.
- Check the tracking page for a marketplace customer and the notifications they receive.
Where Pango sits
Pango is not an order management system; Sello and the webshop own the orders. Pango reads them and runs the logistics on one record: carrier selection and routing against the brand's rules, label generation, warehouse pick and pack, a branded tracking page with proactive notifications that normalises the 10 to 115 statuses carriers return, and returns and exchanges with labels and per-country refund logic. The category of software to compare is carrier management software, and the reasons to run several carriers as one operation are in what is multi-carrier shipping.
If you sell through Sello today and your marketplace orders are shipped in a different process from your webshop orders, the free shipping and returns audit shows on your own orders how long each channel's orders wait, which carriers carry them, and where the customer experience differs. Book the audit.
The bottom line
Sello gets a brand onto 70 marketplaces and brings the orders home. The Pango integration means those orders are routed, labelled, packed, shipped and tracked exactly like the webshop's, with the confirmation going back to each marketplace automatically. One queue, one carrier setup, one customer experience.
