About Seltova

Made by sellers, for sellers.

Antonio built Seltova after managing a Shopify store for years and seeing that each recurring ops task could be assigned to a well-designed agent.

Our story

The dashboard stays open after you log off

Seltova began when Antonio ran a handmade goods store on Shopify alongside a day job. Each morning's first hour went to inbox replies, while each evening's last hour went to price updates. He knew there was a better way and began building it. After meeting Marcus and Priya through a small-business technology community in Austin, they chose to build Seltova properly.

The aim was never to replace seller judgment. Good sellers understand their products, customers, and market. What they lack is time for the same operational work repeated every day. Seltova handles those tasks so you can focus on the parts of your business that truly need you.

We began our early-access program in early 2025 with a small group of independent sellers. Their feedback guided every feature we made. Seltova remains a small, focused, angel-backed team working directly with sellers. We prefer one tool that truly works for independent sellers over a sprawling platform that serves no one well.

Antonio Mallia

CEO and Co-Founder

Managed an independent handmade goods store while working full-time, using each morning for pricing and replies. That frustration sparked Seltova. He guides product direction and seller relationships.

Marcus Hwang

CTO

Builds ML-based automation for data-intensive marketplace applications. At Seltova, he leads engineering, including core agent architecture and the Shopify and Etsy integration layers.

Priya Nair

Head of Product

Designs for non-technical operators in SMB settings. At Seltova, she leads seller research and turns what sellers need into what gets built next.

Sellers in control

Automation proves its value through predictability and transparency. Every agent action is logged, every rule is yours to set, and you can override anything anytime. Our tools support seller judgment, not replace it.

Focused and small

We make one tool that serves independent sellers well, not a feature-heavy platform that loosely serves everyone. If a feature does not meaningfully improve independent sellers' lives, it does not ship.

Keep it simple

The store ops work Seltova handles is not intellectually interesting. It is simply time-consuming. We do not present automation as AI magic. The agents handle repetitive work well. That is the pitch.

Feedback guides every release

Our early-access sellers shaped the core product. We conduct structured seller interviews before major features launch. The people using Seltova every morning are the only measure of whether it works.

Talk with our team?

We are a small team that reads every message. Reach us at [email protected] or via the contact page.