Sellf

Self-hosted platform for selling and protecting digital products

An alternative to Gumroad, LemonSqueezy, Paddle. Zero platform fees.

🚀 Live Demo · Documentation · Quick-Start Guide · Contributing · Issues

Admin Dashboard: revenue analytics, sales trends, and product management

Why Sellf?

Sellf gives you complete control over your digital product business. No monthly fees to platforms. No revenue sharing. Your data stays on your infrastructure.

Stripe-powered payments with visual setup wizard, no code required
One-time and recurring: sell digital downloads, courses, memberships, SaaS subscriptions in one platform
Content protection that works on any website (WordPress, Webflow, custom)
Sales funnels built-in: One-Time Offers, Order Bumps, Coupons
Validate before you build: waitlists for upcoming products with webhook delivery to your mailer
EU-compliant: Omnibus Directive price history, GDPR consent management
Battle-tested: 3,519 unit tests plus broad Playwright E2E coverage

Features

Payments & Checkout

Stripe Checkout Sessions with embedded Elements UI
Guest checkout with Magic Link login
26 currencies with automatic conversion
Pay What You Want (PWYW) pricing
Coupons (percentage, fixed amount, per-user limits)
Order Bumps for upselling
Post-purchase funnel: One-Time Offers (OTO) with fallback Downsell branch and post-purchase coupons for return visits
Per-product checkout templates (Default, Tip Jar, OTO) with custom field support per product
Refund management with configurable periods, partial refunds, and outgoing refund webhooks

Subscriptions & Memberships

Recurring billing on monthly, yearly, or any Stripe interval (day/week/month/year + count)
Optional free trials per product (set trial_days, card collected upfront, charge after trial)
Anonymous checkout, no forced login at purchase. Account materializes via webhook after first payment, login (magic link) only needed for the customer portal
Customer portal in Sellf: cancel/resume, view invoices, update card via Stripe <PaymentElement> + SetupIntent. No redirect to a separate Stripe-hosted portal
Cancel always at period end (customer keeps access until paid period expires)
Refund policy honors refund_period_days. Refund of the first invoice auto-cancels at period end
Coupons with Stripe-native duration (once / repeating N cycles / forever) for promotional pricing
Outgoing webhooks for every lifecycle event (subscription.created, subscription.updated, subscription.canceled, subscription.trial_ending, subscription.renewal_upcoming, invoice.paid, invoice.payment_failed). Plug into n8n, Make, Listmonk, or your own mailer

Waitlist & Pre-Launch Validation

Per-product enable_waitlist toggle. Inactive product + waitlist on = signup form. Inactive + waitlist off = 404 (so you can hide work-in-progress products without leaks)
Email capture form with terms acceptance, Cloudflare Turnstile CAPTCHA, and disposable email blocking
Signed-in users see their account email pre-filled with a one-click "Use a different email" override (no need to re-type for the common case, with escape hatch for shared accounts)
Webhook delivery on waitlist.signup event. Plug into n8n, Make, Listmonk, or any mailer to send confirmation emails and tag subscribers per product
Admin warnings: missing-webhook banner per product (so you don't accidentally launch a waitlist with nowhere to send signups), and "last webhook handling waitlist" warning when deleting webhooks

Product Management

Product variants (Basic/Pro/Enterprise tiers)
Sale pricing with quantity and time limits
Timed access (30-day, lifetime, custom)
Waitlist for upcoming products
Categories and featured products
Rich descriptions with Markdown support

Content Protection (Gatekeeper)

Page-level or element-level protection
JavaScript SDK for any website
Embeddable checkout SDK: drop a <script> tag on any external site (modal/inline/button variants, per-product snippet, show-price and button-label customization)
Self-hosted Playerstack video player: protected video delivery with no third-party hosting
Custom fallback content for non-buyers
Multi-product access on single page
License validation

Marketing & Analytics

Google Tag Manager integration
Facebook Pixel with Conversions API (CAPI)
Webhooks (HMAC-secured) for Zapier, Make, n8n: purchases, refunds, waitlists, subscriptions, invoices
Revenue dashboard with goals
Real-time sales notifications

REST API v1 & Integrations

60+ endpoints covering products, users, payments, refunds, coupons, webhooks, analytics, and more
Fine-grained API keys with 13 permission scopes (products:read, users:write, *, ...)
Zero-downtime key rotation with configurable grace period
Per-key rate limiting (1–1000 req/min)
Cursor-based pagination with sorting (sort_by, sort_order), OpenAPI 3.1 spec
MCP Server for Claude Desktop (45 tools, 4 resources, 6 prompts)
Bruno API collection for testing (includes all query params)

📖 Full API Documentation →

Compliance & Security

EU Omnibus Directive (30-day price history)
GDPR consent logging
Cloudflare Turnstile CAPTCHA
AES-256-GCM encryption for API keys
Row Level Security (RLS) policies
Rate limiting (Upstash Redis)
Audit logging

For the complete feature list, see FEATURES.md.

Payment Model: Own Stripe Account

Sellf connects to your own Stripe account. You are the seller, payments go directly to you. No middleman, no revenue sharing.

Cost Comparison at $10,000/month Revenue

Platform	Fees	Monthly Cost	You Keep
Sellf + Stripe	~3.4% (Stripe only)	~$340	$9,660
Paddle	5% + 3.5% + $0.30	~$880	$9,120
LemonSqueezy	5% + 3.5% + $0.30	~$880	$9,120
Gumroad	10% + 2.9% + $0.30	~$1,290	$8,710

That's $950/month saved vs Gumroad, $11,400/year back in your pocket.

What about taxes? (MoR vs Own Stripe)

Platforms like Paddle, LemonSqueezy, and Gumroad act as the Merchant of Record (MoR): they process payments on your behalf and handle tax compliance. Sellf takes a different approach:

	MoR (Paddle, LS, Gumroad)	Sellf + Own Stripe
Platform fees	5–10% of revenue	$0
Payment processing	Included in platform fee	~2.9% + 30¢ (Stripe pricing)
Tax calculation	Handled by MoR	Optional via Stripe Tax (+0.5%)
Tax filing & remittance	Handled by MoR	Your responsibility
Customer data	Held by the MoR platform	Fully yours
Vendor lock-in	Customer and payment data tied to platform	No. Self-hosted, fully portable.
Platform risk	Account freezes, shutdowns possible	None. You control everything.

When does tax compliance become relevant?

For EU-based sellers, the VAT One Stop Shop (OSS) threshold is €10,000/year in cross-border B2C sales. Below this, you only handle VAT in your own country. Above it, you register for OSS (a single EU-wide filing) and can use Stripe Tax to automate calculations.

Growth path:

Starting out: sell in your country, handle VAT normally
Growing (>€10K cross-border): enable Stripe Tax in Sellf admin panel (+0.5% per transaction), register for EU OSS
Scaling: consider Stripe Managed Payments (Stripe as MoR) or a tax accountant

Note: This is general information, not tax advice. Tax obligations depend on your country, business type, and revenue. Consult a qualified tax professional for your specific situation.

Live Demo

Try Sellf without installing anything: demo.sellf.app

Full admin panel access, browse products, dashboard, settings
Test checkout with Stripe test cards (4242 4242 4242 4242)
Data resets every hour

Screenshots



Products: manage pricing, status, and visibility	Storefront: your public store with free & premium products

Checkout: one-page purchase with upsells and tax fields	Settings: 5 theme presets with live preview

Dashboard (dark mode)	Products (dark mode)

Quick Start

Prerequisites

Bun v1.1+ (runtime & package manager)
Docker (for local Supabase)
Supabase CLI v2.45+

Run Locally

# 1. Clone
git clone https://github.com/jurczykpawel/sellf.git
cd sellf

# 2. Start database
npx supabase start

# 3. Install & configure
cd admin-panel
bun install
cp .env.example .env.local  # Edit with your keys

# 4. Run
bun run dev

Open http://localhost:3000. The first registered user becomes admin.

Build for Production

cd admin-panel
bun run build
bun start

Tech Stack

Layer	Technology
Framework	Next.js 16 (App Router, Turbopack)
Language	TypeScript 5.9
Database	Supabase (PostgreSQL + Auth + Realtime)
Styling	Tailwind CSS 4
Payments	Stripe (Checkout Sessions, Elements, Webhooks)
Testing	Playwright E2E + Vitest/Bun unit tests
i18n	next-intl (EN, PL)

Architecture

sellf/
├── admin-panel/       # Next.js app (main codebase)
│   ├── src/
│   │   ├── app/       # App Router (pages, API routes)
│   │   ├── components/# React components (admin, checkout, UI)
│   │   ├── lib/       # Services, utils, Stripe, Supabase
│   │   ├── messages/  # i18n (EN, PL)
│   │   └── types/     # TypeScript definitions
│   └── tests/         # Playwright E2E + Vitest unit
├── mcp-server/        # MCP server for Claude Desktop
├── supabase/          # Migrations, seed data, RPC functions
├── bruno/             # API collection (Bruno client)
├── scripts/           # Utility scripts
└── docs/              # Deployment guides

Configuration

All integrations can be configured via the admin panel (encrypted storage) or environment variables.

Integration	Admin Panel	Env Variables	Notes
Stripe	✓	✓	Visual wizard available
GUS REGON (PL)	✓	-	Polish company auto-fill
Currency Rates	✓	✓	ECB free, or paid providers
Google Tag Manager	✓	-	Container ID
Facebook Pixel	✓	-	Pixel ID + CAPI token

See FEATURES.md for details on all integrations.

Deployment

One-Click Deploy

👋 First time setting up an online store? Read the QUICK-START guide — it's a click-by-click walkthrough that gets you online in ~20 minutes using only your web browser. No terminal, no programming.

Already done this before? The Vercel/Netlify buttons above lead to the deploy form. See the detailed deploy guide for what to paste into each field. For just the Supabase database part, see Supabase setup.

Self-hosting on your own server: see Coolify (easiest self-hosted), Mikrus / VPS (cheap VPS via PM2), or Full-Stack (full Docker Compose with self-hosted Supabase).

Manual Deploy

Guide	Best For
Quick-Start	First-time deploy via the Vercel button (recommended for non-technical users, $0/month to start)
VPS / mikr.us	Cheapest path — your own Linux VPS (~$1-5/month, requires terminal)
Coolify	Self-hosted with a nice dashboard, ~$9/month on Hetzner
All deployment options	Docker, Full-Stack, PM2 Cluster, and other advanced setups

Server requirements: Sellf alone runs on 384 MB RAM. Benchmarked at 0 errors under 30 concurrent users on a $9/year VPS. No Docker needed — plain Node.js + PM2.

Documentation

File	Description
📖 docs.sellf.app	Full searchable documentation (Quick Start, Deployment, API, Configuration)
FEATURES.md	Complete feature list with roadmap
Quick Start	Beginner-friendly deploy guide (browser-only, ~20 min)
Deployment	All deployment paths with decision tree
Stripe Testing Guide	Testing payments locally
BACKLOG.md	Development roadmap
mcp-server/README.md	MCP Server setup guide

Roadmap

Full roadmap: BACKLOG.md

Project Stats

├── 3,519 unit tests + broad Playwright E2E coverage
├── 90+ API routes (v1 REST API + admin + public)
├── 36 database tables
├── 73 RPC functions
├── 92 RLS policies
├── MCP Server (45 tools, 4 resources, 6 prompts)
└── 2 languages (EN, PL)

Support This Project

Sellf is free and source-available. If it saves you money on platform fees, consider supporting development by buying Sellf Pro — it removes the "Powered by Sellf" watermark and unlocks the Theme Editor.

Tier	Price	What it unlocks
Free	$0	Everything core — unlimited products, sales, buyers (Elastic License 2.0)
Registered	$0	+ payment CSV export (free key from sellf.app)
Pro	$59 one-time	+ remove "Powered by Sellf" branding, Theme Editor, granular API-key scopes
Business	Talk to us	Custom / enterprise — hello@sellf.app

Get Sellf Pro →

Contributing

Contributions are welcome! See CONTRIBUTING.md for development setup and guidelines.

Ways to contribute:

Report bugs via Issues
Submit feature requests
Open Pull Requests
Improve documentation or translations

Security

Sellf handles sensitive data (Stripe API keys, payment transactions, user accounts), so security is treated as a first-class requirement, not an afterthought.

What we do:

Regular penetration testing — automated and manual security audits covering OWASP Top 10, with 280+ test cases across authentication, authorization, input validation, CORS, CSRF, injection vectors, business logic, and infrastructure
Row Level Security (RLS) on every database table — enforced at the PostgreSQL level, not just the application layer
Zero platform access to your keys — Stripe credentials are stored in your .env.local on your server. The only outbound calls Sellf makes are to Supabase, Stripe, and an anonymous, opt-out telemetry ping (no PII, no revenue, no domain) you can switch off with one env var
Built-in Security Audit panel — Settings > System runs 11 automated checks against your Supabase and app configuration, with actionable fix instructions for each issue found
Secure defaults — CORS locked to your domain only, HttpOnly + Secure cookies, Content-Type validation, rate limiting on all public endpoints, webhook signature verification

Your Stripe keys stay on your server. Sellf is fully self-hosted — there is no SaaS component, no cloud dependency, and no way for anyone (including us) to access your credentials.

See SECURITY.md for reporting vulnerabilities.

Telemetry

Sellf sends anonymous, opt-out usage telemetry about once a day so we can see which features get used and on what runtimes — the same model as n8n's diagnostics. It runs only in production on a public host (never on localhost or private/dev hosts) and prints a one-line notice on boot.

What we collect: software and runtime versions, coarse host buckets (CPU/RAM band, OS, arch), feature flags (which integrations are enabled), and coarse capped counts of products, users, and transactions — plus a random per-instance id and your license tier.

What we never collect: no emails or customer rows, no revenue or amounts, no raw domain, no license key, no IP address — no PII of any kind. The wire payload is validated before every send: the top level and the identity block are strict (no extra or PII fields can ride there), while the deployment and metrics sections are curated coarse maps — deployment is a fixed set of coarsened keys plus a curated flags object, and metrics holds numeric counts only, so no string can sneak in. Reports are retained for 120 days, then deleted.

Because the data is anonymous and contains no personal data, no DPA is required for Sellf telemetry.

Opting out (env-only — there is no in-app toggle): set either of these in .env.local and restart:

SELLF_TELEMETRY_DISABLED=true
# or
SELLF_TELEMETRY_ENABLED=false

You can also point telemetry at your own receiver with TELEMETRY_URL=https://your-receiver/v1/ingest (must be https). Full details: Telemetry & Privacy.

Acknowledgments

Built with Next.js, Supabase, Stripe, Tailwind CSS, Playwright, Vitest, and next-intl.

Support

Sellf takes 0% commission, so there's no platform fee funding development. If it's making you money, you can pour me a glass:

License

Elastic License 2.0 (source-available, not OSI open source). See LICENSE for details.

Website · Documentation · Report Bug

Name		Name	Last commit message	Last commit date
.github		.github
admin-panel		admin-panel
bruno		bruno
docs-site		docs-site
docs/superpowers		docs/superpowers
layouts		layouts
mcp-server		mcp-server
n8n		n8n
scripts		scripts
supabase		supabase
test-results		test-results
themes		themes
.dockerignore		.dockerignore
.env.fullstack.example		.env.fullstack.example
.gitignore		.gitignore
.pre-commit-config.yaml		.pre-commit-config.yaml
.trufflehog-config.yaml		.trufflehog-config.yaml
AGENTS.md		AGENTS.md
BACKLOG.md		BACKLOG.md
CLAUDE.md		CLAUDE.md
CONTRIBUTING.md		CONTRIBUTING.md
Dockerfile		Dockerfile
FEATURES.md		FEATURES.md
GEMINI.md		GEMINI.md
LICENSE		LICENSE
README.md		README.md
REBRANDING.md		REBRANDING.md
SECURITY.md		SECURITY.md
docker-compose.fullstack.yml		docker-compose.fullstack.yml
index.html		index.html
netlify.toml		netlify.toml
nginx.conf		nginx.conf
package-lock.json		package-lock.json
package.json		package.json
test-new-payment.sh		test-new-payment.sh

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