Selar Pays Out ₦9.8 Billion in 2024, Doubling Earnings for Nigerian Digital Creators
Selar, Nigeria’s leading eCommerce platform for digital creators, has announced that it paid out an impressive ₦9.8 billion to creators in 2024—more than double its ₦4 billion payout in 2023. This milestone reflects Selar’s continued growth as a trusted platform for African creators.
Founded in 2016 by Douglas Kendyson, Selar has experienced remarkable year-on-year growth since 2022, fueled by strategic marketing efforts and partnerships. According to the company, the total number of transactions on the platform surged by 55.73% in 2024 to reach 629,000, while its creator base grew by 60.78%, totaling 241,000 creators.
Selar’s global reach has also expanded significantly. The platform is now available in 194 countries, supports 13 currencies, and boasts 1.5 million users—a 72% increase compared to 2023.
Though founded in 2016, Selar’s breakthrough moment came in 2020, when the digital economy saw a massive shift during the pandemic. By January 2021, the platform had 17,000 users and $240,000 in revenue.
Douglas Kendyson, a former Paystack employee, created Selar after observing a gap in the market for selling digital products. In a past interview, Kendyson noted, “So many people are creating value on different fronts. There are coaching and membership programs people spend half a million naira on. You’d think Nigerians wouldn’t pay for that, but the numbers speak for themselves.”
Despite its rapid growth, Selar has achieved profitability without raising external funding, save for a $10,000 grant from the Tony Elumelu Foundation in 2018. In 2024, Kendyson told Rest of World, “We enjoy the autonomy. We have enough money in the bank to keep going, and there’s no need for us to raise funds.”
Looking ahead, Selar is rolling out new tools to enhance its services for creators. These include an improved page builder to streamline sales funnels and a French-language option for Francophone African users. Selar’s success highlights the growing potential of Africa’s digital creator economy, with platforms like Selar paving the way for creators to monetize their talents globally. With its continued innovation and commitment to empowering creators, Selar is set to remain a key player in the digital economy for years to come.
