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
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
- 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
- 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
- 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 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
- 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
- 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
- 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 →
- 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.
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
| |
|---|
| |
| 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
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
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 — [email protected] |
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
