Social Video Commerce Bahraini startup Sellou, a social commerce platform blending video content with online shopping, has closed a new seed funding round at a valuation of $3 million. While the exact investment amount remains undisclosed, this funding marks a major step in Sellou’s mission to transform the way people in the Middle East and North Africa (MENA) region buy and sell products online.
A New Era of Selling: Video Meets Commerce
Sellou was founded in 2020 by entrepreneur Salman Al Khalifa, who saw a growing gap between traditional online marketplaces and how younger generations prefer to interact with products. Instead of long product descriptions or static photos, Sellou lets sellers create short, engaging videos that highlight their products in action. These videos are then shared on the platform, where buyers can browse, interact, and purchase with just a few taps.
The app brings together the fast, personal feel of social media with the functionality of an online store. Whether someone is selling handmade jewelry, fashion, electronics, or food, they can use video to directly connect with potential customers. This format is especially appealing to Gen Z and millennial shoppers who prefer visually rich and interactive experiences.
According to the founder, the goal is to “empower everyday people to become digital entrepreneurs” and make selling online as easy as posting a video.
A Rising Star in Bahrain’s Startup Scene
Sellou is part of a new wave of Bahraini tech startups drawing attention from investors in the Gulf and beyond. The platform’s focus on video-first commerce sets it apart in a region where e-commerce is still developing and traditional marketplaces dominate.
Over the last year, Sellou has seen a steady rise in users and listings, particularly among small businesses, influencers, and home-based sellers. The platform also offers features like in-app chat, secure payments, and order tracking, giving users a complete shopping experience without needing to leave the app.
This new funding round was supported by a group of regional investors who see potential in the platform’s unique model and rapid growth. The capital will be used to hire more talent, improve the platform’s features, and expand into key MENA markets, such as Saudi Arabia, the United Arab Emirates, and Egypt.
Tapping Into the Future of Online Shopping
Worldwide, social commerce is becoming a massive trend. Apps like TikTok, Instagram, and Snapchat are already influencing what people buy and how they shop. Sellou is bringing that same concept to the Arab world but with a platform built from the ground up specifically for commerce.
Unlike social media platforms where shopping is just one of many features, Sellou’s core is shopping — with every video designed to promote a product and make it easy for buyers to click and purchase instantly.
“People trust people. Video creates a human connection that photos and text just can’t,” said Al Khalifa. “We’re making online shopping feel more real, more personal, and more fun.”
The app’s name, “Sellou”, is a play on the word “sell” and the Arabic greeting “hello,” reflecting its mission to bring sellers and buyers together in a friendly and social way.
The Bigger Vision: A MENA-Wide Commerce Network
While Sellou is still early in its journey, the vision is ambitious. The company hopes to become the go-to video commerce platform for the 400+ million Arabic speakers across the MENA region. With a mobile-first population and a growing demand for personalized, convenient shopping, the timing could not be better.
One of the key strengths of Sellou is its focus on local sellers and micro-entrepreneurs. By lowering the barriers to entry and offering tools that are easy to use, the app gives everyone — from young creators to stay-at-home parents — the chance to run a business from their smartphone.
In regions where traditional retail options can be limited and logistics are challenging, this kind of platform could offer a real alternative to brick-and-mortar stores.
What’s Next for Sellou?
The team behind Sellou is now focused on growing its user base, adding new features, and building partnerships with influencers, creators, and logistics providers across the region.
There are also plans to roll out live video selling, similar to what is popular in Asia, where hosts can showcase products and interact with viewers in real time.
With the fresh funding and a clear vision for the future, Sellou is well-positioned to lead the next wave of innovation in MENA’s e-commerce sector.
About Sellou
Sellou is a Bahrain-based social commerce app that allows users to buy and sell products through short video storefronts. Founded in 2020, the platform blends the creativity of video content with the power of e-commerce to make online selling easy, personal, and fun.
