Why we built Osello.
Marketplace listing is not a spreadsheet problem. It is a catalog intelligence problem — and most tools still treat it like 2015.
A note to fashion brands.
You built the collection. You earned the customer on Shopify. Then you looked at Nordstrom, Target, or Macy's and hit the same wall everyone hits.
Spreadsheet templates. Rule mapping. Rejection emails from marketplace ops. Months of listing work before the first order.
The tools on the market were built in a pre-AI world. Rule engines, feed managers, integration wrappers. They move data. They do not understand your catalog.
We built Osello because AI changed what is possible.
An agent can read your Shopify product page and understand what Target needs. It can write the listing, process the images, handle the attributes, and flag the edge cases.
Work that used to take a team months can start in minutes.
Advisory board
Retail operators.Inside the problem.
Dan Ashfeld Taxonomy Advisor
- Sr. Director Marketplace Ops, Macy's
- Marketplace Operations Lead, Target
Nina Ariana Fashion Advisor
- MPS Fashion Management, Parsons
- Marketing Director, TRAXNYC
Joe Serrano GTM Advisor
- Dir. Marketplace Strategy, Macy's
- Dir. Emerging Tech, BestBuy
Michael Rossi Platform Advisor
- CEO, Smile.io
- Advisor, Klaviyo
Jay El-Kaake Tech Advisor
- CEO, Fera.ai
- Sr Engineer, Commerce
Principles wewill not compromise on.
Human support only.
Speak to a human when you want to. We do not force you through AI support agents.
Quality over quantity content.
If you are looking to mass-generate AI slop, we are not for you. We refuse to contribute to the enshitification of the internet.
Stupid simple. Actually works.
We love building software that does the job and stays out of your way. Complexity is our problem to solve — not yours.
Built by people who know eCommerce tech
Osello was originally built by Jay, a veteran in the eCommerce tech community, who has built software used by hundreds of thousands of sellers on Shopify and BigCommerce around the world.