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The five pillarsFitBe known for what you actually do.FoundShow up when it matters.TrustedSay it. Then back it up.PaidGet paid, not just picked.MindedSomeone on your side, around the clock.
AI DiscoveryAI SearchBe part of the answer.ResonanceWhat you say. What's asked for. What's said about you.On-page searchHelp people find what they mean.AI SurfacesShow up in more than one place.Content architecturePut everything in its place.
RailsA2A discoveryIntroduce your business to an agent.Resource discoveryFound before anything asks.TrustKnow who you're dealing with.Agentic paymentsMove money safely.The buyability checkThe buyability check.

Check your buyability

See whether agents can find, choose and buy from you.

Check your buyability →
HospitalityAccommodationEvery room, priced and open.Restaurants & pubsThe table, and the dog policy.Activities & toursWeather, seasons, start times.Theatres & attractionsSeats that expire at eight.Groups & curatorsMany places, one connection.
EcommerceBoutique & artisanSmall runs, and who made them.Own brandYour name on the thing itself.Multi-brand retailOthers' brands, your shop.Marketplaces & platformsSellers you do not control.
ApproachesSEOThe groundwork under all of it.AI AnswersBe named, with a reason.MCP ConnectorsInside the chat apps already.Direct salesCompared widely. Sold by you.Agentic salesIt buys, under a rule you set.

The Buyability Bootcamp

Eight hands-on weeks. We do the work, then you run it.

Explore Selfe-Made →
Agentic commerceHow AI agents discover, compare and buy.Known and matchedWhat it takes for an AI to know a business, not just find it.Agent-ready transactionsThe journey from recommendation to a completed booking or order.Buyability and readinessA practical route from an agent-readiness finding to the next useful fix.
Trust and commerce dataThe information an agent can rely on when a recommendation becomes a commercial decision.Market surfaces and standardsHow businesses stay discoverable and actionable as agent-led commerce moves across new surfaces.Protocols and agent checkoutThe real plumbing under agentic commerce: protocols, credentials and payment.Ecommerce and product discoveryWhat makes a product buyable by AI, not just listed.
Hospitality and bookingsWhat makes a stay or a table bookable by AI.Future trendsWhat's settled about where agentic commerce is heading, and what's still genuinely open.Myth vs factClaims about AI and bookings, checked against what's true.GlossaryClear, plain-English explanations of every term and protocol that comes up across this site.

Check your buyability

See whether agents can find, choose and buy from you.

Check your buyability →

Built for whatever does the buying.

Buy the AI agents. For the people.

An agent already knows roughly what it wants. It chooses who to buy from on the account it can check. Selfe turns your product, stock and terms into that account from systems you already run.

Price is part of that and it was never all of it.

See whether AI can buy from youThree ways to get started

Everything here has an alternative.

That might be the same jacket on forty other sites, described in the manufacturer's words. Or it might be something no-one else sells, measured against the nearest thing somebody would settle for.

The item is not the decision. The agent is choosing who to get it from by what it can establish about each seller: whether the size is right, stock is real and the delivery promise holds.

That is a contest you can win without being cheapest, when your facts survive a check.

Four shapes of shop, and one test in each.

Can an agent check the account of the item? What changes is who wrote that account and how much of it you control.

  1. Boutique & artisan.

    What it is made of, who made it and how few there are need to be facts, not atmosphere.

    See how →

  2. Own brand.

    Your size chart, stock and delivery terms are the answer an agent checks.

    See how →

  3. Multi-brand retail.

    What you add to manufacturer data makes the difference between a shelf and a recommendation.

  4. Marketplaces & platforms.

    Every claim needs an owner, so one bad listing is a seller's problem, not the platform's.

    See how →

Choose what suits you

Start as you're meant to go on.

Check your buyabilityJoin the Bootcamp

Three easy ways to get started, take your pick.

Whether you just want to get on with it or learn more about agentic commerce, there is a route to get started with Selfe that's just right for you. All you need to do is click.

  1. Get started
    • Website
    • Booking system
    • Payment details

    from £129/month

    Self

    Simple. Free buyability check first, then sign yourself up, nothing on our side to wait for.

    Get started
  2. Let's talk it through.
    • Multi-site pricing
    • Custom booking rules
    • Payment routing

    from £549/month

    Assisted

    For larger or more complex places. Talk to us first, there's usually setup work a conversation surfaces before you're ready to go live.

    Get started
  3. The bootcamp

    Buyable in four weeks. Dialled in over eight.

    WK 1 · Fit

    from £5,000

    Selfe-Made

    Twelve weeks with us, and we do the work while you learn to run it. Ten places a cohort, built for enterprise and large curators, private deployment if you need it, and open to anyone who wants that route.

    Selfe-Made

We already publish a product feed.
Is this not the same thing?

A feed lists products to be indexed in bulk. An agent is usually deciding something narrower. It needs to know whether one item fits, whether the claim holds up, what is in stock now and on whose terms it can buy. Selfe answers those questions one at a time from sourced, live facts.

Ask us directly