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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 →

Be more than the shelf.

Six of one. Half a dozen reasons to choose.

Forty shops may sell the same item. An agent can see why buying it from you is different, and finish the order here.

Selfe makes your service, live stock and terms checkable alongside the product, then lets an agent buy on the terms you set.

See whether AI can buy from youThree ways to get started

The same item, on forty sites, described forty times.

The product appears on forty sites. The brand supplies the photographs and specification. The price sits within a pound of everyone else's.

The reasons to buy from you sit somewhere else. Live stock, delivery, fitting, returns and somebody who has used the product.

An agent sees identical listings, knows only the price and buys the cheapest. That is the rational choice given the record.

The part of the offer that is yours.

Everyone sells the same products. What you add to them is the part an agent has to be told about.

What you add to it.

Next-day dispatch, the fitting service, the guarantee you fund yourself, the person who has used one.

Every brand on its own terms.

Each label's own sizing, materials and reasons for existing, kept apart rather than flattened.

Stock as it actually stands.

What you have, in which size, ready to leave today, so you come up when speed is the thing.

What goes with it.

The things you carry alongside, so a request for one turns into an answer about three.

Ordered on the spot.

The stock held, the terms agreed and the order in your system while the agent is still in the conversation.

Choose what suits you

Start as you're meant to go on.

Check your buyabilityJoin the Bootcamp

One thing you sell, as an agent reads it

Not a listing or a page about it. The record itself. Price, state and what it actually is, ready for an agent to compare without anybody rewriting a description.

Knowing the products beats advertising them.

You know things the product specification cannot say. Who needs the better one, which version comes back and what suits a first-time owner.

That knowledge earns only when someone reaches the shop and asks.

Selfe makes it checkable when an agent compares options, so the choice can turn on more than price.

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 did not write most of our catalogue.
Does that matter?

Not to the part that is uniquely yours. Your stock, price, delivery, service, returns and knowledge of who the product suits can sit alongside the brand's own description. Those are often the facts that decide which retailer an agent chooses for the same item.