Started in the rhythm of local trading
Today, a first-time visitor to the workshop sees a South African online store built around the realities of informal trading, spaza shops and home businesses in Soweto, Johannesburg. There are practical conversations about stock that shifts daily, customers who ask for prices before buying, and products that must be easy to see and order. In 1997, SellThat took shape from that same close understanding of how local businesses operate, with every decision shaped by everyday trading needs rather than unnecessary complexity.
That early experience shaped the way the business still works today. The focus stayed on clear store pages, practical product listings and a setup that feels manageable for people who are already busy running a business from home, from a stall or from a small shop front.
What grew from the first store setups
As more traders asked for help, the work expanded from basic store setup into the full path of selling online. Product photos needed better framing, prices had to be easy to read, and delivery details had to make sense for local customers in different towns and cities. A store is only useful if the information is clear enough for someone to order without confusion.
The team learned that many traders want the same things, even if they sell different products. They want a page that loads properly on a phone, a way to show what is in stock, and a simple method for handling WhatsApp orders without making the process feel complicated.
- Store Setup for first-time sellers
- Product Upload Help for small and growing catalogues
- Photo Guidance for clean product pictures
- Pricing Page Help for clear item pricing
- WhatsApp Order Setup for direct customer enquiries
The customers we work with every day
SellThat works with informal traders, spaza shops and home businesses that sell across South Africa, including Johannesburg, Durban, Cape Town, Pretoria and Gqeberha. Many customers trade in places where foot traffic matters, but phone orders now matter too. Some sell food items, household goods, clothing, hair products, hardware or mixed stock, and each store needs the right structure for that kind of range.
The business also understands the pace of local trade in areas like Soweto, Alexandra and Tembisa, where customers often want fast product checks, delivery options and payment details that are easy to find. The work is practical: show the product, show the price, and make the next step clear.
- Soweto Traders
- Johannesburg Traders
- Durban Traders
- Cape Town Traders
- Pretoria Traders
- Gqeberha Traders
- Alexandra Traders
- Tembisa Traders
How the team works now
The team is built around day-to-day store support, not just the first setup. Thabo Lourens leads the business, while the rest of the team handles the parts of the process that matter most to a trader trying to sell online properly. Lerato Moonsamy supports client progress, Sibusiso Zondo handles store setup, and Ayanda Kotze guides content and photos so product pages look clear and useful.
Karabo Molefe keeps support organised, Zanele Chetty leads training, and Mpho Maseko handles technical support. That mix matters because traders do not always need one big solution. Sometimes they need help with a catalogue rebuild, sometimes it is a home page refresh, and sometimes it is a payment info page that needs to be written in plain language.
The practical parts that shape each store
Every store built through SellThat is shaped by the way people actually buy in South Africa. A strong product page must show the item, the price and enough detail for the customer to feel confident. Delivery information needs to be plain and easy to follow. If a trader takes orders by WhatsApp, that path must be obvious on the page and simple for customers to use.
The same approach applies to content writing and training. Some traders want help wording their pages properly, while others need their staff shown how to update products, check orders and keep the store tidy. In coastal places like Durban and Gqeberha, product photos and stock notes can also matter because humidity and changing conditions affect how goods are stored and presented.
- Payment Info Setup for clear checkout details
- Delivery Page Setup for local and nationwide selling
- Store Content Writing for short, useful wording
- Catalogue Rebuild when listings need a proper reset
- Ongoing Support for store updates and fixes
What stays the same in the work
Even as the business has grown, the working style has stayed grounded. The team still treats each store as a practical sales tool, not a decoration. That means checking how a page reads on a phone, making sure prices are easy to see, and keeping the order path short enough for busy customers who want to buy quickly.
SellThat also keeps the advice direct when traders ask about payments, delivery or business compliance. Tax and legal matters are never guessed at. When those topics come up, traders are pointed to SARS or a qualified adviser so they can make proper decisions for their own business.
The story of SellThat is really the story of local trade adapting to modern buying habits without losing its character. The work started in Soweto and still speaks to the same kind of trader: practical, active and ready to sell better with a store that makes sense.