The best way to sell digital goods online.

Selling digital products online has never been easier than with SellApp. This changelog highlights enhancements that help you sell faster, easier, better.

Checkout Rework

We are excited to announce a new battle-tested checkout flow to the SellApp platform!

With the recent addition of our cryptocurrency payment methods, we noticed that certain steps of the checkout flow had become a little too bloated. This led to the decision to rebuild the checkout from the ground up.

The result is a new, improved, and better converting checkout. It addresses all of the feedback received by store owners, whilst also presenting a familiar overview to the customers.

We've additionally taken the time to release a handful of improvements to the store builder. Combined, these changes make it easier to build a completely personalized store.

Platform Updates

  1. Revamped Checkout: New Checkout flow that makes it much easier and faster to complete a purchase
  2. Invoicing: You can now generate invoices for past/present store fee bills
  3. Improvements: Various UI/UX improvements and validation logic throughout the platform

Builder Updates

  1. Fonts: Font selection dropdown now shows you a preview of each font, making it far easier to pick a relevant font
  2. Products Block: You can now toggle dark/light mode for the embed, and configure the background colour of the group modal
  3. Robots: It's now possible to configure a custom robots.txt, found in "Site Settings" -> "Advanced"
  4. Speed: Numerous improvements to help your site load considerably faster

Happy Selling!

Stories and Crypto

Today, we are happy to announce the addition of Stories as well as a brand new cryptocurrency processor!

Stories are a powerful new feature which help turn your website into an interactive experience. Upload a few images/videos, link some products, and add the new "Stories" block in the builder to get started. Then sit back and watch your conversion rate skyrocket 🚀

Our new cryptocurrency processor is completely non-custodial and replaces our previous integrations. With this, Coinbase Commerce as well as the other crypto options have been removed, so you will want to set things up again.

Platform Updates

  1. Cryptocurrency Processor: Link your own cryptocurrency addresses/xpubs and receive payments directly into your wallets
  2. Stories: Instagram-like Stories, now available on your SellApp store
  3. Improvements: Various aspects of the dashboard have been improved to deliver an even easier and faster experience

Builder Updates

  1. Infrastructure: We've modified our infrastructure to address some issues with stale data being displayed. Storefront changes will now be reflected near-instantly.
  2. Stories Block: This new block is part of our Stories integration and lets you embed Instagram-like Stories anywhere on your site.
  3. Feedback Block: The feedback block has been improved for a number of variants, resulting in a better look
  4. Misc: Renaming of variants, navbar improvements, and more.

Happy Selling!

Introducing: Customer Portal!

We're excited to announce a slew of new features to the SellApp platform and storefront builder. These updates further personalize your sales experience and make your storefront that much more customizable.

This update also boasts a newly-created customer portal to make things considerably more convenient for your customers. The customer portal is prerequisite to a few important upcoming features, so keep an eye out on what's to come. Let's dive in.

Platform Updates

  1. Customer Portal: Customers can now conveniently view their orders on your storefront, for example: In addition to this, we've shipped a global overview of all orders across all stores on
  2. Sender Email: You can now link your own email to your SellApp store. Once linked, all transactional emails your customers receive will be sent from your custom sender email.
  3. Product Improvements: It's now possible to upload multiple files if you select "Downloadable File" in the "Digital Items" area, plus you can now enter a custom product slug URL.

Builder Updates

  1. Infrastructure: We've upgraded the infrastructure of our store builder and renderer, resulting in considerably faster load speeds for both you and your customers.
  2. Raw HTML Block: This new block lets you embed forms and other external content which couldn't be supported with our iFrame/embed block.
  3. Block rounding: You can now set and modify rounding of a specific block, which can be found in the sidebar under "Border radius"
  4. Misc: Sorting of page tabs to your liking, bug fixes, alignment improvements, and more

Happy Selling!

Quality of Life: Storefront Builder

In our latest update, we're releasing one of the most-requested features to the storefront builder alongside many other builder-specific improvements.

Starting today, you can seamlessly select multiple blocks and move them around as a combined block. Simply click and drag over a set of blocks, or hold down the SHIFT key while clicking the relevant blocks.

Not only does this make it considerably easier to interact with the storefront builder, but it also opens up more possibilities alongside the other improvements that have just been shipped.


  1. Multi-select: Click & drag, or SHIFT + click, to select multiple blocks at the same time.
  2. Improved editor: The storefront builder experience has been upgraded. What you see now in the builder, is exactly what will be shown in your published storefront.
  3. Customizable buttons: Button blocks have been improved considerably, now you can adjust both their height and size without any limitations.
  4. Icons: There were some issues with icon variants, which prevented them from being displayed in the published version. This has been fixed now.
  5. Premade Sections V2: To reiterate last Friday's update, we've populated the storefront builder with a new batch of premade sections.

Combined, this update will elevate your experience with the storefront builder considerably, making it that much easier to build a completely customizable storefront without touching a single line of code.

Happy Selling!

Quality of Life

Happy belated New Year!

After a short break during which the team enjoyed some much-needed rest and recuperation, we're picking up right where we left off.

Expect many updates in 2024, each more impactful than the other with the ultimate goal of making selling digital products even more of a breeze than it is now.

In the first update of this year, we're releasing numerous quality of life improvements that address (almost) all of your papercuts while using the SellApp platform.

Collectively, these changes will make it far more pleasurable to interact with the platform. Let's dive into it, shall we?


  1. Builder: A new batch of premade sections have been added, these more intricate and beautiful than the last. What's more, you can now toggle the group modal's background to dark mode if it fits your design, and products are now shown both within groups as well as outside of them (as was the case previously).
  2. Embed modal: The embed modal has been powered up and now accepts new data-sell-* variables that will help make your (customers') lives easier. Pre-fill a coupon code, quantity, or customer email. For more information, check out the embed variables doc by clicking here.
  3. Platform: Speaking of pre-filled data, the checkout supports that now! Click here to learn more about pre-filling data. In other news; Trustpilot has been added back, post-purchase redirect logic has been improved, all reported bugs have been fixed, and many more things that are too long to list here.
  4. API Docs: The API docs have had something of an overhaul, with complete documentation for V2 invoice, product, and variant endpoints having been added while V1 invoice and product documentation being deprecated. Additionally, all code examples have been updated to help prevent any potential stumbling blocks.
  5. Help Docs: You might have already noticed; we've invested more time into the help docs by adding new documentation for integrations and other functionality not previously documented.

Oh, and before signing off, expect one of the most-requested builder features to be launched in the next few days.

Happy Selling!

Christmas Special: Builder Expansion

'T was the night day before Christmas, when an update was quietly rolled out to the SellApp storefront builder...

In this weekend's special update, and the final update of the year, we've released a number of highly-requested improvements to the storefront builder. Consider this an early Christmas present from the SellApp team for you!

Most importantly, we've added dozens of premade sections which will further help you build a highly customized storefront by saving you time from having to build these commonly found and used sections from scratch.


  1. Premade Sections: Build a storefront on easy mode; select a few premade sections, change the wording, and you're good to go
  2. Custom Code: Add custom elements in your site's <head> tag, especially useful when wanting to add live chat, analytics, or (just in time for the holidays) a snow effect
  3. Embed Modal: Rather than redirecting your customer to a product page, why not have the product directly embedded on the same page? This is now one toggle away
  4. Granularity: We've heard you loud and clear, certain block elements — like colours — can now be configured directly within the block (rather than having to select/configure these on a site-wide level)

We look forward to serving your needs and exceeding your expectations in 2024 and beyond.

Happy Holidays!

Storefront builder & platform upgrade

In today's update, we are releasing one of the most impactful additions to the platform in the form of the SellApp storefront builder. With the storefront builder, you can now create a highly customizable storefront without touching a single line of code.

The builder is jam-packed with features that make it a breeze to drag & drop to your heart's content, yet not be overwhelming or deviate from the SellApp experience you have come to know and love. Customers visiting your stores will experience significant load speed improvements, no matter the country they hail from.

Finally, we've taken the opportunity to thoroughly improve the SellApp dashboard and its functionality, making it more intuitive and less prone to accidental mistakes.

1 year and over 100.000 lines of code later, it's not an understatement to say that this upgrade is the most comprehensive yet. Given that this spans all aspects of the SellApp platform, we'll be providing a high-level overview of changes — but we'd like to emphasize that these changes are best experienced first-hand.


  1. New: A drag & drop storefront builder, create the store of your imaginations without touching a single line of code
  2. Improved: Comprehensive upgrade to the SellApp dashboard, embeds, and checkout
  3. Fixed: All bugs reported by the SellApp community
  4. Pricing: All plans removed, fee rate decreased. We now charge a flat 3% fee per sale. Existing subscriptions will be honored until they expire
  5. Docs: Updated to provide more accurate information throughout, new builder docs added

We are eager to hear your feedback and hope all of these changes will bring you plenty of joy, but more importantly, arm you with the tools to build a lucrative online business.

Happy selling!

Checkout refactor

In today's update, we've released a completely refactored checkout flow. Where we first started with a simple checkout flow that only needed to calculate the price and optionally a coupon code applied, this grew more and more complex with the addition of processor fees, VAT, and more.

While the code worked fine, it wasn't as modular and easy to build on top of as we'd liked. Hence, we decided to completely refactor the checkout flow and payment calculator to be modular, robust, and leave no room for inaccuracies.

This change brings immediate benefits in the form of up to 33% faster checkout flows. Longer term, however, this helps us build innovative ways with which we can leverage the checkout. More on this soon.


  • Complete refactor of checkout flow
  • Improved orders search to find accurate customer email
  • Shifted support channels from email to live chat (faster responses and clearer overview)
  • Removal of one-time SellApp review email
  • Misc. UI changes across the dashboard

Coming up next

In our next update, we'll be continuing to refactor and improve aspects of the dashboard and storefront. If there is something you would like to see changed, don't hesitate to let us know via live chat. Happy selling!

Revamped analytics

We've continued our efforts of completely revamping aspects of the dashboard. In our latest update, we've focused our efforts on the dashboard chart and underlying database queries.

Visually, the revamped chart comes with a fresh lick of paint with nifty additions that make changes in revenue more discernable. Where the chart previously felt out of place and rushed, it now has some oomph and solidly looks the part on the dashboard.

Under the hood, we've overhauled the way data is aggregated and re-calculated. For you, this means that loading data has become blazing fast (by a factor of ~10 v.s. old implementation) and you can more swiftly switch between timeframes without waiting for seconds while data is re-calculated.


  • Complete revamp of dashboard UI/UX
  • Improved database queries related to fetching and re-calculating statistics
  • Fix visual bug for PayPal purchases
  • Misc. minor UI changes across the platform

Multi-role support

In the latest update, we've made it possible to add support staff with multiple roles to your store. This helps you add dedicated team members that can access multiple resources, rather than just one.

Imagine you have a staff member that deals with customer support tickets, and a customer is asking for a refund. Previously, this staff member would either be able to access tickets OR orders, so they would not be able to carry out this customer's request.

With today's update, that is now possible. You can add the Ticket role to this staff member's account, as well as the Invoice role, plus whichever other role you expect this staff member to have.


  • Implemented support for multiple roles
  • Improved platform database queries
  • Complete revamp of customer object and dashboard (thanks to the above change)
  • Upgraded underlying infrastructure

Hello, world!

We've launched this changelog with which you can easily and conveniently browse through platform changes that have gone live since your last visit.


  • Launched changelog page