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PROFILE

For today’s in-depth profile, we met Co-founder, and CEO of SELLIT9, Josh Guttman, who explained the journey to building, the inspiration behind this idea, and advice he would give to those building right now.

Tell us about SELLIT9

SELLIT9 is revolutionizing the e-commerce shopping experience with instant trade-in as a new form of currency. Merchants can offer their consumers a sustainable way to get instant liquidity for household items, where the value of the items can be seamlessly applied towards the balance of a new purchase.

What inspired this idea?

As a family of five, we accumulate a lot of stuff—from outgrown strollers to barely-used MacBooks bought for virtual schooling during lockdown. Traditional marketplaces like Facebook or eBay are time-consuming and unreliable, and while Apple offers instant trade-in valuations, the options are limited to new products or gift cards. What I really needed was flexibility—to put that value toward flights, school supplies, or sports gear. That’s when the idea clicked: why not make it easy to sell unused items and instantly apply the value toward what truly matters?

My co-founder brought another perspective. Having lived in five countries over a decade, he struggled with the hassle of selling belongings and starting fresh each time he moved. Together, we realized the untapped potential of unlocking value from pre-owned items, much like buy-now-pay-later companies empower consumers.

After speaking with peers and merchants, we saw how deeply the idea resonated—boosting purchasing power and promoting sustainability through the circular economy. That’s why we built SELLIT9 Pay: a platform to revolutionize trade-ins, purchases, and re-commerce.

How did you build this?

We launched SELLIT9 by validating a key insight: people don’t just want to upgrade their items—they want flexibility. Starting with electronics, we introduced SELLIT9 Cash, allowing users to trade in devices for cash. This focused approach helped us build the foundation for SELLIT9 Pay. The response was incredible: over 700 devices were transacted and nearly 140 5-star Google reviews were in a short time.

Customer feedback revealed a clear pattern—it wasn’t about saving cash but funding new purchases. Whether trading an Apple Watch for a Garmin or selling an iPad for a desk, the motivation was to afford what they truly needed. This insight validated our vision and gave us confidence to assure merchants: that customers will use this. SELLIT9 Cash’s success set the stage for a scalable solution that empowers consumers and drives meaningful purchases.

How did you know you were ready to be an entrepreneur?

Throughout my career in technology, I’ve experienced growth at companies of all sizes, from public corporations to seed-stage startups, including fundraising, a successful exit, and navigating both highs and lows. There’s no perfect time to start a company—some say the right time is always now. As the saying goes, “Luck is what happens when preparation meets opportunity.” Fortuitous circumstances brought my co-founder Oz and me together with complementary skills, and when the opportunity arose, we were ready—so we seized it!

What advice would you give to others building right now?

Allow yourself to enjoy the journey - it will be hard, but if you believe it will happen, then it will!

Show up with genuine expectations that it will all work out, do not internalize the pressure, and put more emphasis on what steps you can take today than on how it will work out - if you take the steps, the how will reveal itself!

Lastly, are you hiring right now?

Yes, we are currently hiring Engineers and Designers!

Apply here: https://tally.so/r/3jW8d4

Have other companies in mind we should feature? Reach out at [email protected] and share yours

COMMUNITY CONTENT

ChaiTech Accelerator, powered by the Ontario Jewish Startup Network, recently hosted its Startup Showcase for Cohort 2 of its program.

The evening featured a pitch competition judged by Alanna Souza (Drive Capital), Neil Grunberg (Storytime Capital), and Yishay Waxman (Clarim Ventures) as well as a keynote from Heather Reisman (Indigo Founder). 

Big congratulations to Joe Noss and Akash Shetty, co-founders of Publicus for being crowned champions of the ChaiTech Accelerator Startup Showcase! 

ChaiTech has opened up applications for Cohort 3 of their program and is inviting Jewish founders to apply and welcome mentors and instructors from all backgrounds. Learn more at www.chaitech.ca

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