Toronto-based startup SELLIT9 Trade is quickly establishing itself as a major innovator in Canada’s growing circular economy, offering consumers a way to turn idle household items into immediate value. The company’s digital platform enables shoppers to trade in electronics and other goods directly in the customer journey, receiving instant discounts or gift cards that can be applied to new purchases.
Co-founder and CEO Josh Guttman describes the service as a consumer-friendly alternative to debt-driven payment options like Affirm and Klarna. “We provide a way for people to unlock value from items they already own without taking on more debt,” he explained in an interview with Retail Insider. “It’s about making purchases more affordable while keeping products in circulation and out of landfills.”
Originally branded SELLIT9 Pay, the startup pivoted in spring 2025 to emphasize its role in issuing instant trade-in credits. The rebrand to SELLIT9 Trade reflects its integration into the heart of the shopping journey.
Guttman noted that feedback from retailers and customers highlighted friction when the service was positioned at checkout. “We realized that by the time customers were at the payment rails, they didn’t want to search their homes for items. But by presenting the trade-in option earlier, we could show them the savings immediately. It builds confidence in their purchase and often leads them to add more to their cart.”
Real-Life Trades Show Impact
The company has already facilitated more than 2,000 trades, with transaction volumes now reaching close to $100,000 per month. One story illustrates the impact of the platform: an 18-year-old customer who had been saving for years to buy a gaming PC was able to trade in his old PlayStation and instantly receive nearly $300 toward the purchase.
“He told us it allowed him to finally buy the computer he had dreamed of,” said Guttman. “That’s the type of outcome that keeps us motivated—helping people reach their goals in a financially sustainable way.”
Other trades have included Apple Watches, older iPhones, and laptops that customers applied toward cameras, refurbished electronics, and other items.
SELLIT9 Trade has timed its growth with a period of heightened consumer stress. Back-to-school shopping is traditionally costly for Canadian families, and with inflation eroding purchasing power, affordability has become a critical issue.
Partnering with merchants like Qnovum, which sells refurbished electronics, the startup allows parents and students to trade in older devices for instant discounts on laptops and other school essentials. “When you think about a student needing a reliable laptop, they can purchase a high-quality refurbished model and offset the cost further by trading in an older device,” said Guttman. “It’s a solution that fits both the financial and sustainability needs of the moment.”
Supporting the Circular Economy, Expanding Categories
Beyond affordability, the platform contributes to Canada’s circular economy. Items traded through SELLIT9 are routed to a network of refurbishers who restore and resell them. This reduces waste and supplies inventory to the growing second-hand market, which Canadians have increasingly embraced.
“The inspiration came from my own garage,” Guttman recalled. “I had items piling up, and most ended up in landfill because selling them was too difficult. It was bad for the environment and a missed financial opportunity. With SELLIT9 Trade, people can get instant value and give their items a second life.”
Although electronics remain the core focus, SELLIT9 is rapidly expanding into new product areas. One of the most promising is e-mobility, with scooters being added to the trade-in network.
“We’re working with a Canadian scooter brand to launch an upgrade and trade-in program,” Guttman revealed. “Scooters are expensive, and many people only use them part of the year in places like Toronto. Refurbishers are eager to resell them at lower prices, so this creates access for new buyers while reducing waste.”
Future categories under evaluation include appliances, small furniture, and potentially loyalty program tie-ins such as airline tickets.
Competing With Buy Now, Pay Later
While buy now, pay later (BNPL) services have become mainstream, rising debt levels across North America are causing concern. According to U.S. data, 41 per cent of BNPL customers paid late in 2025, up from 34 per cent the year before. Household debt is also climbing to record highs.
“Our goal isn’t to replace Affirm or Klarna,” said Guttman. “But when debt levels are already high, people need alternatives. We want to be as ubiquitous as BNPL, but with a sustainable model that helps people afford what they need without financial strain.”
In January 2025, SELLIT9 secured a $1.45 million CAD pre-seed funding round, led by Drive Capital and Northside Ventures. The investment has supported its expansion into new categories and retailers. The company is live with five stores, with another four confirmed and a fifth nearing launch.
SELLIT9 currently operates in Toronto, Montreal, Winnipeg, and London, with plans for broader Canadian rollout and eventual expansion into the U.S., South America, and overseas.
SELLIT9 was co-founded in 2024 by Josh Guttman, Chief Executive Officer, and Oswaldo Alvarez, Chief Technology Officer. Guttman leads the company’s retail and partnership strategy, while Alvarez directs the platform’s technology and integration with merchant systems. Together, they combine business insight and technical expertise to deliver a seamless solution for both retailers and consumers.
The founding team is small but ambitious, reflecting the scale of their mission. By aligning commerce, technology, and sustainability, Guttman and Alvarez have positioned SELLIT9 as one of the most promising startups in Canada’s re-commerce sector.
From Clutter to Currency
The startup’s tagline, “From Clutter to Currency,” captures its mission: to empower households to convert unused possessions into immediate financial relief. As Canadian consumers face reduced purchasing power—Bank of Canada data shows the dollar has lost 41 per cent of its buying power since 2000—the model offers an alternative to stretching household budgets.
“It’s about two things,” Guttman summarized. “First, supporting the circular economy by keeping items out of landfill. Second, making life more affordable for people at a time when every dollar matters.”
With 2,000 trades completed and nearly $100,000 flowing through the platform each month, SELLIT9 is still in its early stages. But Guttman and Alvarez are thinking big. “We want to be on every store, every loyalty program, every airline,” said Guttman. “This is a Canadian company with global ambitions.”
