Sellit9 Raises $4.1M to Expand Trade-In Platform Beyond Electronics

Toronto's Sellit9 has raised $4.1 million CAD in seed funding to push its trade-in platform into new product categories and start a U.S. expansion.

The round was led by BDC Capital's Seed Venture Fund, with AQC Capital, Anges Québec, and existing backer MaRS IAF also participating. The startup plans to use the capital to grow its 14-person team, broaden its Canadian footprint, enter the U.S. market, and add categories like luxury purses, luggage, and eyewear.

Sellit9 lets Canadians trade in old electronics for store credits and discounts, sending items to refurbishing partners instead of landfills. Co-founder and CTO Oswaldo Alvarez told BetaKit the goal is to help consumers "skip the marketplace drama" – the price-haggling and in-person meetups that come with platforms like Facebook Marketplace.

Founded in 2024 by Alvarez and CEO Josh Guttman, a former tech sales leader at Altrio, Lane, and Top Hat, the company has processed over 6,000 items from 3,900 Canadians, worth more than $2.4 million combined, through a network of 25 merchants and over 100 refurbishers.

Guttman said he wants Sellit9 to become as common as buy now, pay later. Kyle Rogers, who helped scale PayBright and its U.S. acquirer Affirm, joined last year as head of customer experience and operations to guide that push.