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The five pillarsFitBe known for what you're known for.FoundShow up when it matters.TrustedSay it. Then back it up.PaidGet paid, not just picked.MindedAlways on it, never on its own.
AI DiscoveryAI SearchBe part of the answer.ResonanceWhat you say. What's asked for. What's said about youOn-page searchHelp people find what they mean.AI SurfacesShow up in more than one place.Content architecturePut everything in its place.
RailsA2A discoveryIntroduce yourself properly.Resource discoveryFound before anything asks.TrustKnow who you're dealing with.Agentic paymentsMove money safely.Agentic readiness scanSee if you're ready.
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Get started

Pick a way in.

Get started
HospitalityAccommodationEvery room, priced and open.Restaurants & pubsThe table, and the dog policy.Activities & toursWeather, seasons, start times.Theatres & attractionsSeats that expire at eight.Groups & curatorsMany places, one connection.
EcommerceBoutique & artisanSmall runs, and who made them.Own brandYour name on the thing itself.Multi-brand retailOthers' brands, your shop.Marketplaces & platformsSellers you do not control.
ApproachesSEOThe groundwork under all of it.AI AnswersBe named, with a reason.MCP ConnectorsInside the chat apps already.Direct salesCompared widely. Sold by you.Agentic salesIt buys, under a rule you set.

What you get

A playbook that's actually yoursA playbook that's actually yours.Understanding agentic commerceNot just AI. Agentic commerce.Ready for agent-to-agentBuilt for agent-to-agent, not just chat.Seeing what's really going onWhat's really going on, not a black box.Better every quarterBetter every quarter, not just once.

The ten weeks

Where you startStart with the honest version.Plugged inEverything you run, connected.What good looks likeYour judgement, written down.Let it runReal questions, real sales.You take the keysTen weeks on, it's yours.
The programme

The programme

Teach a team to fish

Guided
They came, they saw, they bought stuff

Fortune favours the buyable

Selfe is the adapter between the current web and agentic AI, the new world where agents choose and buy on behalf of humans.

See whether AI can buy from youJoin the Guided cohort
Somebody asks
Three nights in October, somewhere that takes the dog.
One sentence, into whichever assistant they already use.
It tries to establish
Does it take dogs?can’t tell
Is it free those nights?can’t tell
What does it cost?can’t tell
It moved on. Nobody was named — there was no business to name.
So you fit one
Your website
Your booking system
Your rates
SelfeADAPTER
Any agent
It sits between what you already run and whatever is asking. Nothing you use changes.
Asked again · found
T
Thornlea
Guest house · Wraydale, GBDMO verified
did:web:selfe.ai:selfes:thornlea
Named this time, on the strength of what it could establish.
Checked
Good for
Dog owners
Dogs in the bar and in two ground-floor rooms
2 src
The honest version, backed by the tourist board rather than by you.
Booked.
From one sentence, without anybody at your end doing a thing.
Three nights12–15 October
Garden room, dog in the bar2 guests
Total£285
Into your own booking system. No middleman, no commission.
Somebody asks
A waxed jacket in a fourteen, here by Friday.
One sentence, into whichever assistant they already use.
It tries to establish
Do they make a fourteen?can’t tell
Is one in stock?can’t tell
Will it arrive by Friday?can’t tell
It moved on. Nobody was named — there was no business to name.
So you fit one
Your storefront
Your stock
Your delivery
SelfeADAPTER
Any agent
It sits between what you already run and whatever is asking. Nothing you use changes.
Asked again · found
A
Ardwell
Own brand · Lancashire, GBMill verified
did:web:selfe.ai:selfes:ardwell
Named this time, on the strength of what it could establish.
Checked
Not for
Hours of heavy rain
Water resistant, and not waterproof
2 src
The honest version, backed by the mill rather than by you.
Bought.
From one sentence, without anybody at your end doing a thing.
Waxed jacket, oliveSize 14
DeliveryThursday, before 1pm
Total£189
Into your own commerce system. No middleman, no commission.

One connection, whatever you sell and however much of it.

Whatever takes the money, whatever holds the calendar or the stock, and wherever you are already listed, your Selfe talks to all of it directly. Nothing to export, nothing to retype, nothing to move.

Accommodation
Accommodation
Rooms, not just hotels. The one that suits, on the nights you actually have.
Restaurants and pubs
Restaurants and pubs
A real yes for four at eight, instead of a phone number and good luck.
Activities and tours
Activities and tours
Ages, weather, what to bring, and a place genuinely held.
Theatres and attractions
Theatres and attractions
One night, one seat, sold as its own evening out.
Groups and curators
Groups and curators
The place and the area, answered together by the one party who knows both.
Boutique and artisan
Boutique and artisan
Everything you would say in the shop, written down once.
Own brand
Own brand
Your account of your own product, and the one that holds up when it gets checked.
Multi-brand retail
Multi-brand retail
What you add to it, in front of an agent, where it counts.
Marketplaces and platforms
Marketplaces and platforms
Every seller held to one standard, whoever they are.

Being found is good.
Being bought is better.

Agentic commerce is already here, not something on its way, and it's a genuinely good thing to be part of. The question is no longer whether agents will buy. It is who they can buy from.

Being named in an answer is worth having, and it stops where the buying starts. Above it is being one of the businesses an agent can actually buy from, and that is still a very short list.

What decides who is on that list is not size and not spend. It is whether the facts about what you sell hold up when something goes and checks them, without asking you first.

Your Selfe is the part that makes them hold up. You find out it happened when the confirmation arrives.

Your Selfe in five parts.

Connect once and your Selfe does five things on your behalf, so an agent can find you, understand you, trust you and buy. Here's what each one does.

Found.

Selfe creates an Echo that shows your best side to the world, so you show up wherever an AI agent is looking, not only where it already knows your name.

Tractors & Cream

Tractors & Cream

Farm café & glamping · ResNexus
Cranstons Cumbrian Food Hall

Cranstons Cumbrian Food Hall

Food hall & deli · WooCommerce · via Visit Keswick

Three easy ways to get started, take your pick.

Whether you just want to get on with it or learn more about agentic commerce, there is a route to get started with Selfe that's just right for you. All you need to do is click.

  1. Get started
    • Website
    • Booking system
    • Payment details

    from £129/month

    Self

    Simple. Free readiness check first, then sign yourself up, nothing on our side to wait for.

    Get started
  2. Let's talk it through.
    • Multi-site pricing
    • Custom booking rules
    • Payment routing

    from £549/month

    Assisted

    For larger or more complex places. Talk to us first, there's usually setup work a conversation surfaces before you're ready to go live.

    Get started
  3. The cohort

    A dedicated milestone every week, until you're live.

    Week 1 of 10

    from £5,000

    Guided

    Ten weeks with us, learning agentic commerce properly as you build it. Built for enterprise and large curators, private deployment if you need it, and open to anyone who wants that route.

    Guided

The questions people actually ask.

Answered plainly, most of them in one line. If yours isn't here, ask us directly. A person reads it, not a queue.

Ask us directly