Marisol Tan
FOUNDER · CEO
Previously ran Foundry Skincare. Hates rejected ASINs.
// THE COMPANY
We build the imagery layer for marketplace commerce.
Shelfgen is a vertical AI studio for sellers on Amazon, Shopify, Etsy, eBay, and Google Shopping. We turn a single product photo into the complete image set the marketplace actually wants - spec-perfect, on-brand, in 60 seconds.
// MISSION
Give every seller the imagery of a top-100 brand.
For the cost of a good cup of coffee per listing - and in about the time it takes to drink one. Marketplaces have been an unfair game for years, where the brands with $50K creative budgets out-imaged the long tail. We're fixing that.
12,400+
Active sellers
1.8M
Sets generated
5
Marketplaces supported
~60s
Median full-set time
// ORIGIN
Built by sellers, for sellers.
Our founder ran a small skincare brand on Amazon and Shopify for four years. Image budgets were the second-largest line item after inventory - and they always lagged the listing. Photographers were booked out three weeks. Re-sizing for every platform meant Photoshop tabs open all weekend.
The promise of generic AI photo tools - “one model, all use cases” - never matched what marketplace sellers actually need. We don't need a creative tool. We need a policy-aware listing assembler that respects the rules our marketplaces have already encoded.
So we built it. Shelfgen is what we wish we'd had on day one - and what the next million marketplace sellers will hopefully treat as table stakes.
FOUNDRY SKINCARE · MARCH 2023 - BEFORE SHELFGEN
// HOW WE OPERATE
Four principles
we don't compromise on.
01
Sellers, not creatives
Every roadmap call starts with 'what does this change about a seller's day?' If the answer is fuzzy, the feature waits.
02
Honest about AI
We don't claim pixel-perfect control AI can't deliver. We do claim aspect-ratio precision, detail preservation, and marketplace compliance - because those we can guarantee.
03
Marketplace-native
We read Seller Central policies so you don't have to. Our spec validation is updated within a week of any platform rule change.
04
Your IP, your images
You own everything you generate - full commercial license, no attribution. We don't train on your inputs or outputs. Ever.
// THE TEAM
Eight people. Five time zones.
One pretty intense Slack.
Daniel Okafor
CO-FOUNDER · CTO
Computer vision @ Adobe Research. Built our compositing engine.
Priya Raman
HEAD OF DESIGN
Ex-Stripe, ex-Linear. Owns the look and feel.
Niko Bergsson
PLATFORM ENG
Built the bulk pipeline. Lives in his terminal, near Reykjavik.
James Park
ML RESEARCH
Detail-preservation, region-aware compositing.
Elena Vasquez
CUSTOMER · GROWTH
Worked at Etsy. Talks to every new customer in week one.
Hannah Wright
PARTNERSHIPS
Marketplaces, Shopify App Store, agency program.
+
+ 1 more
HIRING
Senior product designer. See open roles ->
// BACKED BY
Trusted with $14M to date.
a16zSignalFireFounders FundY CombinatorIndex+ 22 angels
Want to join us?
We're hiring across product, ML, and customer-facing roles. Mostly remote, San Francisco core, ~50% in-office.
See open roles