Airbrite (YC S12) launches Celery, an online store builder that lets sellers easily accept pre-orders

Airbrite, a Y Combinator-backed e-commerce startup, is debuting its first product today called Celery (its name a play on the world “sell”). Celery is designed to be a “pre-commerce” store builder – or, in other words, it allows anyone to start selling ahead of having a product to ship. That means sellers can start taking credit cards now, then charge when their product is ready to launch. And in case you couldn’t figure it out by that description, Airbrite is hoping the product will be a hit with those raising funds using crowdfunding.

In fact, says Airbrite co-founder Chris Tsai, the company has already seen some traction with crowdfunders during its private beta, which rolled out to hundreds of users this March. But, he clarifies, Celery isn’t just designed for those merchants – it’s for anyone in any business who needs to enable pre-commerce on any platform.

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