While mobile snapshots are becoming a popular way to authenticate consumers, Citrus Pay is turning the idea toward merchants by developing a mobile app that will allow users to create an online store with the snap of a photo.

Mumbai-based Citrus Pay says it will invest $10 million over the next two years to introduce "Sellfie" as a way for social entrepreneurs to sell products and accept digital payments through social media.

A micro merchant selling anything from designer clothes, soaps or candles to shoes or cupcakes can take a picture of the product and place it on Facebook, Twitter or Whatsapp through Sellfie.

Payment companies are starting to use mobile photos, or "selfies," as a security tool to vet user identification. In the case of Citrus Pay's app, the merchant can price the item, establish shipping options and collect payments through the Sellfie app, which operates as a common platform to link the interested buyer to send in an order, ask for delivery and initiate a payment.

In addition to allowing a seller to post items and collect payments, it also sets up buy buttons and payment links, and allows the seller to chat with buyers and complete orders through one channel, Citrus stated in a July 1 press release.

Citrus provides a buyer protection guarantee in that payments from a buyer are not released to the seller's account until the buyer receives the product.

"Sellfie provides a real-time chat platform for sellers and buyers on social networks so they can negotiate with each other," Anish Achuthan, business head at Citrus Pay, said in the release.

Sellfie will provide a platform to more than one million individuals and small businesses within three years, Achuthan said. "We took our time bringing Sellfie into the market and have invested time and effort to ensure that from the user interface to the payment process, everything is simple, easy and organized. The idea is to help individuals capture the businesses within their niche with zero commissions."

Citrus Pay also provides Citrus Wallet for consumers on Android and iOS devices to make money transfers, person-to-person payments and initiate zero-click checkout with certain e-commerce merchants.

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