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How to set up an ideal listing on cross-border marketplace Fruugo

Date: May 18, 2021

Category: Guest opinion piece

Fruugo is an online marketplace that connects brands and consumers from all over the world.

Available in more than 40 countries, it enables both new and experienced cross-border sellers to effectively market products to a truly global audience - and what's more, you only need to pay listing fees when you make a sale.

Signing up with Fruugo is an excellent way to diversify sales and there are just a few basic requirements for joining the platform:

Product GTINs 

In 2016, Fruugo made the use of GTINs mandatory for most product categories across the platform to simplify international trading. Given GS1’s strong legacy when it comes to identifying, describing and tracking products as they move through the supply chain, its standards have been the preferred option for many merchants on Fruugo.

GTINs allows customers to find the products they are looking for more easily, increasing the likelihood of relevant searches leading to purchases – something that has contributed to continuous sales growth on Fruugo.

Automated feed 

All sellers on Fruugo must be able to supply an automated feed for their store.

Accurate product descriptions

In order to help merchants optimise their marketing on the platform, Fruugo needs to be supplied with product descriptions, including product images without text and logos.

Making the most of your listing

Fruugo wants to make sure that all sellers get the most out of being on the platform and that it is as easy as possible for consumers around the world to find and decide to purchase their products. Achieving this relies on merchants setting up strong listings that are both appealing, SEO optimised and competitive.

Aspects of a listing on Fruugo that determines success include:

Cost competitiveness 

The brands that perform best on Fruugo have competitively priced products, low shipping fees and wide geographical coverage in terms of the markets they ship to.

Currently, the product categories that are most in demand include health and beauty, clothing and accessories, watches and jewellery and furniture, although it is important to note that there are also tens of thousands of ‘one offs’ that sell in huge numbers too.

Images optimised for websites and Google Shopping

Image optimisation is key for online retail and as the value of the item increases so too does the need for good images. Within Fruugo you can show a maximum of five images, with the exception of ChannelAdvisor retailers who can display up to ten. To be successful, images should show the product from different angles and perhaps show elements such as packaging/ labels or hallmarks to show product authenticity.

Effective use of keywords in product titles and descriptions

Keyword strategy has always played an important part in online content with many citing the phrase ‘content is king’ to highlight its importance. When a retailer launches with Fruugo, they are always recommended to provide the best data possible at launch so they can optimise it by ensuring titles and descriptions include relevant information and keywords. As a global marketplace, Fruugo then translates this into the required languages for each country of shipping so retailers’ products can be seen across the globe.

Proven results

Retailers joining Fruugo quickly find that once their listings are live and of the highest possible quality, they can start benefitting from online consumer demand from across the globe. 

The focus on international selling with product and message translations, and Fruugo’s investment in Google ads, means our products are seen by a huge range of people around the world. I also really appreciate how helpful the seller support is – being able to email a friendly face for advice is far better than simply fending for yourself!”


Sophie Green, founder and manager of arts and crafts business Frau Green who joined Fruugo in 2017

What sets Fruugo apart is the fact that it generates orders from international markets not covered by our other platforms, without us having to sign up to country-specific marketplaces to do so. It’s easy to use and is also giving us an idea of where we might want to expand to next.”


Niklas Håkansson, business development manager at INF Company who joined Fruugo in 2019