How to Start Selling on Fruugo - All You Need to Know

  • 7 min read

With the world becoming more and more connected, buying products from around the world has become a regular part of life. Even as you read this, there is a fair chance you are using a product made by a brand from another country. However, many sellers find that numerous marketplaces limit them to selling within their national boundaries unless they pay excessively steep fees. That is not the case with Fruugo, as the British marketplace embraces worldwide sales. Here is everything you need to know to start selling globally on Fruugo. 

What is Fruugo?

Fruugo is an online marketplace from the United Kingdom. Fruugo sells in countries around the world, including the UK, the US, France, and many more. The brand markets itself on being flexible in terms of being able to sell across borders easily, which is not the case with many other marketplaces. This helps Fruugo to stand out from the competition.

The platform offers a wide variety of products sold by thousands of different brands around the world.


Is Fruugo legit? 

Fruugo, a well-established worldwide online marketplace, continues to receive commendations from numerous reliable sources and customer testimonials, further solidifying its legitimacy. Highly-regarded websites such as TrustPilot, SiteJabber, You-Well, and Quora are replete with customer reviews that highlight Fruugo's credibility. Customers voice their appreciation for the broad spectrum of products on offer, transparent product descriptions, secure payment procedures, and timely delivery. Moreover, Fruugo's proactive customer support, known for its swift resolution of any issues or dissatisfaction, bolsters its standing. 

However, it's worth noting that a considerable pool of negative feedback has been documented on SiteJabber, where some customers have reported delays in delivery and challenges in securing refunds. Owing to the enormity of Fruugo's marketplace, which harbors countless sellers, shopping experiences can understandably vary. Therefore, it remains prudent for customers to peruse seller reviews and ratings prior to making a purchase. 

We checked profile on TrustPilot, and this is what we discovered:

  • Their total review score is 4.3 out of over 3,5k reviews
  • 76% of all reviews are 5 star
  • 9% of total reviews are 1-star reviews
    Fruugo reviews on TrustPilot | TrustPilot

We also decided to check the 1-star reviews and see if Fruugo is taking care of them. We discovered that they are replying to all of them, and it seems well taken care of.

bad fruugo review

Reply to the negative review of Fruugo on TrustedPilot | TrustedPilot

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Where is Fruugo located? 

As the corporate website claims, Fruugo is based in the United Kingdom. Its headquarter is located in Ulverston, Cumbria. 


Where is Fruugo located | Fruugo

With its wide range of products from different sellers across the globe, Fruugo provides a seamless shopping experience to customers worldwide. Here is the list of countries in which Fruugo retailers are currently located: 




Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Spain, Sweden, Switzerland, UK


China, India, Israel, Malaysia, Philippines, Saudi Arabia, Singapore, Turkey

North America

Canada, USA

Australia & Oceania

Australia, New Zealand


South Africa

What is Fruugo US? 

Fruugo marketplace has this policy that they use location-based URLs for each country. For example, if you are currently in the US and you type in the Google search bar: “Fruugo” it will show you the domain as a result. If you were doing the same but from the United Kingdom, you would be shown the website as a result. The company stays the same; just the URLs differ based on where you are searching from.

Where does Fruugo ship from, and how to track orders? 

Fruugo operates as a conduit, connecting customers with global retailers, with shipping initiated from the retailer's location, not Fruugo directly. When it comes to shipping times in Fruugo, they differ based on the retailer's location and the destination country. The shipping process encompasses two stages:

  • Dispatch Time: Typically, this occurs within 1-2 days.
  • Shipping Time: This can range from a few days for deliveries within the country to several weeks for international orders.

Customers can conveniently track their orders using the 'Track Order' option provided in their dispatch email or by logging into their Fruugo account. However, it should be noted that the ability to track may vary depending on the retailer or the shipping service used.

Why should you sell on Fruugo?

There are a few advantages to selling on Fruugo. But the main stand-out advantage is that you have a potential worldwide sales reach in up to 46 countries. Add this to the fact that Fruugo is growing and gaining more customers by the day; you have a great opportunity to reach new buyers. Fruugo even translates your product advertisements for potential buyers around the world and adjusts the currency to their needs.
Another advantage of the marketplace is that it offers foreign market insight to its sellers. That means if you are considering selling across borders, you can check which products of yours are the most likely to sell in certain locations. This gives sellers a head start and also means they can cut costs by reducing their own levels of market research.
In addition to those advantages, you also get your own dedicated account manager. This very personalized aspect of Fruugo saves you time and money doing a lot of the calculations yourself or employing someone to do so.

Last but not least, Fruugo also has a long list of affiliates in 46 different countries. That means that without actually having to do anything, your product is already being promoted for you globally through Fruugo’s large network of affiliated websites and partners.

Getting started with Fruugo

To first start selling on Fruugo, you need to meet therequirementsof the marketplace. These include:

  • All your products have a GTIN
  • Be able to ship internationally
  • Being able to integrate products automatically - This can be done through direct integration or through a feed service integrated with Fruugo, like DataFeedWatch.
  • Having images set on a white background, with no watermarks, or unrelated information
  • Having relevant and up to date product information
  • Having a basis for expected shipping times and costs - Ideally, costs should be under 10% of a product's price.

Once you have met the above requirements, you are ready to begin the sign-up process.

To apply to sell on Fruugo, you will have to enter the following details:

  1. Your contact information - including name, surname, email, and telephone number
  2. Your company details - this consists of your company's trading name, your website and catalog URL, your registration country, and your approximate annual sales on marketplaces. You will also need to state whether you are sales tax/VAT registered and whether you currently sell on other marketplaces.
  3. Your fulfillment capabilities - this includes whether you can ship internationally (highly recommended on Fruugo), whether you can track shipments, and where you are shipping from.
  4. Product information - this includes the number of products you intend to list on Fruugo, whether they all have GTINs or not, and whether you are a manufacturer exempt from GTINs or not.
  5. Technical information - here, you will need to state whether you have reviewed the technical documentation. You will also need to state your integration method.

After that, all you need to do is click I’m not a robot, then submit!

Fruugo and feeds

If you want to really streamline your content and provide maximum detail in less time, you can use a feed. Fruugo currently processes feeds every 30 minutes.

Fruugo requires certain fieldswhen you are using a feed. These include:

  • Title
  • Description 
  • GTIN/Product ID
  • SKU ID
  • Stock status and quantity
  • Image URL
  • Price
  • Price with VAT
  • VAT rate

Fruugo also recommends including these optional fields:

  • Brand
  • Category
  • Language of content (for translation purposes) 
  • Color
  • Currency
  • Size

Fees and charges

Listing your products on Fruugo costs absolutely nothing. There are also no subscription fees and no marketing fees. Fruugo only charges commission and processing fees. Fees amount to:

  • 15% of the shopper’s basket value (minus VAT) 
  • 2.35% processing fee of the transactions value 

Top tips for optimization

Optimizing your Fruugo feed isn’t that different from how you would optimize it for a standard marketplace. But here are a few top tips to guide you along the way:

Make sure your titles and descriptions include the right keywords

Like on all marketplaces, your descriptions and titles are key to drawing the attention of buyers. Try to do plenty of keyword research for each of your products. Once you work out which keywords are drawing people in, make sure to include them in your titles and descriptions.

Make use of Fruugo’s foreign market insights to further focus your best-selling items

We all know by now that marketing all items isn’t the most profitable thing to do, as some may be more popular than others. But whilst it is great to focus on your best-selling items, Fruugo allows you to go one step further. Because of the marketplace’s global reach, you may wish to specifically reach out to a new market. That is the perfect time to use Fruugo’s market insights tool. It will help to give you an idea of what product types sell best in each country. Perhaps you have a best seller that would be of no interest in a certain part of the world, whilst you may also have a product that rarely sells in the UK but is very popular in the US. 

This is a great way to use Fruugo and your feed combined to get a greater ROAS.

Related: Exclude selected products from your data feed

Ensure your written content is well structured 

This is something that should be done anyway. However, it is all the more important to write clearly, and correctly on Fruugo. This is because your written content (titles, descriptions, specifications) will be translated into numerous other languages. If you use slang, order things poorly, or make a grammatical mistake, the translation will often be incorrect. That would then cause your product to come up in less relevant searches.

For titles, try a structure similar to the examples below. This will help with translations.


Product titles structure | DataFeedWatch

Utilise dynamic repricing tools

Dynamic repricing is integral when you are working across borders. Prices fluctuate rapidly in one country, never mind over forty. Dynamic pricing tools allow you to stay on top of competitors' prices, and ensure yours are equally competitive no matter which country your product is being shown. This can be achieved through the use of custom labels, which you can create price brackets with.

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List your products on Fruugo with DataFeedWatch

To make selling on Fruugo even more simple, try integrating through DataFeedWatch. As we mentioned before, you can use data feeds to create your listings. And with the help of a tool like ours, your data becomes even more powerful. 

The whole process is easy and automated, allowing you to create rules that optimize your listings by using our mapping tool. Your listings will look exactly how you want them to and always be up-to-date without any headaches involved.

product feed-mapping-toolDataFeedWatch mapping tool | DataFeedWatch

One of the hurdles to listing anywhere is knowing which fields are required and if you have filled them out correctly. We help with this by giving you a pre-set template with all the mandatory fields clearly defined. That way, you know exactly what’s needed to get your listings approved. You can get started right away for free and try it out for yourself. 

Click me

Final thoughts

Fruugo opens up your brand to a much wider range of nations. It is certainly a marketplace worth considering if you are looking to expand interest in your product and sell successfully in countries you have previously left untouched.

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About DataFeedWatch

DataFeedWatch by is the top-rated global product feed management platform that enables eCommerce brands, retailers, and digital agencies to drive multichannel growth. Merchants on both custom solutions and popular shopping carts, like Shopify, WooCommerce, and Magento (among others), can choose from 2000+ integrated shopping channels, affiliate networks, and marketplaces in 60 countries (such as Google, Facebook, Criteo, Amazon, and more). Major global brands like adidas, Decathlon, and KENZO have used DataFeedWatch to improve product performance across channels and expand to new markets. Sign up for a free trial today and receive guided onboarding to get started.

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