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Selling on Afound

Interested in selling through Afound? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why sell through Afound?

Afound is a Swedish company owned by the H&M Group. It is a brand that focuses on the lowest prices for products from H&M, H&M Home, & Other Stories, ARKET, Monki, Weekday, and COS. In addition, there are over 600 popular brands for sale through other sellers.

It mainly sells clothing, shoes, beauty products, and sportswear for women, men, and children. The concept of Afound is based on contributing to the sustainability of online retail. The product portfolio includes second-hand and vintage clothing. You can also find clothes from current and previous seasons.

Advantages of selling through Afound via e-tailize

  • Present your products to millions of customers and increase your reach
  • Selling via Afound gives you access to customers from all over Sweden, Germany, the Netherlands and Austria
  • No fixed costs, only commission
  • Possibility to sell second-hand products
  • Use your own packaging and carrier
  • Products are always discounted 25-70%

How do you sell through Afound?

Do you want to manage Afound and any future or current marketplaces in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 100 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily place products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How do you sell on Afound?
Step 1
Register Chamber of Commerce

Register your business with the Dutch Chamber of Commerce.

Step 2
Request an account

An Afound account manager assesses whether you are a good fit with the range. Please contact our customer service if you are interested in this. We can help you create an account and upload your products on Afound.

Step 3
Centralize with e-tailize

Connect e-tailize and upload your products with a few steps to, among others, Afound. After uploading, we immediately track your stock and send orders to your order system.

Step 4
Optimize your content

Use our data analysis tools to optimize your content and increase your sales.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on Afound. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have Afound under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to Afound. In addition, you have immediately arranged your order management and stock synchronization.

What categories do you have through Afound

The main categories in which you can sell through Afound:

  • Ladies
  • Men
  • Children
  • Interior
  • Beauty
The Buy Box
The Buy Box
When several partners offer the same product, one of the partners is featured in the buying block. That's because this partner has the best offer in terms of price, delivery time and service. Most sales are made through the Buy Box. So it is essential to win this. A common tactic to always win the Buy Box is to set up your own brand with unique EANs. If you are the only provider of a product, you will always win the Buy Box.

Seller Rating
Seller Rating
Your ability to get a high score on the 'service' aspect (named in the Buy Box section) depends entirely on your Seller Rating. Your Seller Rating is determined based on how well you meet Afound terms of service. Below this block you can find some of the conditions Afound will measure.

The costs & conditions

Unlike many other marketplaces, Afound does not charge a fixed monthly fee when you sell on their marketplace. You do pay a commission on each product sold depending on the product category in which the product is offered.

Afound has drawn up standard requirements – both commercial and operational – that you must meet as a seller. As a seller, for example, you must adhere to the delivery and service conditions.

How to learn to sell on Afound

There are many blogs with useful tips about marketplaces such as Afound. At e-tailize we also offer the tools such as our ‘Analyze’ module, which generates insights for you and gives you an overview of the data via marketplaces. This way you can manage quickly and efficiently on ‘Actionable Metrics’.


Afound is the perfect marketplace for selling clothing aimed at a target audience that is price conscious. Due to the professional appearance, it is a solid marketplace to sell your product range. There are many opportunities and it is easy to get started. It is important that you set up your processes properly from the start. So look carefully at software that can unburden you with that. Not only in terms of processes but also in features related to data analysis.

Need more information?

Contact me!

Ricardo Rubino
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