ABOUT YOU has launched a new self-onboarding tool to make access to its marketplace faster and more straightforward. The ABOUT YOU Seller Center replaces the previous, more complex onboarding process and lowers the barriers for brands and manufacturers to start selling online.
Until now, joining the marketplace often required a strict selection process and time-consuming technical integration. With the new approach, brands can register, upload products, and manage their business in one central dashboard – without lengthy approval phases. This enables a quicker start and shorter time-to-market.
For brands, this means easier access to one of Europe’s largest fashion audiences, with over 13 million active customers on ABOUT YOU. In this step-by-step guide, we outline how the new Seller Center works and what companies can expect when getting started.
What makes the ABOUT YOU Seller Center stand out
Through the Seller Center, any European brand can go live on the ABOUT YOU marketplace within just 4 weeks – that’s the platform’s promise. And this comes with no listing or platform fees. Fees are only charged once the first sale is made.
Integration options include integrators, Shopify, API, Excel, or manual product entry into the Seller Center. As a central tool, the Seller Center covers everything: registration, onboarding, the KYC process, product uploads, and later the complete management of the marketplace business.
5 Steps to Onboarding
With these 5 steps, ABOUT YOU aims to quickly attract new sellers to its marketplace. Whether you are a brand or a retailer, if you sell fashion and have a registered business in the EU, you can start selling on the marketplace.
Onboarding Process in 5 Steps
Step 1: Register
Sellers register via partner.aboutyou.com, where they enter basic company information and contact details. Then they specify which brands they want to sell. Many brands are already listed in the system; others can easily be added. Finally, sellers choose their fulfillment type: Fulfillment by Seller or Fulfillment by ABOUT YOU (FbAY).
Step 2: Provide Information
After registering, sellers gain access to the Seller Center, where all relevant onboarding documents and Terms & Conditions are stored. Here, the seller completes Step 2 by entering all required information. The form consists of three parts:
a) General company information e.g. legal entity, address, bank details, invoicing data, VAT numbers, etc.
b) Fulfillment information
c) Brand information
For fulfillment, sellers can choose between
- their own fulfillment – Fulfillment by Seller: Currently available for sales in Germany and Austria. More countries in Western, Southern, and Northern Europe will follow. For each country, sellers can choose preferred last-mile carriers. – Tip: Every parcel must include a self-adhesive return label. Sellers shipping to Germany must provide a LUCID registration number
- and Fulfillment by ABOUT YOU (FbAY): ABOUT YOU handles all shipping and returns on behalf of the seller. Also currently available in Germany and Austria, with further expansion planned. – Tip: Sellers using FbAY need German and Czech VAT IDs due to warehouse locations.
Sellers can also use FbAY alongside their own fulfillment, for example by shipping fast-moving bestsellers via FbAY while handling niche sizes themselves.
Upcoming rollout of FbAY and Fulfillment by Seller across selected countries
For brand registration:
- If the brand is already known to ABOUT YOU, sellers do not need to do anything further.
- If not, sellers must provide the EU manufacturer for EU-based brands or the importer/authorized representative for non-EU brands.
The Onboarding form in the Seller Center
| Checklist of key details for the onboarding form |
| ✅ Company address and contact details ✅ VAT identification number (+ for the FbAY fulfillment model, DE and CZ VAT numbers are required) ✅ Type of registration and related data (commercial register, registration number, etc.) ✅ Tax ID number ✅ LUCID number (if selling in Germany – this can be requested online) ✅ Bank details (IBAN and BIC/SWIFT) ✅ Information on carriers per country ✅ Information on shipping and returns warehouse |
Step 3: Verify Business
In Step 3, sellers must identify themselves. This Know-Your-Customer process is fully digital, handled directly in the Seller Center, and free of charge. Sellers upload company and personal documents (e.g., bank confirmation, business license, ID documents). They must also sign a contract with SCAYLE Payments, ABOUT YOU’s payment service provider. Verification is completed via a video identity check. Afterward, sellers receive the KYC summary and their Payment Services Framework Agreement.
| Checklist of documents for the KYC process |
| ✅ Current commercial register extract (legal entity) / business license (sole proprietorship) / partnership agreement ✅ Bank statement (≤ 3 months old, with company name, IBAN, BIC) ✅ VAT certificate ✅ Valid passport or ID card (owner & representatives) |
Step 4: Upload Products
Even while the KYC process is still ongoing, sellers can start uploading products. ABOUT YOU provides multiple options for product uploads:
- Shopify Plugin: Sellers with a Shopify store can sync products, orders, and inventory between Shopify and theABOUT YOU marketplace. Requires the Shopify Growth Plan.
- API integration: The most powerful and highly automated integration, ideal for brands with custom e-commerce systems.
- Excel upload: A simple and accessible method requiring no technical expertise.
- Manual product creation: The fastest option for smaller assortments.
- Integrators: The most efficient choice for brands already using compatible middleware or e-commerce aggregators such as ChannelEngine or PlentyOne.
| Checklist for smooth product upload |
| ✅ Valid EAN ✅ Product images according to ABOUT YOU’s requirements (3:4 format, full product view without model) ✅ Intrastat data: country of origin, customs tariff code, product weight |
Step 5: Go Live
The onboarding process can be paused and resumed at any time. For technical issues and questions, sellers can contact ABOUT YOU’s Service Desk. Once all data is entered, the KYC process is completed, and products with the required information and images are uploaded, sellers can start selling to ABOUT YOU’s over 13 million active customers.
ABOUT YOU Seller Center Live partner Dashboard
Conclusion
With the new Seller Center, ABOUT YOU has created a tool that enables independent onboarding by sellers. The goal is for brands to start selling within just 4 weeks – without ABOUT YOU being heavily involved in the onboarding process. This also gives smaller brands the opportunity to sell through ABOUT YOU’s marketplace model.
Any further questions? Write to marketplace@aboutyou.com