Sell fish straight to the buyer
List your catch, set the price per kilo yourself and drop the batch at a pickup point. The same listing reaches homes, restaurants and professional kitchens — without a wholesaler's day price.
Perch, pike-perch, pike
Salmon, trout, whitefish
Crayfish, vendace, rainbow trout
✓ For professional fishers
Domestic fish is in demand – this is your time
Consumers are looking for fresh, local fish. Store selections are limited, and many want to support local fishers. Willit connects you directly to these customers.
of customers value local
Finns want to know where their fish comes from
is the main purchase decision factor
Local pickup keeps the product fresh
Better price for fishers
Fair price – more money in your pocket
How easy it is to sell fish on Willit
Create a seller account
Sign up as a seller and tell us about your fishing business. As a professional fisher you add your company details and permits — we guide you to get it right.
List your catch
Update availability seasonally. Add catch photos, fishing area and handling method. Customers appreciate transparency.
Drop the catch at a pickup point
Choose a pickup point (kontti) and drop-off time. Fish stays fresh, the customer knows what they get, and there's no risk of spoilage in transport.
Why fishers choose Willit?
Better margin on catch
Sell your catch directly to buyers. Get a fairer price for your work and catch.
No storage problems
Fish goes from catch to customer through the pickup point. You don't need storage or cold chain management – the buyer collects it fresh at the kontti.
Flexible operation
Update inventory when you fish. Seasonal variation isn't a problem – customers understand nature's rhythm.
Customer relationships last
Build loyal customer base that values your work and returns to buy again. Messaging service helps maintain contact.
What fish can you sell?
Lake fish
Perch, pike, pike-perch, burbot, roach, bream...
Migratory fish
Salmon, trout, whitefish, vendace...
Sea fish
Baltic herring, cod, flounder...
Crayfish and specialties
Crayfish, lamprey, rainbow trout...
Important to know
Willit is intended for professional fishers. Regular sales and sea-caught fish require registration as a commercial fisher plus a first-buyer or food premises notification. A recreational fisher may sell only small occasional batches from inland waters directly to consumers — not from the sea.
Read more from Food Authority →Who buys your fish?
Households buy single batches from a pickup point. Restaurants and professional kitchens buy from the same listing on invoice, and for them the pack size and processing degree decide: 2.5–3 kg fresh, 5 kg frozen, filleted or portioned. A professional kitchen does not accept whole fish.
Restaurants buy what the water gives
A kitchen buys the species that is in season, but it will not call five fishers to get it. That part is our job.
One order, many fishers
We combine the batches so the kitchen gets one order and one invoice. You deliver only your own catch.
You do not write the invoice
Willit invoices the restaurant and settles the agreed producer price with you. No invoicing software, no contract of your own with the kitchen.
You leave the batch at a pickup point
You bring the catch to the agreed pickup point and the kitchen collects it in the morning. Species, catch area and catch date travel with the batch.
Frequently asked questions about selling fish
Where can I sell my catch?
On Willit you sell straight to the buyer: you list the batch, the buyer pays online and the fish changes hands in a chilled pickup point. The usual route is a first-hand buyer or a wholesaler, but there the buyer sets the price. Restaurants and professional kitchens buy from the same listing and pay on invoice.
How much is fish paid per kilo?
You set the price per kilo yourself. It depends on the species, the catch date and the handling: filleted fish is worth more than whole, and a professional kitchen pays for a ready pack size. Check what comparable fish sells for on Willit right now.
Can I sell my catch as a recreational fisher?
Only in a limited way: a recreational fisher may sell small occasional batches (max 100 kg/year) from inland waters directly to consumers. This is not allowed for sea areas. For regular and larger sales you need to register as a commercial fisher — it is easy and opens the full possibilities of selling fish.
How is the cold chain maintained when the fish goes to a pickup point?
A chilled pickup point keeps the cold chain unbroken — you deliver the fish to the container and the buyer collects it fresh with a pickup code.
What fish processing options can I offer?
As primary production you may sell fish whole or gutted. Further processing — filleting, smoking or other processing — requires a food premises notification. Always mention in the product details how the fish has been handled.
How does payment work?
The buyer pays you directly — MobilePay, bank transfer or cash at pickup. Willit doesn't handle payments or take a share of your sales. If you like, you can activate online payments (Visma Pay) so the buyer pays when ordering.
Who writes the invoice when a restaurant buys?
Not you. Willit sells the goods in its own name for the producers' account and invoices the restaurant; a settlement statement is drawn up on your behalf. You need no invoicing software and no contract of your own with the kitchen. Consumer sales are paid online as before.
How much does selling cost?
Selling is free and there is no commission — the buyer pays you directly. Listing, preorders and agreed pickup cost nothing. A locker spot in a Willit kontti costs a flat monthly fee from €19/month — see the tiers on our pricing page.