Sell on BUT: How the French Furniture and Appliance Marketplace Works for Sellers
BUT's €39 monthly subscription, category commission, how to apply, how offers are ranked and reviewed, and what FLUF Connect can list once BUT has accepted you.
- BUT, the French furniture and household appliance chain, lets professional sellers sell their own products on but.fr next to BUT’s own range.
- BUT’s seller page quotes €39 a month before VAT, with no opening fee and no minimum term, plus a commission on each sale that depends on the category.
- Its platform terms, updated on 5 May 2025, explain how sellers apply, how offers are ranked, how customer reviews work and when BUT can restrict a shop.
- An approved seller can connect their account in FLUF Connect and list stock whose barcodes already exist in the BUT catalogue. Catalogue products are created with BUT, and BUT orders stay in your BUT seller back office.
This guide is for a business selling new furniture, bedding, decoration, appliances or home electronics that wants to reach French households through a retailer they already shop with. It draws on BUT’s seller page and its platform terms of use, both checked in October 2026. If you sell second-hand furniture as a private person, Leboncoin or Selency will take your listings without a contract.
How the BUT marketplace works
BUT plays two roles on but.fr. For its own products it is the retailer, and the product page says “Vendu par BUT”. For everything else it acts as the platform operator: it hosts offers from independent sellers of appliances, furniture, audio-visual goods and home accessories and puts them in front of its customers. The terms describe BUT’s role here as a technical intermediary. The sale is between you and the shopper, under your own terms of sale or BUT’s marketplace terms of sale, and you are responsible for delivering what you sold.
Shoppers browse the same categories whoever the seller is. The terms list them as furniture, bedding, decoration, tableware, household appliances, high tech, luggage, childcare, games and leisure, and DIY. Large appliances and sofas sit alongside small kitchen gadgets and bedside lamps, so the marketplace suits a specialist in one corner of the home as well as a general homeware distributor.
What it costs
BUT’s seller page sets out a monthly subscription of €39 before VAT. There is no fee to open the shop, no minimum commitment and no fee to leave. On each sale BUT takes a commission whose rate depends on the product category. The page does not list the rates; they come in the seller conditions you sign. The page also says there is no cap on the number of products you can list, and that but.fr gets more than 37 million page views a month.
The platform terms add one point that matters when you compare channels: what you pay BUT has no effect on how your products rank. There is no paid placement mentioned in the terms, so the levers you control are price, stock and the quality of your product data.
How to apply
The application route is described in article 6.1 of the terms. From the footer of but.fr you open a short brochure about the marketplace. You fill in an application form, a PDF that goes straight to BUT, and send the documents listed in the seller conditions. If BUT accepts you, it emails a link to open and set up your seller back office. Selling is reserved for businesses: the terms require each seller to comply with the rules that apply to a professional seller and to hold the rights to every product in their shop.
Before you apply, check two things. First, that your range really fits a home and appliance store, since a mixed catalogue of fashion and gadgets will look out of place. Second, that every product has a barcode, because the marketplace is organised around product pages that several sellers can share.
How offers are ranked
Article 8.4 of the terms sets out how offers are ranked. In a category or sub-category, with no filter applied, products are shown by relevance, which depends on sales factors such as stock levels and current promotions. In the search bar, products whose title, description and product sheet contain the most links to the shopper’s words come first; ties are broken the same way as in category pages. Shoppers can re-sort with filters. The terms also say that products sold by BUT itself may appear first in search results.
Three lessons follow for a seller. Keep realistic stock on every offer, because stock is one of the ranking factors. Use precise titles with the product type, brand, dimensions and colour, since search weights the words in the title and description. And plan promotions, since an active promotion counts towards relevance too.
Reviews and your shop’s reputation
Within seven days of a marketplace order shipping, the customer receives an email from Avis Vérifiés, an independent review service, asking them to rate the seller’s service from zero to five stars. Reviews are published on your shop page within seven days at most and stay there for up to two years. BUT gives customers nothing in exchange for leaving one. With bulky goods, the delivery slot and the condition the parcel arrives in drive most of those stars, so pick carriers with that in mind.
Leaving, and when BUT can step in
You can close your shop or withdraw any offer whenever you like, as long as you honour orders already placed. BUT can remove offers or suspend a shop when a seller breaks the law or the terms. Under article 10 it may reduce the visibility of offers, suspend or end payments, suspend services or close the account, after sending the reasons in writing. The terms say these decisions are taken by a person, not by an automated system, and that a seller can contest them through BUT’s internal complaints process, then mediation or the courts.
Is BUT right for you?
It suits a French or EU business with new, barcoded products for the home: furniture, mattresses, small and large appliances, televisions and audio, lighting, kitchenware. The flat €39 subscription is easy to recover if your average order is a sofa or a washing machine. It suits less well a seller of second-hand or one-off items, a brand with a handful of products and no barcodes, or a business that cannot deliver large items to French homes. For other French retailers with a marketplace, read our guides to Maisons du Monde and Leroy Merlin.
Using FLUF Connect with BUT
BUT selects its sellers itself, so FLUF has no application link for it. On the Channels screen in FLUF Connect, the BUT card reads “Invite only, available by approval” and covers one country, France. Once BUT has accepted you and your products are in its catalogue, choose “Already approved? Connect” on the card.
FLUF can then list items from your inventory that already exist in the BUT catalogue, matched by barcode. If a product has no barcode, or BUT’s catalogue does not hold it, it will not list; new product pages are created with BUT in your seller back office.
| Task | On BUT through FLUF Connect |
|---|---|
| Apply and get accepted as a seller | You do this with BUT |
| Connect your approved seller account | Yes, from the Channels screen |
| List stock that the catalogue already holds, by barcode | Yes |
| Create new products in the catalogue | No |
| Detect BUT sales or import orders | No. Manage orders in your BUT seller back office. |
| Relisting or offer management | No |
BUT orders stay in your BUT back office, so a sale on but.fr leaves the quantity on your other channels unchanged. If the same armchair is also on your Shopify store, reduce the stock yourself after each BUT order, or set aside a separate allocation for BUT. With bulky items that take days to restock, a separate allocation is the safer habit.
BUT is a business channel. FLUF’s plans for businesses selling on several channels are on the pricing page; start with 7 days for £1, then from £9/month to see the Channels screen with your own products.
Related guides
- Sell on Maisons du Monde
- Sell on Leroy Merlin
- Sell on Carrefour
- Sell on La Redoute
- Selling from France
- Sell on Auchan
- Sell on E.Leclerc
- Sell on Cultura
- Sell on Castorama
Sources
- BUT: Marketplace vendeurs (seller page) (checked October 2026)
- BUT: Conditions générales d’utilisation de la plateforme, updated 5 May 2025 (checked October 2026)
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Pick your topics first ›Frequently Asked Questions
BUT's seller page quotes a subscription of €39 a month before VAT, with no fee to open a shop, no minimum term and no fee to leave. A commission is taken on each sale at a rate set by product category; the rates come in the seller conditions you sign rather than on a public page.
No. BUT's platform terms require sellers to meet the obligations of a professional seller and to hold the rights to every product they sell. Private sellers of second-hand furniture are better served by Leboncoin or Selency.
Start from the marketplace link in the but.fr footer. BUT asks for a completed application form and supporting business documents, reviews them, and sends successful applicants access to a seller back office where the shop is configured.
The platform terms list furniture, bedding, decoration, tableware, household appliances, high tech, luggage, childcare, games and leisure, and DIY. Your range should fit a home and appliance store.
Category pages rank by relevance linked to sales factors such as stock levels and current promotions. Search ranks products whose title, description and product sheet best match the shopper's words. BUT's own products may appear first, and what a seller pays BUT has no effect on ranking.
No. Once BUT has accepted you, FLUF Connect can list items from your inventory that already exist in the BUT catalogue, matched by barcode. New product pages are created with BUT, and BUT orders are managed in your BUT seller back office.
No. BUT orders are handled in your BUT seller back office, so after a BUT sale lower the quantity on your other channels yourself, or keep a separate stock allocation for BUT.
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