Naturabuy

What Naturabuy does

Naturabuy is a French online marketplace and auction platform founded in 2007 and headquartered in Chantilly, France, specializing in new and second-hand equipment for hunting, fishing, shooting sports, tactical/defense, militaria collection, outdoor activities, regional gastronomy (terroir), and equestrian pursuits. The platform aggregates approximately 1.77 million listings across these eight verticals, with hunting (510,000 listings) and shooting/leisure (460,000 listings) constituting the largest categories. Naturabuy serves both private individuals and professional merchants, operating under a "100% français" positioning and facilitating transactions through both auction-based pricing (starting at €1 with no reserve) and fixed-price Buy-It-Now listings. The company is led by co-founder and CEO Olivier Occelli.

The platform's core technology infrastructure centers on regulatory compliance and trust mechanisms that are difficult to replicate. NaturaPay is an integrated escrow payment wallet backed by Treezor (a BNP Paribas-regulated payment institution), enforcing ACPR-compliant KYC verification for all users and holding funds until buyer confirmation (15-day standard hold, automatic release for Premium sellers). The platform integrates directly with France's SIA (Système d'Information sur les Armes) firearms registry, offering broker services for legal private-to-private arms transfers across regulated categories (B, C, D). Complementary trust features include the "Heureux ou Remboursé" 30-day buyer protection guarantee, tiered Certified User Status for weapons purchases, and Colissimo (La Poste) integration for tracked regulated-item shipping. Distribution is purely digital via naturabuy.fr and native iOS/Android applications, supported by an editorial Magazine driving organic SEO traffic.

Naturabuy operates an asset-light, transaction-fee revenue model charging 10% TTC commission on standard items and 12% TTC commission (capped at €480) on regulated weapons categories, plus an additional €15 administrative audit fee on Category B firearms. Secondary revenue streams include advertising/promotional listings and installment payment processing (4x/10x). Despite a 1–10 employee headcount indicating lean operations, the company raised approximately $11.3 million in 2017 from NextStage and maintains a 4.9/5 Trustpilot rating from 2,583 reviews, reflecting entrenched customer trust in a regulatory niche that presents high barriers to entry for competing marketplaces.

Name

Naturabuy

Legal name

NaturaBuy

Website

https://naturabuy.fr

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturabuy is a French online marketplace and auction platform founded in 2007, serving French hunters, anglers, shooters, and outdoor enthusiasts with ~1.77 million listings across eight verticals and integrated regulatory compliance for firearms transactions via SIA and Treezor-backed KYC.

Ownership category

akta.pro rank

Product category

Online Outdoor Marketplace

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Used Merchandise Retailers (459510)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Online auction marketplace
• Hunting equipment
• Fishing gear
• Outdoor classifieds
• Firearms trading

Headquarters

HQ city

Chantilly

HQ country

France

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure, Others

Revenue model

1. Sales Commissions - Non-classified items: Naturabuy charges a 10% TTC (incl. VAT) commission on the final sale price plus shipping costs for unclassified items. Commissions are only applied when a transaction is successfully completed — sellers pay nothing to list.
2. Sales Commissions - Category C and D items: A 12% TTC commission on final sale price plus shipping costs for items classified in Categories C and D (weapons and related items), with a maximum cap of 480€ per transaction.
3. Sales Commissions - Category B items: A 12% TTC commission on final sale price including shipping, plus a 15€ administrative audit fee per Category B firearm and calculated shipping costs via Colissimo for arms transport.
4. Installment Payment Processing: Naturabuy offers payment in installments (Paiement en plusieurs fois) on selected items, processing fees likely embedded in transaction costs.
5. Advertising and Promotional Listings: Featured listings, promotional placements, and top-category placements generate additional revenue from sellers seeking visibility for high-value items.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

NaturaBuy is a French online auction and classifieds marketplace dedicated to outdoor activities, connecting individual buyers and sellers across categories such as hunting, fishing, shooting/leisure, collection, tactical/defense, outdoor gear, terroir, and equestrian products. The platform hosts approximately 1.77 million listings and offers integrated payment via NaturaPay, buyer protection, and SIA (Système d'Information sur les Armes) integration for regulatory compliance on French weapon sales.

Product overview

NaturaBuy is a 100% French online auction and classifieds marketplace dedicated to nature and outdoor activities, founded in 2007. The platform operates as a single unified marketplace offering both auction-based and fixed-price sales across nine distinct category universes: Chasse (Hunting, 510,000 listings), Pêche (Fishing, 150,000 listings), Tir & Loisirs (Shooting & Leisure, 460,000 listings), Collection (militaria and historical arms, 280,000 listings), Tactique & Défense (Tactical & Defense, 90,000 listings), Outdoor (camping, climbing, dog equipment, DIY; 250,000 listings), Terroir (regional gastronomy and culinary equipment, 20,000 listings), and Équitation (equestrian, 10,000 listings). The core platform is complemented by integrated services including NaturaPay (secure payment with KYC via Treezor), a 30-day Buyer Protection guarantee (Heureux ou Remboursé), a weapons broker service for private sales, and a mobile app for iOS and Android. Total listings exceed 1.77 million articles, combining both new and second-hand products with auction mechanisms (including 1€ no-reserve auctions) and fixed-price purchasing.

Differentiator

Problem solved

Functional benefit

Products and services

• NaturaBuy Marketplace
• NaturaPay
• NaturaBuy Buyer Protection ("Heureux ou Remboursé")
• SIA-Compatible Weapon Listings
• Premium Listing and Visibility Boosts

Quantifiable outcome

• 4.9/5 Trustpilot rating based on 2,583 reviews

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• TrustpilotminorGTM or Marketing PartnerNaturabuy displays Trustpilot reviews on its homepage, providing third-party social proof of customer satisfaction (4.9/5 from 2,583 reviews). Trustpilot serves as an independent review verification platform enhancing buyer confidence on the marketplace.
• TreezorcoreTechnology or IntegrationTreezor is NaturaBuy/BNP Paribas' payment services subsidiary providing the KYC (Know Your Customer) identity verification system and NaturaPay payment infrastructure. Treezor handles regulatory compliance for payment processing including mandatory identity verification for sellers, fraud protection, and secure fund transfers. This is a critical backend technology partnership underpinning the platform's trust and compliance infrastructure.
• SIA (Système d'Information sur les Armes)coreTechnology or IntegrationThe French state's SIA (Arms Information System) is the official government platform for tracking firearms in France. NaturaBuy integrates with SIA to facilitate legal arms transfers between private individuals, enabling buyers to upload their detention authorizations and sellers to execute compliant transfers. NaturaBuy offers a 'broker' (courtier) service to assist with these transfers.
• Colissimo (La Poste)coreChannel Partner/ Reseller/ DistributorColissimo (La Poste's shipping service) is the primary carrier for weapons transport on NaturaBuy. The platform integrates Colissimo shipping cost calculation directly into Category B firearms listings, providing secure, tracked delivery of regulated items. This is essential for the legal transportation of firearms purchased through the platform.
• ACPR (Autorité de Contrôle Prudentiel et de Résolution)coreOthersThe French banking regulator ACPR sets the compliance requirements that Treezor/NaturaBuy's KYC procedures must meet. NaturaBuy references ACPR guidelines to explain its mandatory identity verification to users, positioning the process as a regulatory requirement from France's central bank.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Leboncoin: France's dominant general C2C classifieds marketplace, widely used for hunting, fishing, and outdoor gear. Directly competes for the same hobbyist buyers and sellers and has a far larger audience, though it lacks Naturabuy's regulated-arms broker infrastructure.
• Catawiki: European online auctions marketplace covering collectibles, militaria, and specialty categories. Operates an auction-led model similar to Naturabuy's, with expert curation, making it a comparable auction marketplace for collectors and specialty buyers.
• Interenchères: France's leading online auctions platform for auction houses (judicial and voluntary). Comparable as a regulated French auctions venue, though it serves professional auctioneers rather than the C2C hunting/outdoor vertical.
• GunsInternational: US-focused firearms marketplace and classifieds platform for collectors and shooters. Most direct niche peer internationally, sharing the regulated-goods marketplace model though operating under a very different regulatory regime.

Broad incumbents

• eBay France: Global marketplace incumbent with a large French user base listing hunting, shooting, fishing, and outdoor items. Provides auction and fixed-price formats, but without Naturabuy's French firearms regulatory integration.
• Drouot: Iconic French auction house group operating live and online auctions across collectibles, militaria, and decorative arts. Overlaps with Naturabuy's militaria/collection vertical at the higher end of the market.
• Vinted: Leading European C2C marketplace that has scaled a category-specialist marketplace model in France. Comparable business architecture (self-serve listings, integrated payments, buyer protection) though focused on fashion.

Regional players

• Marktplaats: Netherlands' largest C2C classifieds marketplace, covering hunting and outdoor categories. Operates a comparable classifieds model to Naturabuy but in the Dutch market without French firearms compliance.
• 2ememain: Belgium's leading classifieds marketplace (part of OLX/Adevinta), with comparable C2C listings in sporting and outdoor categories. Regional peer with similar classifieds mechanics but no French regulated-arms integration.

Others

• Armurerie Lavaux (and French armurier retailers): Professional French armurier (firearms dealer) websites that serve regulated firearms buyers. Not direct marketplace competitors but adjacent ecosystem participants that share the regulatory-broker burden and capture share of firearms sales in France.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/naturabuy
• Facebookfacebook.com/NaturaBuy
• LinkedInlinkedin.com/company/naturabuy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naturabuy