Willit Oy

What Willit Oy does

Willit Oy operates a two-sided digital marketplace based in Oulu, Finland, connecting wild food producers — foragers, fishers, hunters, reindeer herders, and small artisan farms — directly with consumers and B2B buyers. The platform spans product categories including wild berries, mushrooms, herbs, fish, game, reindeer meat, honey, and processed preserves, with specialized sales verticals such as Kalakauppa for commercial fishers, a Reindeer Meat channel for Lapland herders, and a Game Marketplace for licensed hunters. Core technology comprises a producer verification system linked to Finnish food authority (Ruokavirasto) registrations, an escrow-style pre-order and payment flow via Visma Pay, and a kontti pickup point logistics layer coordinated with Posti for cold-chain delivery. EU Regulation EC 178/2002-compliant lot-level traceability documentation is attached to every shipment.

The business model layers three revenue streams: a 10% marketplace commission on completed sales (Active Plan), a €59/month subscription that removes commission (Full Plan), and custom-priced B2B sourcing services for both domestic restaurants and international ingredient buyers with a 30%/70% deposit structure. Distribution spans kontti pickup points and home delivery across Finland plus international shipping to Sweden, Norway, Denmark, Estonia, Germany, Netherlands, and the UK. Supporting modules include a Noticeboard for local services and events, recipe content, and a B2B kitchen delivery service aggregating multiple producers into a single invoice.

The company is co-funded by the European Agricultural Fund for Rural Development and Oulun Seudun Leader ry during the 2023–2027 programme period, and is a member of the Arctic Food Lab Network. Customer segments span individual health- and environmentally conscious consumers ("thousands of Finns"), professional fishers, hunters, restaurants/cafés/hotels, and international ingredient buyers sourcing verified Finnish wild products for food manufacturing, cosmetics, and supplements.

Name

Willit Oy

Legal name

Willit Oy

Website

https://willit.fi

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Willit Oy operates a Finnish two-sided digital marketplace connecting foragers, fishers, hunters, and small producers with individual consumers and B2B buyers. It enables direct sales of wild berries, mushrooms, fish, game, and reindeer across Finland and seven European export markets, with EU food-safety traceability.

Ownership category

akta.pro rank

Product category

Online Food Marketplace

NAICS

Special Food Services (7223)

akta.pro primary industry

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

akta.pro secondary industries

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK), Restaurant Meal & Prepared Food Delivery (CRAFAFAB)

Keywords

• Wild food marketplace
• Finnish foraging platform
• B2B food sourcing
• Producer direct sales
• Traceable Nordic produce

Headquarters

HQ city

Oulu

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Commission (Active Plan): Willit charges 10% commission on completed sales for sellers using online payment processing. No monthly fee. Sellers list for free and pay only when transactions complete.
2. Monthly Subscription (Full Plan): €59/month subscription removes commission entirely for high-volume sellers. Provides predictable cost structure for professional producers.
3. B2B Sourcing Service: Tailored service for restaurants, cafes and hotels combining orders from multiple producers, delivering ingredients straight to professional kitchens, invoiced on single business invoice.
4. International B2B Sourcing: B2B procurement service for international buyers sourcing Finnish wild products. Handles producer matching, sample logistics, paperwork and international shipment for bulk orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Willit Oy operates a digital two-sided marketplace connecting Finnish foragers, fishers, hunters, and small producers directly with consumers and food-service businesses seeking wild and traceable Nordic produce. The platform handles product listing, online payment processing, pickup-point logistics, home delivery, and lot-level EU food-safety traceability. It runs separate consumer (B2C) ordering flows and tailored B2B services for restaurants, cafés, hotels, and international buyers.

Product overview

Willit Oy operates a multi-module marketplace platform centered on the Willit Marketplace, a digital platform connecting Finnish foragers, fishers, hunters, and small producers directly with consumers and businesses seeking wild and traceable Nordic produce. The platform encompasses specialized sales verticals including Kalakauppa for professional fishers, Game Marketplace for hunters, and Reindeer Meat Sales for Lapland herders. Supporting modules include a B2B sourcing service for international buyers, a Noticeboard for local services and events, and a Business Service for restaurants. Product categories span wild berries, mushrooms, herbs, honey, fish, game, reindeer meat, and artisan preserves—all sold directly from verified producers with full traceability.

Differentiator

Problem solved

Functional benefit

Products and services

• Willit Marketplace

Quantifiable outcome

• 75% of customers value local sourcing
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Arctic Food Lab NetworkminorStrategic or Co-development PartnerWillit is a member of the Arctic Food Lab network, a collaborative network of organizations working to develop and promote arctic food products and traditions.
• Visma PaycoreTechnology or IntegrationVisma Pay handles secure online payment processing for Willit marketplace transactions. Buyer payments are processed securely and transferred to seller accounts after order collection.
• Ruokavirasto (Finnish Food Authority)coreOthersAll Willit producers are registered with Finnish municipal food-control or as primary producers under Ruokavirasto oversight. Ensures EU food-safety compliance and traceability standards.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Local Line: Sales platform for farms and food producers to sell online, manage orders, and handle CSA/box programs. Comparable B2B SaaS-style marketplace layer for small food producers selling direct, with order aggregation and logistics.
• Farmdrop: UK-based online marketplace for traceable, local produce sourced direct from farmers and makers with route-based last-mile delivery. Closely analogous model (transparent origin, direct producer relationships, premium local food) although it ceased direct operations in 2022.
• Crowdfarming: European platform enabling producers to sell directly to end consumers with adoption/subscription models for harvests (e.g., honey, olive oil, fruits). Comparable because it sells direct-from-producer specialty foods with origin traceability across borders.
• La Ruche qui dit Oui: France-based online marketplace connecting local producers directly with consumers via pickup-point collection. Highly comparable operating model — direct sales, pre-orders, community-of-producers concept — adapted from French local food into a digital network.
• Reko: Finnish network of local-food 'rings' where producers sell directly to consumers via pre-orders and pickup. Operates in the same Finnish market with a similar producer-to-consumer direct-sales model, though without a unified digital marketplace or B2B aggregation layer.

Broad incumbents

• Imperfect Foods (Misfits Market): US direct-to-consumer subscription service for surplus, ugly, and specialty produce. Comparable D2C subscription logistics and origin-stories marketing, but operates at much larger scale and with surplus produce rather than wild/foraged goods.
• Oisix: Japan's largest online fresh-food subscription/marketplace, focused on safe, traceable produce delivered to households. Comparable because of the premium positioning around origin and food safety, but a much larger incumbent operating in a different geography.

Emerging players

• Forager: US online farmers' market connecting local producers and foragers with consumers and wholesale buyers. Comparable curated wild/specialty food marketplace model with B2B and B2C sales and focus on transparency of origin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/willit-oy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

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 Willit Oy