home24 Marketplace: how to enter as a maker of furniture, lighting or decorhome24 Marketplace: how to enter as a furniture, lighting or decor maker and sell in Germany, Austria, Switzerland and France.
Author: Borys Terlecki · marketplace sales and implementations at Commercraft · updated: September 2026
In short
home24 is the largest specialised Home & Living platform in the German-speaking market, owned by the XXXLutz Group since 2023 and running on Mirakl, with every product reviewed before it goes on sale.
Requirements: a VAT number in the country of sale, shipping from a warehouse in Europe, returns accepted within 30 days, product data and customer service in the market language, and 13-digit EAN codes.
The first three months carry no subscription, then it is 39 € a month plus a sales commission of 9-22% by category, and a full launch usually takes one to two weeks.
If you make furniture, lighting or decor, home24 is one of the shortest bridges to the German-speaking market. It is the largest specialised Home & Living platform for third-party sellers in the DACH region, and for you it means customers in Germany, Austria, Switzerland and France without building a store of your own in each of them. See how it works and what you need to have in place. This guide to home24 Marketplace walks you through the entry process step by step.
home24 is a Berlin-based e-commerce company built around home furnishings: large and small furniture, garden furniture, mattresses, lighting and decor. The seller portal lists four markets today, Germany, Austria, Switzerland and France. The group also owns the lifestyle chain Butlers.
It is worth clearing up a common misconception right away: home24 does not belong to Westwing. Since 2023 the owner has been the Austrian XXXLutz Group, one of the three largest furniture retailers in the world. For a seller that means one owner for two marketplaces, home24 and XXXLutz, both on Mirakl, so a catalogue prepared for one can be mapped onto the other.
Yes, with an important caveat: it is a curated marketplace. Every product is reviewed by home24’s internal team before it goes on sale, so it is not a fully open platform where you can list anything on the spot. The marketplace launched in July 2022 on Mirakl technology. In the 12 months to January 2024 third-party sellers generated more than 100 million euros on it, which is what home24 points to when it calls the marketplace the largest specialised Home & Living platform for third-party sellers in DACH. That is good news for brands that care about quality: the selection works in your favour too, because it raises the level of the whole platform.
Sources: home24 SE, EQS news of 25 January 2024; home24 SE annual report 2022; Mirakl announcement of 12 July 2022; home24sellerportal.com seller FAQ, as of September 2026.
What is Mirakl, and why it matters here
home24 does not run its marketplace on software of its own. It runs on Mirakl, the marketplace platform behind a large part of European retail: OBI, Decathlon, XXXLutz, home24 and Empik all use it. In practice that means the seller panel, the catalogue rules and the order flow look the same on each of them.
For you that lowers the cost of the second and third channel. Once your product data meets Mirakl’s standard, adding another Mirakl marketplace is mostly a matter of mapping categories rather than starting over. The technical entry threshold is far lower than on platforms that wrote their own marketplace software.
One of our team worked at Mirakl, so we know the platform from the operator’s side, not only the seller’s. What Mirakl is, in detail · mirakl.com
home24 stands on three legs. The first is its own B2C shop, which sells private labels and outside brands bought into stock, the wholesale or 1P model. The second is the marketplace for external sellers on Mirakl technology, the 3P model, live since July 2022. The third is the Butlers store chain, acquired in 2022.
For a manufacturer that means two ways in. As a wholesale supplier you sell to home24, which buys, stocks and ships, and you trade margin and the customer relationship for volume and a single invoice. As a marketplace partner you sell under your own brand, set your own prices and ship the orders yourself.
This guide covers the second route. Wholesale supply is negotiated with the buying teams and does not run through the seller portal at all, so the requirements below do not apply to it.
The entry requirements are specific and measurable:
Categories include furniture, household goods, garden, decor, textiles and lighting, exactly where home & decor brands are strong.
Onboarding is guided and transparent:
Criteria
You check whether you meet the criteria.
Application
You submit an application through the form.
Conversation
You talk with the dedicated marketplace team about whether the partnership makes sense.
Store
Once invited, you set up your store.
Products
You add products (the home24 team reviews them).
Sales
You sell and ship.
Setting up a store account takes a few minutes, and a full launch usually takes one to two weeks.
Source for the requirements, the onboarding steps, the fees and the returns rules: home24sellerportal.com, seller FAQ, as of September 2026.
The model is straightforward. The first three months carry no subscription, then it is 39 € a month, and on top of that a sales commission of 9-22% depending on the category. Payouts arrive three times a month, on the 1st, 11th and 21st, once the shipment is marked as delivered.
Confirm the exact rate for your category in the seller portal before you build the margin calculation, because the grid is not published in full. You can put the whole channel on your own numbers in the ROI calculator.
On home24, you are responsible for shipping, returns and customer contact, sending goods from a European warehouse. The platform, however, is tailored to furniture, so handling large items is well thought out here. You can choose from several delivery-cost models:
The customer has 30 days to return an item and starts the whole process from their home24 account. Bulky furniture makes the return leg the expensive one, so price it in before you set the delivery model. How the corridor into DACH works on cost and lead times is set out in cross-border logistics into DACH.
The basis is the 13-digit EAN code. You can feed the catalogue in four ways: manually, with files, semi-automatically (HTTP/FTP) or automatically through the API and aggregators, and you can synchronise stock levels through interfaces or manually. Your own product photos are allowed, subject to the quality requirements shared before listing. The attribute set follows the Mirakl standard, so a catalogue built once for home24 moves onto XXXLutz, the other marketplace in the same group, mostly through category mapping.
Two things decide it for most manufacturers. The warehouse requirement says “in Europe” rather than “in Germany”, so a producer shipping from its own plant already meets it. And the audience is the right one: home24 serves around 2 million active customers a year, all of them shopping for the category you make. Add to that well-thought-out handling of bulky items and automatic sales support in German. For a furniture, lighting or decor brand, this is a natural step in the Poland-DACH corridor.
One thing to keep in mind: home24 publishes little current data, so it is best to confirm up-to-date rates and terms in the seller portal before you start.
We assess your range against the curated catalogue, complete the application and take it through partner selection. We know people on the platform side, so before the application goes further we know what may not add up in it, sometimes the whole range, sometimes part of it.
Where the data is in good shape we publish tens and sometimes hundreds of offers a day, and we can tell you how fast your catalogue will move before the engagement starts. We are an international team with German and French speakers, so machine translation goes through a second, human pass before it reaches your product pages.
After launch we run the account day to day, because delivery times, ratings and the depth of your range decide whether home24 keeps your offers visible. What that covers is set out on the home24 page.
Calculate the potential channel ROI yourself
Enter your revenue, margin, commission and shipping cost. The calculator shows the margin after commission, the month the channel breaks even and how running it with your own team compares with a managed service. Figures in euros, no sign-up.
Borys Terlecki – marketplace sales and implementations at Commercraft. He previously worked on the operator side of marketplace platforms (Mirakl, Munich) and today onboards brands on marketplaces in Poland and the DACH region and runs their accounts.
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