Where can you sell fish? Learn how to sell fish online with tips on sourcing, packaging, building a website, e-commerce & marketing to start a seafood business.
The demand for fresh, high-quality seafood is on the rise, and more consumers are turning to online platforms to satisfy their cravings. In 2022, 7.4% of all fish and seafood sales occurred online, which is expected to grow to 9.6% by 2025. This rapid shift toward digital seafood sales presents a lucrative opportunity for businesses looking to enter the market.
Whether you’re a seasoned fisherman, a seafood distributor, or an entrepreneur breaking into the industry, selling seafood online comes with its own set of challenges, such as building an engaging website, choosing the best e-commerce platform to sell fish, maintaining freshness, managing logistics, and standing out in a competitive market.
This guide will walk you through the steps to selling seafood successfully online, from sourcing and packaging to setting up an online store and attracting customers.
Key takeaways
The seafood e-commerce market is growing rapidly, with more consumers buying fish and shellfish online for convenience and freshness.
If you want to learn how to sell fish you catch, you’ll need the right permits, cold storage, and a reliable e-commerce platform to process orders and ensure safe delivery.
Building trust through sustainable sourcing, high-quality packaging, and responsive customer service is critical for online seafood success.
Marketing strategies like SEO, social media, and partnerships with chefs or bloggers help drive more traffic and sales for seafood businesses.
1. Research market trends for buying seafood online
Before launching an online seafood business, it’s important to analyze seafood market trends and consumer preferences within the regions you're targeting. The demand for fresh, high-quality seafood is growing, but customers are also increasingly concerned about sustainability, ethical sourcing, and freshness.
First, identify your target audience. Are they home cooks, restaurants, or health-conscious consumers? Each food buyer persona has unique needs and preferences.
Next, analyze competitors to spot gaps in the market. Look for areas they may overlook or under-serve.
Your market research might identify opportunities and challenges such as:
Opportunities in the seafood industry
Rising demand for online seafood purchases: More consumers are shopping for seafood online due to convenience and access to specialty products.
Subscription seafood boxes: Seafood meal kits and seafood subscription services are becoming popular.
Sustainable seafood preferences: Consumers are looking for eco-friendly and responsibly sourced seafood.
Growing demand for seafood distributors: More businesses are looking into how to become a seafood distributor to meet demand for fresh, traceable seafood.
Challenges in the seafood industry
Perishability: Seafood requires proper cold storage and shipping.
Customer trust: Buyers are cautious about the freshness and quality of seafood.
Wholesale distribution: Managing bulk orders, pricing, delivery routes and inventory turnover adds extra complexity for seafood distributors.
2. Research legal and regulatory requirements
Selling seafood online requires compliance with local and international food safety regulations. These rules help ensure that seafood products are safe for consumption.
Research local, state, and federal laws relevant to where you're selling seafood from and to ensure compliance. Below, we share some high-level considerations to help you navigate the process:
Seafood licensing and permits
If selling in the U.S.: You must comply with the FDA’s HACCP (Hazard Analysis and Critical Control Point) regulations. This includes having a written food safety plan, maintaining detailed records, and ensuring your facility meets sanitation standards. State-level permits may also apply, depending on your location and how you source, process, or distribute seafood.
If selling in Canada: Businesses must follow CFIA (Canadian Food Inspection Agency) requirements, including registration with the Safe Food for Canadians Regulations (SFCR) if shipping across provinces or exporting internationally. These rules cover licensing, preventive controls, traceability, and labeling.
Seafood labeling and packaging requirements
Clearly list the species name, country of origin, and production method (wild-caught or farm-raised).
Include storage instructions and expiration dates.
Use sustainable and food-safe packaging materials suited for seafood transportation and distribution.
Additional considerations for seafood distributors
Suppliers and distributors must follow rules for:
Cold chain management
Traceability and record keeping
Cross border shipments
Storage, processing and transport
If you plan to distribute seafood wholesale to restaurants, retailers or institutions, make sure you understand rules for handling, shipping and selling seafood at scale.
3. Source high-quality seafood products
To run a successful seafood business, you need reliable suppliers and an efficient inventory system to maintain quality and prevent waste. For seafood distributors, sourcing also means securing consistent volume, dependable supply and product traceability.
How to source high-quality seafood:
Certifications: Look for sustainability certifications like MSC (Marine Stewardship Council) or ASC (Aquaculture Stewardship Council). These appeal to eco-conscious buyers and can boost your brand's credibility.
Product Range: Diversify your offerings. Consider fresh, frozen, smoked, or value-added seafood products. This will attract a wider range of seafood lovers and keep your business competitive.
Partnerships: Build strong relationships with wholesale customers and suppliers. This ensures a steady supply chain, keeping your seafood business resilient.
Managing seafood inventory
Invest in commercial-grade refrigeration and freezing equipment to protect product quality.
Use inventory management software for seafood like Local Line to monitor stock levels in real-time. With Local Line, you can sell meat and seafood products by weight, which is essential in the seafood industry where sizes can vary. You can also add product variants, offering different packaging options, to meet diverse customer preferences. These features are especially helpful for seafood distributors that need to manage bulk inventory, multiple product formats and wholesale pricing.
Seafood is often sold by weight, so catch-weight pricing—charging based on the actual weight of each item—can offer more flexibility and accuracy.
Adjust purchasing based on customer demand and sales trends to reduce waste and improve margins. For seafood distributors, demand forecasting and inventory turnover are key to keeping inventory fresh and profitable.
4. Set up an online seafood website and e-commerce store
A professional, user-friendly website is essential for selling seafood online. Choosing the right e-commerce platform can streamline everything from product listings to payments and the ordering workflows that seafood distributors rely on for wholesale and retail buyers.
Best e-commerce platform to sell fish and seafood
Local Line is the best platform to sell fish and seafood online. It's purpose-built for food businesses, making it a better fit than general platforms like Shopify, Wix, or Squarespace.
It offers features tailored to seafood sellers, including:
Unlike custom built sites, Local Line requires no coding or developer support. It is built to handle the types of orders distributors manage, including bulk orders, recurring orders and multiple customer types.
High-quality product photos and detailed food product descriptions that highlight seafood freshness, cut, origin, and size.
Mobile-friendly design for seamless browsing and buying on smartphones.
Support for wholesale ordering workflows if you operate as a seafood distributor.
Secure payment processing to accept credit cards, e-transfers, or local pickup options.
Essential website pages for your seafood site
Your site should be easy to navigate and clearly present what you offer. Include these key pages:
Home: Introduce your business and what sets you apart.
About Us: Share your story, values, and sourcing practices.
Products: List all seafood items with clear images and pricing.
FAQs: Address common questions about freshness, shipping, and returns.
Wholesale page: If you are a seafood distributor, list bulk pricing, delivery details and order requirements.
Contact: Provide email, phone, and social media links so customers can reach you easily.
5. Build a marketing plan for your online seafood business
Attracting and retaining customers requires a strong online presence and effective marketing strategies. This applies to both direct to consumer sellers and seafood distributors who sell to restaurants, retailers and wholesale buyers. Below, we highlight some of the most important parts of any seafood business marketing plan.
Building a seafood brand
Develop a unique brand identity with a memorable logo and values.
Highlight your commitment to quality, sustainability, and freshness.
If you operate as a seafood distributor, emphasize sourcing, reliability and your ability to supply wholesale buyers.
Publish blog content about seafood recipes, sustainability, and health benefits.
Implement local SEO to target customers in specific regions.
For distributors, include keywords based on wholesale and B2B searches such as “wholesale seafood supplier,” “bulk seafood delivery” or “restaurant seafood distributor.”
Build backlinks to your site - Reach out to food blogs, local directories, and industry websites to link back to your site. This will improve your website’s authority and visibility on search engines.
Delivering seafood requires careful handling to maintain freshness and build customer trust. Packaging and logistics must work together to protect your product from the moment it leaves your facility to when it arrives at the customer’s door. For seafood distributors, reliable cold chain handling is essential for transporting larger volumes and supplying restaurants and retailers.
Best practices for seafood packaging
Use insulated boxes with gel packs or dry ice to keep products at safe temperatures.
Vacuum-seal seafood to prevent leaks, reduce air exposure, and lock in freshness.
Ensure all packaging meets food-grade safety standards and is suitable for perishable goods.
If you distribute wholesale, standardize packaging formats and case sizes for bulk orders, restaurant deliveries or grocery retail.
Choose reliable shipping partners
Partner with FedEx, UPS, or local cold-chain couriers for next-day or two-day delivery.
Provide real-time tracking and delivery notifications to keep customers informed and confident in their order.
Distributors may also use regional delivery routes, drop off points or dedicated fleets to supply wholesale buyers and maintain cold chain control.
7. Build trust and offer excellent customer service
Trust is essential when selling perishable products like seafood. Responsive support and clear communication help build loyalty, boost customer retention, and encourage repeat business.
Handle inquiries and complaints professionally
Respond quickly to questions or concerns through email, live chat, or phone.
Provide clear refund and return policies to address issues like delayed deliveries or product quality concerns.
If you serve restaurants or retailers, prioritize fast resolution and consistent delivery updates. Wholesale buyers value predictable supply and communication.
Encourage and showcase customer reviews
Ask satisfied customers to leave reviews after purchase.
Highlight testimonials on your website and social media to build social proof and increase buyer confidence.
Distributors can also share wholesale buyer feedback and customer success stories, such as partnerships with restaurants or specialty retailers.
Once your online seafood store is running smoothly, explore opportunities to grow your revenue and reach new markets. Scaling strategically can help you increase profits while building long-term stability.
Expand your product offerings
Add seafood meal kits, ready-to-cook items, sauces, or curated seafood bundles to boost average order value.
Introduce premium products to support upselling and cross-selling, such as sushi-grade fish or lesser-known, high-margin seafood that appeals to niche buyers.
Distributors can expand into additional seafood categories such as shellfish, whole fish, portioned fillets or frozen value added products like smoked salmon, marinated cuts or meal ready formats.
Offer bulk pricing and B2B options to establish recurring, high-volume orders.
Distributors can secure recurring revenue by offering standing weekly orders, contract pricing and fixed delivery windows for restaurants, grocery stores and meal prep companies.
Explore international shipping
Scaling does not always require national shipping. Many seafood distributors expand through regional delivery routes, pickup programs and wholesale partnerships.
Research customs and export regulations in your target countries to ensure compliance.
Partner with reliable global cold chain logistics providers to maintain product quality and speed up delivery.
Ready to grow? Local Line makes selling seafood online simple
Whether you are selling direct to consumers or working as a seafood distributor, Local Line gives you the tools to build and scale your seafood business online. Designed specifically for food sellers, it simplifies everything from product listings to payments and customer communication.
Custom storefront: Launch a professional, user-friendly store in under 30 minutes to showcase your full seafood lineup.
Flexible seafood inventory tracking and price lists: Create unique price lists for retail and wholesale customers, with support for catch-weight and variable product sizes.
Built-in seafood subscription support: Set up recurring orders and payments to offer seafood boxes or ongoing delivery programs.
CRM and seafood order management system: Keep all your customers in one place. Quickly see which customers are assigned to which price lists, their status, and when they've last ordered through Local Line
Built-in seafood e-commerce capabilities: Accept multiple payment methods and give your customers a smooth buying experience every time.
Frequently Asked Questions about selling seafood online
Is selling seafood online profitable?
Yes, selling seafood online can be highly profitable due to increasing consumer demand for fresh, high-quality seafood. The online seafood market is projected to grow from 7.4% of total seafood sales in 2022 to 9.6% by 2025. By offering high-quality, sustainable seafood and implementing effective marketing strategies, businesses can capitalize on this growing trend.
What are the biggest challenges of selling seafood online?
The main challenges include:
Maintaining freshness: Proper cold storage and packaging are essential to ensure seafood remains fresh during transit.
Regulatory compliance: Selling seafood requires adherence to strict food safety regulations in different regions.
Building customer trust: Buyers may be hesitant to order seafood online due to concerns about quality and freshness.
Logistics management: Finding reliable shipping partners and ensuring timely deliveries are crucial.
How can I ensure the freshness of seafood during shipping?
To maintain seafood freshness:
Use insulated packaging with gel packs or dry ice.
Vacuum-seal products to prevent leaks and contamination.
Partner with reliable cold-chain logistics providers that offer overnight or two-day shipping.
Provide real-time tracking to keep customers informed about their order status.
What’s the best e-commerce platform to sell seafood online?
Local Line is the best platform for selling seafood because it is designed specifically for food businesses. It offers:
Inventory management with catch-weight pricing.
Subscription management for seafood boxes.
Online and offline payment processing.
Delivery and pickup management.
Drag-and-drop website builder with no coding required.
How do I attract customers to my online seafood store?
Successful marketing strategies include:
SEO optimization: Use keywords like "fresh seafood delivery" and "sustainable seafood online" to improve search rankings.
Social media marketing: Share seafood recipes, sourcing stories, and customer testimonials on Instagram and TikTok.
Influencer partnerships: Collaborate with food bloggers and chefs to showcase your products.
Email marketing: Send newsletters with exclusive offers and seafood cooking tips.
Paid ads: Run targeted ads on Google and social media platforms.
Can I sell seafood in subscription boxes?
Yes, seafood subscription boxes are growing in popularity. With Local Line, you can set up recurring orders and payments for seafood boxes, meal kits, or seasonal seafood bundles. This model helps retain customers and generates predictable revenue.
How do I price seafood sold online?
Pricing should consider:
Catch-weight pricing: Charge by actual weight instead of fixed prices.
Market rates: Adjust pricing based on availability and seasonality.
Competitor analysis: Ensure your prices are competitive while maintaining profitability.
Bulk and wholesale options: Offer discounts for large orders or restaurant buyers.
What are the benefits of using Local Line to sell seafood?
Local Line simplifies seafood e-commerce with:
Custom storefronts to showcase products professionally.
Flexible inventory tracking with catch-weight pricing.
Built-in subscriptions for seafood box programs.
Multi-channel sales options, including retail and wholesale price lists.
Seamless customer management with integrated CRM tools.
Where can I sell fish I catch?
You can sell fish you catch through several legal and profitable channels, depending on your location and the type of fishing license you hold. Many small-scale fishers sell directly to consumers at farmers’ markets, roadside stands, or through community-supported fisheries (CSFs). Others use seafood e-commerce platforms or the best fish selling apps to reach a wider audience online. Platforms like Local Line make it easier to sell seafood online by handling product listings, orders, and payments, so you can focus on sourcing and delivering fresh catch. If you want to know how to sell fish you catch locally, you can also approach restaurants, specialty grocery stores, or wholesalers who value fresh, traceable seafood. Always check local regulations first, as some areas require specific permits or restrict sales to licensed buyers.
How to become a seafood distributor?
To become a seafood distributor, you’ll need to combine proper licensing, reliable sourcing, and strong sales channels. Start by securing the required permits and food safety certifications, which vary by region. In Canada, this often involves compliance with the Canadian Food Inspection Agency (CFIA), while in the United States, regulations are overseen by the FDA and NOAA. Build relationships with trusted fishers, farms, or processors to ensure a steady supply of high-quality products. Decide whether you’ll sell wholesale to restaurants, grocery stores, and institutions, or direct-to-consumer through seafood e-commerce platforms like Local Line, which makes it easier to manage online orders, inventory, and delivery. Cold storage, transportation, and packaging are essential for freshness and traceability compliance. Finally, focus on sales and marketing by positioning your business around quality, sustainability, and reliability to attract and retain buyers.
How to start a seafood business from home?
Starting a seafood business from home requires careful planning, regulatory compliance, and the right tools to reach customers. First, check local and national food safety regulations, such as the Canadian Food Inspection Agency (CFIA) in Canada or the FDA and NOAA in the United States, to understand requirements for handling, labeling, and selling seafood. Next, secure a reliable supply chain, whether you’re fishing yourself or sourcing from licensed distributors, and invest in proper cold storage and packaging to maintain freshness. Once logistics are set, build an online presence with an e-commerce platform like Local Line, which helps seafood sellers list products, manage orders, and connect with buyers. Finally, market your business through social media, local food groups, and partnerships with restaurants or farmer’s markets to grow awareness and sales.
What is a seafood distributor?
A seafood distributor is a business that sources seafood in bulk from fishers, farms, or processors and then sells it to multiple customers such as restaurants, retailers, grocery chains, meal kit companies, and food service providers. Distributors handle storage, inventory, pricing, and delivery and often sell both wholesale and direct to consumer. Unlike small retail sellers, seafood distributors operate at larger volumes and need reliable sourcing, cold storage, traceability, and a system for managing recurring orders and price lists. This model can support multiple revenue streams and allows seafood businesses to scale into new markets and customer types.
How to become a seafood distributor?
Becoming a seafood distributor starts with securing reliable sourcing and meeting food safety requirements. You will need the appropriate licenses, traceability systems, cold storage and suppliers that can provide consistent product. Build relationships with restaurants, retailers and food service buyers and decide whether you will offer wholesale, direct to consumer, subscription programs or all three. Many distributors start locally by serving nearby restaurants or grocery stores, then expand into regional routes as demand grows. Use an e commerce and order management platform to handle pricing, inventory, bulk orders and multiple customer types, since distributor operations rely on accurate fulfillment and recurring demand.
Nina Galle is the co-author of Ready Farmer One. She continues to arm farmers with the tools, knowledge, and community they need to sell online at Local Line.
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