C2C MARKETPLACE
How Origami Marketplace powered the launch of the "Vinted for fishing"?
TocToc Fishing is the first marketplace dedicated to buying and selling secondhand fishing gear between private individuals. Launched in 3 months, it already brings together over 7,000 registered users and 900 active sellers, with a logistics solution purpose-built for fishing rods.
Registered users after just 3 months
New users signing up every day
Products available on the marketplace
Site visits since launch
ABOUT
The first specialized marketplace for France's 1,000,000 anglers.
TocToc Fishing is a C2C marketplace modeled after major generalist secondhand platforms, but built entirely around fishing. Its mission is to facilitate peer-to-peer exchange between beginner and experienced anglers, enabling them to sell gear they no longer use and find quality equipment at reduced prices. Fishing is France’s second-largest sport federation, with over one million passionate practitioners.
Yet no specialized platform existed to meet their real needs, including technical expertise on equipment, logistics adapted to long and fragile items, and a tight-knit community built around a shared passion. Founded by Romain Casabianca, TocToc Fishing fills that gap with a community-driven and responsible approach, encouraging more sustainable consumption by giving fishing gear a second life.
📅 Marketplace launch
2025
🎣 Sport federation ranking in France
2nd
🚀 Time to launch with Origami Marketplace
3 months
« Launching a marketplace isn’t a sprint and it isn’t a race, it’s a marathon. Things take time, and you have to let them. »
THE PROBLEM
One million anglers with no platform to sell their secondhand gear.
Despite being France’s second-largest sport federation, the fishing community faced a paradoxical gap: no dedicated platform addressed the concrete specifics of the sport.
A logistics nightmare for long and fragile fishing rods
Zero technical expertise on generalist secondhand platforms
A community fragmented by technique, including sea, freshwater and fly fishing
No secure payment system adapted to peer-to-peer specialist transactions
Quality gear sitting unused with experienced anglers, out of reach for newcomers
No viable alternative for responsible consumption in the sector
THE OBJECTIVES
4 founding priorities for TocToc Fishing
Promote responsible consumption in fishing
Create a virtuous cycle in recreational fishing. By facilitating secondhand buying and selling, encourage more sustainable consumption and reduce the ecological footprint of anglers, whose playground is nature itself.
Enable knowledge and gear transfer between generations
Experienced anglers often sit on stockpiles of quality unused gear, while newer generations are looking to get equipped at lower cost. The platform facilitates the transfer of both equipment and know-how across generations.
Unite a passionate but highly fragmented community
Bring all sub-communities together in one space, including sea fishing, freshwater fishing, fly fishing and predator fishing, with the specialist expertise that generalist platforms simply do not have. Fishing is France's second-largest federation, yet its market remains scattered across techniques.
Solve the logistics barrier for bulky equipment
Offer a secure shipping solution designed specifically for fishing equipment, particularly long and fragile fishing rods, simplifying the selling process for private individuals who do not always have suitable packaging on hand.
IMPLEMENTATION
From zero to a live marketplace in 3 months.
Back-office structuring
Rigorous definition of categories, product taxonomy and business rules, a step often underestimated but critical. Origami Marketplace challenged and structured the project from the design phase to avoid classic launch pitfalls.
Front-end customization
Origami Marketplace's robust SaaS back-office was paired with a fully custom front-end built around the visual codes and community identity of fishing. The interface speaks to anglers, not to e-commerce managers.
Cold start: 1,000+ products before launch
To avoid the "empty shell" effect, TocToc Fishing set a minimum threshold of 1,000 to 1,200 products before opening to the public, creating a solid foundation that welcomed early buyers into an already rich catalog.
KEY FEATURES
A platform built for the specifics of fishing.
Automated workflows, the engine room
The most critical feature for TocToc Fishing. It handles all interactions between buyers and sellers, including email triggers, notifications and transaction steps, seamlessly and without any manual intervention.
Sendcloud logistics integration
To eliminate the sector's number one barrier, the solution natively integrates Sendcloud. Robust shipping options adapted to technical equipment such as long rods and fragile gear secure the transaction for both parties.
Secure tripartite messaging
Direct communication between buyers and sellers with the ability for the TocToc Fishing team to step in as mediator. Trust is essential in a community of enthusiasts trading specialized technical equipment.
Hybrid and customizable SaaS architecture
A robust, ready-to-use back-office for business management paired with a fully customizable front-end. The brand identity and community codes of the fishing world are preserved without compromising technical power.
RESULTS
3 months in, TocToc Fishing is already exceeding expectations.
A launch well above expectations. With 7,000 registered users and 900 active sellers in just 3 months, TocToc Fishing significantly exceeded its initial targets, proving that a real demand existed for this solution.
The logistics barrier finally removed. The Sendcloud integration turned what had been the sector's main obstacle into a competitive advantage. Anglers can now ship rods and bulky equipment with complete peace of mind.
A self-sustaining community. Organic growth of more than 30 new sign-ups per day confirms the community effect. Every seller becomes an ambassador, and every transaction reinforces trust in the platform.
The right partner at the right time. By choosing Origami Marketplace instead of custom development, TocToc Fishing validated its concept in just 3 months without a massive investment. Expertise, trust, and structure were the three decisive elements highlighted by the founder.
WHAT’S NEXT
The road ahead for TocToc Fishing.
International expansion
After France, neighboring French-speaking countries such as Belgium and Switzerland are the most natural next steps. The long-term objective is to expand across Europe, adapting logistics and payment processes to each market.
Smart product guidance
Fishing gear is highly technical and can be intimidating for beginners. A guided discovery feature is planned to help users find the equipment best suited to their fishing style, region, and skill level.
Promoting responsible consumption
For anglers whose passion depends directly on the health of ecosystems, promoting gear reuse becomes a natural commitment. TocToc Fishing is strengthening its role as a community advocate for sustainable practices.
« The marketplace and secondhand models offer real potential, they represent a genuine path forward. Origami Marketplace is great, and I truly mean that. That said, I would advise anyone not to underestimate the workload the project represents. As an entrepreneur, you have to be ready to go all in and surround yourself with the right people.»
Romain Casabianca
Founder of TocToc Fishing
Your niche deserves its own secondhand marketplace.
Like TocToc Fishing, launch the first specialized platform in your sector in 4 months, without massive investment and with an expert partner who challenges your project every step of the way.
