Seed and fruit set are established during and soon after fertilization and determine seed and fruit number, their final size and, hence, yield potential. These processes are highly sensitive to biotic and abiotic stresses, which often lead to seed and fruit abortion. Here, we review the regulation of assimilate partitioning, including the potential roles of recently identified sucrose efflux transporters in seed and fruit set and examine the similarities of sucrose import and hydrolysis for both pollen and ovary sinks, and similar causes of abortion. We also discuss the molecular origins of parthenocarpy and the central roles of auxins and gibberellins in fruit set. The recently completed strawberry (Fragaria vesca) and tomato (Solanum lycopersicum) genomes have added to the existing crop databases, and new models are starting to be used in fruit and seed set studies.