Tradera
Tradera is Sweden's largest online circular marketplace, connecting millions of second-hand buyers and sellers across fashion, electronics, collectibles, and now vehicles via web and mobile applications under a transaction-based commission model.
- Company typePrivate
- Founded1999
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Tradera does
Tradera is Sweden's largest online circular marketplace for second-hand goods, founded in 1999 and headquartered in Stockholm. The platform connects millions of individual buyers and sellers across more than 25 categories spanning fashion, electronics, collectibles, antiques, toys, and now vehicles. Formerly owned by eBay and currently led by CEO Erik Grohman, Tradera operates as a private company with 51-100 employees.
The platform is delivered through a consumer marketplace architecture accessible via web and native iOS and Android applications (rated 4.7 stars on app stores). Core technical infrastructure includes Swedish BankID for identity verification, integrated payment processing across seven providers (Visa, Mastercard, Swish, Klarna, Trustly, Google Pay, Apple Pay), and shipping integrations with five carriers (PostNord, DSV, DHL, DHL Express, Instabox). The product portfolio consists of the core Tradera Marketplace, the newly launched Bilar automotive vertical in early 2026, the Authenticated service for luxury item verification, ProLister and Business Seller Account modules for professional sellers, and digital gift cards.
Tradera operates a transaction-based marketplace commission model, charging fees on completed C2C and B2C transactions across the core marketplace, while the new automotive vertical runs on free listings as a promotional offer until at least end of 2026. Growth is driven by a product-led self-serve motion, organic social presence across Facebook, Instagram, TikTok, and LinkedIn, SEO, and a 2022 partnership with Klarna that surfaces Tradera as a destination within Klarna's in-app resell feature. The company raised approximately $4.4 million in funding led by Ceder Capital in October 2022.
Tradera firmographics
Firmographics- Name
- Tradera
- Legal name
- Tradera
- Website
- https://tradera.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Tradera is Sweden's largest online circular marketplace, connecting millions of second-hand buyers and sellers across fashion, electronics, collectibles, and now vehicles via web and mobile applications under a transaction-based commission model.
- Ownership category
- akta.pro rank
Where Tradera is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Tradera business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Marketplace Commission: Transaction-based revenue model charging fees on completed sales. The platform serves as an intermediary between buyers and sellers of second-hand goods, collecting fees on transactions.
- Listing Fees (Automotive): Free listings for vehicles until at least end of 2026 for the new automotive vertical, with potential for listing fees after promotional period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Consumer Marketplace |
| Freemium | Pay-as-you-go | Automotive Vertical - Promotional |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Tradera product offering
Product offeringCore offering
Tradera operates Sweden's largest circular economy online marketplace, enabling consumers and businesses to buy and sell new, used, and second-hand goods across diverse categories including fashion, electronics, collectibles, toys, home goods, and vehicles. The platform facilitates transactions through integrated payment processing, multiple shipping carriers, and BankID identity verification, accessible via website and mobile applications.
Product overview
Tradera operates as Sweden's largest circular marketplace, offering a unified platform for buying and selling second-hand and new items. The core product portfolio consists of the Tradera Marketplace as the central platform, complemented by specialized verticals such as the Nyhet! Bilar (Cars) automotive category launched in early 2026. Additional offerings include Authenticated for luxury item verification, ProLister for professional sellers, Business Seller accounts, and Tradera Gift Cards. The platform supports both consumer-to-consumer (C2C) and business-to-consumer (B2C) transactions across categories including fashion, electronics, toys, antiques, and vehicles.
Differentiator
Problem solved
Functional benefit
Products and services
- Tradera Marketplace Sweden's largest circular marketplace enabling individuals and businesses to buy and sell new, used, and second-hand goods across diverse categories including fashion, electronics, collectibles, toys, home goods, and vehicles. Features integrated payment processing, multiple shipping carriers, and BankID identity verification.
- Nyhet! Bilar (Cars) Automotive Vertical Automotive vertical on Tradera featuring car listings including sedans, sports cars, and various vehicle types. Currently offered with free listings for users until at least the end of 2026 as a launch promotion.
- Authenticated
Companies that use Tradera
Customer profileSegments6 records
Ideal customer profiles2 records
Tradera technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature1 record
Tradera partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
Tradera competitors and assessment
Company assessmentEmerging players
- Sellpy: H&M-owned second-hand fashion resale platform; competes with Tradera in the Swedish fashion resale segment with a more curated, brand-managed proposition.
- Depop: C2C fashion marketplace with Gen-Z positioning; overlaps with Tradera's fashion segment and competes for younger second-hand buyers in Europe.
Direct peers
- Blocket: Sweden's leading C2C classifieds marketplace (owned by Schibsted), directly competing with Tradera in second-hand goods, vehicles, and general listings within the same Swedish market.
- Vinted: European C2C marketplace originally for fashion and now expanding into general categories; competes with Tradera's core fashion and lifestyle segments and shares the circular-economy thesis.
- Mercari: C2C marketplace for second-hand goods across broad categories with mobile-first UX, operating as a comparable generalist marketplace model to Tradera.
- Poshmark: C2C fashion and lifestyle marketplace, co-listed with Tradera inside Klarna's resell feature; competes directly in the fashion and accessories categories where Tradera is strongest.
Broad incumbents
- eBay: Global C2C/B2C marketplace and Tradera's former parent; offers overlapping second-hand categories at much larger scale and is integrated with Tradera via Klarna's resell feature.
- Facebook Marketplace: Meta's C2C marketplace leveraging the Facebook social graph; competes with Tradera for local Swedish second-hand listings with effectively zero listing fees.
Regional players
- Wallapop: Spanish C2C marketplace with strong mobile-first engagement; comparable generalist second-hand model though focused on the Spanish market.
- Marktplaats: Largest Dutch C2C classifieds marketplace (owned by Adevinta); comparable generalist model to Tradera but operates in the Netherlands rather than Sweden.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Tradera social profiles
Digital presenceTradera financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tradera leadership team
Management profileNumber of profiles
Profiles1 record
Tradera funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tradera M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tradera
What does Tradera do?
Tradera operates Sweden's largest circular economy online marketplace, enabling consumers and businesses to buy and sell new, used, and second-hand goods across diverse categories including fashion, electronics, collectibles, toys, home goods, and vehicles. The platform facilitates transactions through integrated payment processing, multiple shipping carriers, and BankID identity verification, accessible via website and mobile applications.
When was Tradera founded?
Tradera was founded in 1999. It employs 51 to 100 people.
Where is Tradera based?
Tradera is headquartered in Stockholm, Sweden, in the Europe region.
How does Tradera make money?
Two revenue lines are on record. Marketplace Commission is the primary driver. The others are listing Fees (Automotive).
Who are Tradera's main competitors?
Emerging players on record are Sellpy and Depop. Direct peers are Blocket, Vinted, Mercari and Poshmark. Broad incumbents are eBay and Facebook Marketplace. Regional players are Wallapop and Marktplaats.
Does Tradera have an API?
No public API is recorded for Tradera.