What Wallapop does

Wallapop is a Spain-headquartered peer-to-peer (C2C) mobile marketplace for second-hand goods, founded in 2013 and operating across Spain, Italy, and Portugal. The platform serves individual consumers looking to buy and sell used products across categories including fashion, electronics, furniture, and collectibles, with over 21 million monthly active users as of early 2026. Its product positioning centers on a mobile-first experience, geographic density in Iberian/Italian markets, and an emerging AI-driven personalization layer.

The core product is the Wallapop Marketplace, accessed via iOS/Android apps and the web. Technology components include a real-time adaptive AI discovery system built in partnership with Swiss AI company Albatross — which shifts from static history-based recommendations to in-session adaptive matching — plus AI-based fraud detection, automated listing assistance, and a Braze-powered engagement layer for behavioral incentive targeting. The February 2026 launch of Wallapop Club, a free points-based loyalty program (5 points per euro spent, redeemable from 100 points for shipping discounts and 400 points for ad visibility), adds a gamification layer intended to drive repeat transactions among the 21M+ user base.

Wallapop generates revenue through three primary streams: marketplace take rates/commissions on peer-to-peer transactions, shipping fees, and advertising/promoted listings. The company reported €91 million in 2023 revenue, up 26% year-over-year, and was acquired by South Korean internet conglomerate Naver in February 2026 for €600 million (post-money approximately €650 million, total transaction value ~$711 million) — a meaningful step-down from the €806 million Series G extension valuation recorded in February 2024. Naver holds 100% ownership through Korelya Capital, which manages Naver's European investments, and appointed Korelya CEO Fleur Pellerin as Wallapop president. Wallapop continues to operate from its Barcelona headquarters under CEO Rob Cassedy.

Name

Wallapop

Legal name

Wallapop

Website

https://wallapop.com

Company type

Private

Founded year

2013

Operating status

Acquired

Headcount range

251–500 employees

Short description

Wallapop is a Spain-headquartered mobile-first C2C marketplace for second-hand goods, serving over 21 million monthly active users across Spain, Italy, and Portugal through its iOS/Android apps and web platform with AI-powered discovery and a loyalty program.

Ownership category

akta.pro rank

Product category

C2C Secondhand Marketplace

akta.pro primary industry

Peer-to-Peer (C2C) Resale Marketplaces (CRAFAGAM)

akta.pro secondary industry

Generalist C2C Classifieds Marketplaces (CRAFAKAA)

Keywords

• Second-hand marketplace
• C2C recommerce platform
• Peer-to-peer resale
• Circular economy marketplace
• Mobile classifieds trading

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Transaction Commission: Marketplace takes a commission/take rate on transactions between buyers and sellers on the platform.
2. Shipping Fees: Users pay shipping fees for transactions, which can be discounted using Wallapop Club loyalty points (minimum 100 points for shipping discounts).
3. Advertising/Promoted Listings: Users can purchase increased ad visibility using Wallapop Club loyalty points (minimum 400 points) or through paid promotion mechanisms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Wallapop operates a mobile-first consumer-to-consumer (C2C) marketplace where individuals list, discover, and transact on second-hand goods spanning fashion, electronics, furniture, home goods, and collectibles. The platform serves 21+ million monthly active users across Spain, Italy, and Portugal, and monetizes through transaction commissions, shipping fees, and paid/promoted listings, complemented by a free points-based loyalty program (Wallapop Club).

Product overview

Wallapop operates as a single integrated C2C second-hand marketplace platform (Wallapop Marketplace) with a loyalty add-on module (Wallapop Club). The core platform enables peer-to-peer buying and selling of second-hand goods across Spain, Italy, and Portugal, serving over 19-21 million monthly active users. The company has been expanding its technology capabilities through AI integration for discovery and fraud prevention, while the Wallapop Club loyalty program adds a gamification layer to drive repeat transactions and user engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Wallapop Marketplace Peer-to-peer second-hand marketplace connecting individual buyers and individual sellers across Spain, Italy, and Portugal; serves 21+ million monthly active users with category coverage spanning electronics, fashion, furniture, home goods, and collectibles, integrated shipping/payments, AI-driven discovery, and AI fraud detection.
• Wallapop Club Free loyalty program for Wallapop users that rewards repeat transactions with points (5 points per €1 spent on valid transactions, excluding shipping and fees), redeemable for shipping discounts (minimum 100 points) and promoted/ad-visibility boosts (minimum 400 points). Aims to drive repeat purchase frequency, deeper engagement with the marketplace, and sustainable second-hand consumption across the 21+ million active users.

Quantifiable outcome

• 118.9% increase in user engagement using real-time AI discovery
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• AlbatrosscoreTechnology or Integration · 1 February 2026Strategic partnership with Swiss AI company Albatross to deploy real-time AI discovery across Wallapop's platform. The AI system shifts from static, history-based recommendations to in-session adaptive discovery, achieving a 118.9% increase in user engagement, 104.8% increase in favorites and interactions, and 46.9% increase in purchase intentions in A/B testing. This is one of the earliest large-scale commercial deployments of adaptive in-session AI discovery in recommerce.
• BrazecoreTechnology or Integration · 1 January 2025Partnership with Braze marketing technology company began in 2025 to shift Wallapop's approach to incentives from solely boosting transactions toward shaping user behavior more broadly. The collaboration enabled strategic evolution in how the marketplace leverages customer engagement tools.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Vinted: Pan-European C2C recommerce marketplace strongest in fashion but expanding into other categories. Directly competes with Wallapop in Spain, Italy, and Portugal with similar P2P secondhand model and commission-based monetization.
• Milanuncios: Spanish C2C classifieds platform owned by Adevinta, offering horizontal secondhand listings across categories. Closest Spanish-language competitor to Wallapop in its home market with comparable generalist C2C marketplace model.
• Mercari: Mobile-first C2C marketplace for secondhand goods, primarily in the US and Japan. Closely comparable business model (commission on P2P resale transactions, mobile-first UX) though operating in different geographies.
• Subito: Italian horizontal C2C classifieds marketplace owned by Adevinta, operating in Wallapop's Italy market. Directly comparable horizontal C2C marketplace model and consumer base in Italy.
• Depop: Mobile-first C2C fashion resale marketplace popular with younger consumers. Comparable in C2C resale mechanics and demographic, though more verticalized in fashion rather than Wallapop's generalist model.
• Poshmark: US-based C2C fashion resale marketplace with social/feed-based discovery. Comparable P2P resale model with commission-based monetization, though primarily US-focused and fashion-centric.
• OfferUp: US mobile-first C2C local marketplace for secondhand goods, similar in horizontal category mix and mobile-first P2P model. Comparable competitor at the product-experience level though geographically separate.

Broad incumbents

• eBay: Global horizontal online marketplace with a large secondhand segment alongside new goods and business sellers. Comparable in horizontal C2C/B2C marketplace mechanics, but operates at vastly larger scale and as a broad incumbent rather than a focused recommerce player.
• Facebook Marketplace: Meta's integrated C2C local listings product embedded in the Facebook app. Competes head-to-head with Wallapop for local secondhand transactions across its markets, with the advantage of pre-existing social graph distribution.

Regional players

• Marktplaats: Largest Dutch horizontal C2C classifieds marketplace (owned by Adevinta). Operates in the same C2C classifieds category as Wallapop but serves the Benelux region rather than Southern Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wallapop_us
• Facebookfacebook.com/wallapop
• LinkedInlinkedin.com/company/wallapop

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds7 records

Investors23 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wallapop