Kleinanzeigen
Kleinanzeigen is Germany's largest online classifieds marketplace, serving over 36 million monthly users and ~50 million ads across vehicles, real estate, electronics, fashion, jobs, and services. It operates a freemium platform with subscription tiers and in-house payment processing under Adevinta ownership.
- Company typePrivate
- Founded2005
- HeadquartersBerlin, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Kleinanzeigen does
Kleinanzeigen is Germany's largest online classifieds marketplace, operating as a two-sided platform connecting individual private sellers and buyers across the country. Founded in 2005 and headquartered in Berlin under legal entity kleinanzeigen.de GmbH, the platform serves more than 36 million monthly users and hosts approximately 50 million ads spanning vehicles, real estate, electronics, fashion, household goods, pets, jobs, tickets, services, and neighborhood help. It was acquired by Adevinta in 2021 and rebranded from eBay Kleinanzeigen to Kleinanzeigen in September 2024, with a green 'K' identity emphasizing circular-economy and sustainability positioning.
The core product is the Kleinanzeigen Marketplace, accessible via web (kleinanzeigen.de) and native iOS/Android apps, augmented by several modules: in-house Secure Payment processing through Adyen with one-click checkout and fraud prevention; Kleinanzeigen Pur (€1.99/month ad-free subscription, in beta); PRO Subscriptions with a radius feature for service providers; the PRO Infopoint business portal; and the Kleinanzeigen Magazin editorial platform. Notable technology integrations include ChatGPT-powered conversational search for property listings and DHL/Hermes shipping for cross-seller delivery. Marketing operates across owned social channels, content, organic SEO, and privacy-compliant programmatic via EUID/OpenPath with The Trade Desk.
Revenue is generated primarily through a freemium model—free listings for private sellers with optional premium boosts—supplemented by advertising, Secure Payment transaction fees (now flowing through the Adyen stack), and recurring subscriptions (Kleinanzeigen Pur and PRO business packages launching spring 2026). The customer base is overwhelmingly long-tail individual consumers (low concentration), with newer growth segments in real estate professionals and local service providers. The company is wholly owned by Adevinta, a global classifieds group headquartered in Spain, with Marktplaats B.V. noted as the platform's copyright holder.
Kleinanzeigen firmographics
Firmographics- Name
- Kleinanzeigen
- Legal name
- kleinanzeigen.de GmbH
- Website
- https://kleinanzeigen.de
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Kleinanzeigen is Germany's largest online classifieds marketplace, serving over 36 million monthly users and ~50 million ads across vehicles, real estate, electronics, fashion, jobs, and services. It operates a freemium platform with subscription tiers and in-house payment processing under Adevinta ownership.
- Ownership category
- akta.pro rank
Kleinanzeigen industry classification
Industry- Product category
- Online Classifieds
- NAICS
- All Other Miscellaneous Retailers (45999)
- SIC
- Retail-Nonstore Retailers (5960), Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Local Services & Experiences Generalist Marketplaces (CRAFAAAD)
Keywords
Where Kleinanzeigen is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Kleinanzeigen 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
- Listing Fees (Freemium Model): Basic listings are free for private sellers, generating massive inventory at no cost. This freemium approach drives network effects and user acquisition. Premium/featured listing options may be available for paying users.
- Kleinanzeigen Pur Subscription: Ad-free subscription at €1.99/month allowing users to browse without advertisements. Currently in beta testing (October 2025), representing a new recurring revenue stream.
- Secure Payment Transaction Fees: In-house payment processing through Adyen partnership handles buyer-seller transactions. Transaction fees likely apply per transaction processed through the Secure Payment system.
- PRO Business Packages: Subscription packages for business users (real estate professionals, service providers) offering enhanced listing features, dedicated project pages, and radius targeting for services.
- Advertising: Display advertising on the platform, which users can opt out of via Kleinanzeigen Pur subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free listings for private sellers |
| Subscription | Monthly | Kleinanzeigen Pur - Ad-free subscription |
| Subscription | Monthly | PRO packages for businesses and professionals |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Kleinanzeigen product offering
Product offeringCore offering
Kleinanzeigen operates Germany's largest online classifieds marketplace, enabling private individuals and small businesses to list, discover, and transact across categories including vehicles, real estate, electronics, fashion, pets, household goods, services, and tickets. The platform supplements its free core marketplace listing flow with paid add-ons including an ad-free subscription (Kleinanzeigen Pur), PRO business subscriptions for professional sellers and service providers, and an in-house secure payment processing system built on Adyen.
Product overview
Kleinanzeigen is a multi-category online classifieds marketplace operating as a platform-plus-modules architecture. The core product is the Kleinanzeigen Marketplace, Germany's largest online classifieds platform, where users buy and sell across categories including vehicles, real estate, electronics, fashion, pets, tickets, and services. This core platform is enhanced by several modules: Secure Payment (powered by Adyen) for in-house payment processing; Kleinanzeigen Pur for ad-free browsing; PRO Subscription for professional sellers with features like the radius search; PRO Infopoint for business resources; and the Kleinanzeigen Magazin for editorial content. The platform serves over 36 million monthly users with approximately 50 million active listings, positioning itself as a driver of re-commerce and sustainability.
Differentiator
Problem solved
Functional benefit
Products and services
- Kleinanzeigen Marketplace Germany's largest online classifieds marketplace enabling users to buy, sell, and trade goods and services across multiple categories including vehicles, real estate, electronics, fashion, pets, household goods, tickets, jobs, and local services. Free listing creation for private sellers; serves over 36 million monthly users with approximately 50 million active listings.
- Kleinanzeigen Pur Ad-free subscription tier priced at €1.99 per month that allows users to browse the Kleinanzeigen marketplace without advertisements. Targeted at consumers seeking an uncluttered browsing experience.
- PRO Subscription Subscription tier for professional sellers and service providers offering enhanced listing features including the radius feature for specifying geographic reach of service offerings, priority placement, analytics, and dedicated project pages for real estate professionals.
Quantifiable outcome
- Air conditioner listings increased ~230% during a heatwave week (June 17-24)
- +3 more outcomes
Companies that use Kleinanzeigen
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Kleinanzeigen technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature4 records
Kleinanzeigen partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AdyencoreKleinanzeigen partnered with fintech company Adyen to manage and optimize payment processing. The partnership brought payment processing in-house for the first time, enabling the platform to accelerate development of new payment features, strengthen fraud prevention, and ensure compliance with evolving EU payments and consumer protection regulations. The relaunched Secure Payment function features a revised checkout with fewer steps and one-click payment options for returning users.
- AdyencoreTechnical partnership with Adyen for relaunch of Secure Payment function. The staged rollout includes revised checkout process with fewer steps and one-click payment for returning users. This represents Kleinanzeigen bringing payment processing fully in-house.
- The Trade DeskminorKleinanzeigen announced adoption of European Unified ID (EUID) and OpenPath technology in partnership with The Trade Desk. These integrations aim to enhance privacy-compliant targeting and transparency in digital advertising across German-speaking markets.
- BCNminorGerman media marketer BCN partnered with Kleinanzeigen on EUID and OpenPath adoption for privacy-compliant digital advertising targeting.
- AdevintacoreKleinanzeigen is owned and operated by Adevinta, a global online classifieds group. The platform was rebranded from eBay Kleinanzeigen to Kleinanzeigen following Adevinta's acquisition in 2021. The rebrand was officially completed in September 2024 with new green 'K' branding.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Kleinanzeigen competitors and assessment
Company assessmentDirect peers
- Craigslist: The original horizontal classifieds model with free local listings. Compares to Kleinanzeigen in core marketplace philosophy though Kleinanzeigen has substantially more product sophistication and payment infrastructure.
- Vinted: Europe's leading C2C second-hand fashion marketplace, operating actively in Germany. Competes with Kleinanzeigen's fashion and clothing categories while building a more focused, vertically-integrated re-commerce experience.
- Quoka: A smaller German classifieds marketplace operating on a similar C2C model. Represents direct horizontal competition in the same geography, though at smaller scale.
- Wallapop: Spanish-origin C2C second-hand marketplace expanding across Europe. Comparable in C2C re-commerce positioning, mobile-first experience, and category breadth to Kleinanzeigen's offering.
- ImmoScout24: Germany's dominant real estate listing platform. Direct competitor to Kleinanzeigen's Immobilien category, with deeper professional agent tools and broader property inventory.
- Marktplaats: The Dutch sister platform of Kleinanzeigen under Adevinta. Operates the same horizontal C2C classifieds model with free listings, paid promotion tiers, and similar category breadth — the closest direct peer at the operational and ownership level.
- mobile.de: Germany's leading vehicle classifieds platform, owned by Adevinta. Competes with Kleinanzeigen's vehicle category but with deeper professional dealer tools and a stronger vertical brand in autos.
- Facebook Marketplace: Meta's free social-graph-powered horizontal marketplace operating in Germany and across Europe. Competes head-on for the same C2C seller and buyer base, leveraging zero listing fees and integrated social distribution.
- eBay: Former parent of Kleinanzeigen (until Adevinta's 2021 acquisition). Operates similar C2C/B2C marketplace with global reach and category breadth, including auction and fixed-price formats — directly comparable model and historical linkage.
Regional players
- Willhaben: Austria's largest classifieds marketplace, also part of the Adevinta family. Operates the same horizontal C2C model regionally and serves as a useful comparable for product and monetization benchmarks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kleinanzeigen social profiles
Digital presenceKleinanzeigen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kleinanzeigen leadership team
Management profileNumber of profiles
Profiles5 records
Kleinanzeigen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kleinanzeigen 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 Kleinanzeigen
What does Kleinanzeigen do?
Kleinanzeigen operates Germany's largest online classifieds marketplace, enabling private individuals and small businesses to list, discover, and transact across categories including vehicles, real estate, electronics, fashion, pets, household goods, services, and tickets. The platform supplements its free core marketplace listing flow with paid add-ons including an ad-free subscription (Kleinanzeigen Pur), PRO business subscriptions for professional sellers and service providers, and an in-house secure payment processing system built on Adyen.
Is Kleinanzeigen a public or private company?
Kleinanzeigen is a private company. It is classified as corporate owned and is currently operating.
When was Kleinanzeigen founded?
Kleinanzeigen was founded in 2005. It employs 501 to 1,000 people.
Where is Kleinanzeigen based?
Kleinanzeigen is headquartered in Berlin, Germany, in the Europe region.
How does Kleinanzeigen make money?
Five revenue lines are on record. Listing Fees (Freemium Model) is the primary driver. The others are kleinanzeigen Pur Subscription, secure Payment Transaction Fees, PRO Business Packages and advertising.
Who are Kleinanzeigen's main competitors?
Direct peers on record are Craigslist, Vinted, Quoka, Wallapop, ImmoScout24, Marktplaats, mobile.de, Facebook Marketplace and eBay. Willhaben is listed as a regional player.
Does Kleinanzeigen have an API?
No public API is recorded for Kleinanzeigen.
What industry is Kleinanzeigen in?
Kleinanzeigen's product category is Online Classifieds. Its primary akta.pro industry code is CRAFAAAD, Local Services & Experiences Generalist Marketplaces. Its NAICS code is 45999 and its SIC code is 5960.