Kleinanzeigen

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.

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

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

• Online classifieds marketplace
• Consumer-to-consumer platform
• Re-commerce marketplace
• Second-hand goods platform
• Local marketplace Germany

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Advertising: Display advertising on the platform, which users can opt out of via Kleinanzeigen Pur subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AdyencoreTechnology or Integration · 31 March 2026Kleinanzeigen 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.
• AdyencoreTechnology or Integration · 30 March 2026Technical 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 DeskminorGTM or Marketing Partner · 14 February 2026Kleinanzeigen 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.
• BCNminorGTM or Marketing Partner · 14 February 2026German media marketer BCN partnered with Kleinanzeigen on EUID and OpenPath adoption for privacy-compliant digital advertising targeting.
• AdevintacoreOthersKleinanzeigen 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

Direct 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

• Xx.com/ebay_KA
• YouTubeyoutube.com/@KleinanzeigenWG
• Facebookfacebook.com/Kleinanzeigen
• LinkedInlinkedin.com/company/kleinanzeigen
• Instagraminstagram.com/kleinanzeigen_official
• Pinterestpinterest.de/kleinanzeigen
• TikToktiktok.com/@kleinanzeigen

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Kleinanzeigen