Ricardo
Ricardo is the Swiss C2C online marketplace, owned by Swiss Marketplace Group, enabling over 5 million users to buy and sell new and used goods across 24+ categories via web, iOS, and Android, monetized through transaction fees, MoneyGuard buyer protection, and Ricardo Plus subscriptions.
- Company typePrivate
- Founded1999
- HeadquartersZug, Switzerland
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Ricardo does
Ricardo is the Swiss online C2C marketplace operated by ricardo-ch-AG, a wholly owned subsidiary of Swiss Marketplace Group (SMG). The platform enables individual consumers and professional sellers to list and transact new and used goods via auction-style and fixed-price formats across 24+ categories including clothing, vehicles, electronics, home goods, sports equipment, and collectibles, serving over 5 million registered users in Switzerland through a localized experience in German, French, and Italian. Core product surfaces include the web marketplace at ricardo.ch, native iOS and Android applications, MoneyGuard buyer protection on eligible listings, Ricardo Plus premium subscription for enhanced seller benefits, and Ricardo AI/SearchAi-powered search and listing assistance.
The platform operates a transaction-based monetization model, taking a success fee on completed sales; pricing is standardized under a January 2026 agreement with the Swiss Price Supervisor that also provides three years of regulatory certainty. Distribution is fully self-serve and product-led: users register, list items individually or in bulk, and transact without human intermediation. Ricardo's go-to-market is therefore brand-driven within Switzerland, with no disclosed enterprise sales motion, no named anchor customers, and a horizontal category structure spanning consumer durables and discretionary goods.
Strategically, Ricardo is expanding modestly beyond its Swiss C2C core: in August 2025 it acquired Croatia-based Crnov-Commerce (transport and wholesale construction materials), and it continues to layer AI features and subscription monetization onto the marketplace. Ricardo is part of SMG's broader portfolio alongside ImmoScout24, Homegate, and AutoScout24, and operates with a lean headcount of 51–100 employees, relying on parent-company scale rather than independent capital raises.
Ricardo firmographics
Firmographics- Name
- Ricardo
- Legal name
- ricardo-ch-AG
- Website
- https://ricardo.ch
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ricardo is the Swiss C2C online marketplace, owned by Swiss Marketplace Group, enabling over 5 million users to buy and sell new and used goods across 24+ categories via web, iOS, and Android, monetized through transaction fees, MoneyGuard buyer protection, and Ricardo Plus subscriptions.
- Ownership category
- akta.pro rank
Ricardo industry classification
Industry- Product category
- Online Marketplace
- NAICS
- Used Merchandise Retailers (4595), All Other Miscellaneous Retailers (45999)
- SIC
- Retail-Miscellaneous Retail (5900), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Generalist C2C Classifieds Marketplaces (CRAFAKAA)
- akta.pro secondary industries
- Peer-to-Peer (C2C) Resale Marketplaces (CRAFAGAM), C2C Resale, Auctions & Secondhand Marketplaces (BPAMAGAE)
Keywords
Where Ricardo is headquartered
LocationHeadquarters
- HQ city
- Zug
- HQ country
- Switzerland
- HQ region
- Europe
Markets served
Ricardo business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Transaction/Success Fees: Platform charges fees on successful transactions. The news mentions success fee discounts as part of regulatory agreement with Swiss Price Supervisor.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | — | Transaction-based marketplace |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Ricardo product offering
Product offeringCore offering
Ricardo is a Swiss online C2C marketplace platform that enables individual consumers and professional sellers to buy and sell new and used goods through auction-style and fixed-price listings across 24+ product categories including clothing, vehicles, household goods, electronics, sports equipment, and collectibles. The platform offers over 5 million users AI-powered search, buyer protection via MoneyGuard, and a premium subscription tier (Ricardo Plus).
Product overview
Ricardo is a Swiss online C2C marketplace platform with over 5 million users, operating in German, French, and Italian language versions. The platform enables buyers and sellers to transact through both auction-style and fixed-price listings across 24+ product categories spanning clothing, vehicles, household goods, electronics, sports equipment, and collectibles. The platform's core features include the marketplace itself, enhanced by AI-powered search functionality (Ricardo AI), buyer protection via MoneyGuard, and a premium subscription tier called Ricardo Plus. Mobile applications for iOS and Android extend the platform's accessibility.
Differentiator
Problem solved
Functional benefit
Brands
- Ricardo Plus: Premium subscription service offering enhanced features for sellers
Products and services
- Ricardo Marketplace Platform
- Ricardo Plus
- Ricardo Mobile App (iOS)
- Ricardo Mobile App (Android)
Quantifiable outcome
- Transactional platforms like Ricardo show higher customer satisfaction than classified or social commerce alternatives
Companies that use Ricardo
Customer profileSegments2 records
Ideal customer profiles3 records
Ricardo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Ricardo partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Swiss Marketplace Group (SMG)coreRicardo is part of Swiss Marketplace Group. SMG reached an agreement with Switzerland's Price Supervisor regarding Ricardo's pricing models, ending investigations into real estate platforms and Ricardo. The agreement introduces standardized pricing models and success fee discounts, providing regulatory certainty for three years. Goldman Sachs views this as a positive development.
- Lovric Novokmet & PartnersminorLovric Novokmet & Partners advised the shareholders of Crnov-Commerce on its sale to Ricardo. The transaction involved the exit of sellers from the transport business and separation of the wholesale construction materials segment from Crnov-Commerce in Croatia.
Scale indicators2 records
Recent moves5 records
Expansion highlights6 records
Ricardo competitors and assessment
Company assessmentBroad incumbents
- eBay: eBay is the global incumbent in C2C and B2C marketplace commerce, including auction-style listings, buyer protection, and fixed-price formats. Ricardo's transactional marketplace with MoneyGuard competes against eBay's buyer-protection model.
- Facebook Marketplace: Meta's Facebook Marketplace is the largest C2C classifieds-style platform in DACH, posing direct competitive pressure on Ricardo's Swiss user base across resale categories.
Direct peers
- ImmoScout24 / Homegate: Homegate (under SMG) is the leading Swiss real estate platform, sharing regulatory, pricing, and parent-company dynamics with Ricardo. Both platforms face Price Supervisor oversight in Switzerland.
- Anibis.ch: Anibis.ch is a Swiss online marketplace for buying and selling second-hand goods, vehicles, and real estate. It competes directly with Ricardo across multiple Swiss C2C categories.
- Vinted: Vinted is a leading European C2C resale marketplace for fashion and lifestyle items, with strong buyer-protection and a freemium monetisation model. It directly overlaps Ricardo's C2C resale model across multiple categories.
- AutoScout24: AutoScout24 is a sister SMG platform specialising in vehicles, which competes directly with Ricardo's Fahrzeuge category in Switzerland. The two platforms show how SMG splits its marketplace portfolio.
- Tutti.ch: Tutti.ch is a major Swiss classifieds marketplace (also part of SMG), offering free C2C listings across categories. It is a direct competitor to Ricardo within Switzerland, particularly on classifieds-style listings.
Regional players
- Marktplaats (Adevinta): Marktplaats is the leading C2C classifieds platform in the Netherlands. It is a comparable DACH-adjacent marketplace model that Ricardo's transactional monetisation approach contrasts with.
- Kleinanzeigen (eBay Classifieds Group): Kleinanzeigen is the largest C2C classifieds platform in Germany. As a DACH neighbour, it serves as a regional benchmark and potential expansion reference for Ricardo's transactional model.
Emerging players
- Reverb: Reverb is a C2C/B2C marketplace specialising in new, used, and vintage music gear. It illustrates how Ricardo's horizontal marketplace could expand into vertical niches (e.g., Musik & Musikinstrumente) with deeper monetisation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ricardo social profiles
Digital presenceRicardo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ricardo leadership team
Management profileNumber of profiles
Ricardo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Ricardo funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ricardo M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ricardo
What does Ricardo do?
Ricardo is a Swiss online C2C marketplace platform that enables individual consumers and professional sellers to buy and sell new and used goods through auction-style and fixed-price listings across 24+ product categories including clothing, vehicles, household goods, electronics, sports equipment, and collectibles. The platform offers over 5 million users AI-powered search, buyer protection via MoneyGuard, and a premium subscription tier (Ricardo Plus).
Is Ricardo a public or private company?
Ricardo is a private company. It is classified as corporate owned and is currently operating.
When was Ricardo founded?
Ricardo was founded in 1999. It employs 51 to 100 people.
Where is Ricardo based?
Ricardo is headquartered in Zug, Switzerland, in the Europe region.
How does Ricardo make money?
One revenue line is on record: transaction/Success Fees.
Who are Ricardo's main competitors?
Broad incumbents on record are eBay and Facebook Marketplace. Direct peers are ImmoScout24 / Homegate, Anibis.ch, Vinted, AutoScout24 and Tutti.ch. Regional players are Marktplaats (Adevinta) and Kleinanzeigen (eBay Classifieds Group). Reverb is listed as an emerging player.
Does Ricardo have an API?
No public API is recorded for Ricardo.
What industry is Ricardo in?
Ricardo's product category is Online Marketplace. Its primary akta.pro industry code is CRAFAKAA, Generalist C2C Classifieds Marketplaces, with a secondary code of CRAFAGAM, Peer-to-Peer (C2C) Resale Marketplaces. Its NAICS code is 4595 and its SIC code is 5900.