willhaben

What willhaben does

willhaben internet service GmbH is a Vienna-headquartered digital classifieds marketplace founded in 2006 and currently operating as Austria's largest such platform, with approximately 13.29 million active listings distributed across four core verticals: Marktplatz (general marketplace, ~12.95M listings), Immobilien (real estate, ~113K listings), Auto & Motor (vehicles, ~206K listings), and Jobs (~15K listings). The company is led by Geschäftsführerin Sylvia and operates with 101–250 employees, serving both private Austrian consumers (C2C) and commercial counterparties including real estate agents, automotive dealers, and employers.

The platform is built as a web and mobile application (iOS and Android) with category-specific sub-brands (willhaben Immobilien, willhaben Motornetzwerk, willhaben Jobs) and differentiated product features including PayLivery — an integrated secure payment and premium shipping service with buyer protection and a 48-hour money-back guarantee — and Shadowmap, a 3D sunlight/shadow visualization tool for real estate listings. The advertising and data infrastructure is extensive, referencing 467+ cookie and data partners in its privacy disclosures, supporting both internal audience monetization and third-party advertising products.

The business model is primarily advertising-funded, supplemented by paid commercial listing fees (€19.99 for a 60-day marketplace listing, €44.99 for boats/yachts/jetskis) and emerging transaction-related revenue from PayLivery. Private individual listings remain free with a 45-day duration, creating a freemium funnel that drives volume into the platform. The company is currently majority-owned by Adevinta ASA, itself backed by Blackstone and Permira, and according to March 2025 Bloomberg reporting, Adevinta was nearing a sale of its willhaben stake to joint venture partner Styria Media Group and European growth investor Sprints at an approximate valuation of €500 million ($519 million).

Name

willhaben

Legal name

willhaben internet service GmbH

Website

https://willhaben.at

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Willhaben is Austria's largest digital classifieds marketplace, operating ~13.3 million listings across general marketplace, real estate, automotive, and job verticals for private consumers and commercial sellers in Austria.

Ownership category

akta.pro rank

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Advertising: willhaben generates primary revenue through advertising, which helps fund mostly free services for private individuals.
2. Commercial Listing Fees: Commercial sellers pay for premium listing options: €19.99 for marketplace, €44.99 for boats/yachts, with extended 60-day durations versus 45-day free private listings.
3. PayLivery Transaction Services: Premium shipping and payment processing service with secure transactions and buyer protection, enabling e-commerce-style purchases on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

willhaben operates Austria's largest digital marketplace platform with over 13 million listings spanning four core verticals: general marketplace (Marktplatz), real estate (Immobilien), vehicles (Auto & Motor), and jobs. The platform enables C2C and B2C transactions by connecting private sellers and commercial providers with buyers, supplemented by PayLivery — an integrated payment and shipping service that facilitates secure online transactions.

Product overview

Willhaben is Austria's largest digital marketplace platform operating a multi-category classifieds ecosystem. The core platform consists of four main verticals: Marktplatz (general marketplace with ~12.9M listings), Immobilien (real estate with ~113,530 listings), Auto & Motor (vehicles with ~206,523 listings), and Jobs (job board with ~15,229 listings). These are complemented by PayLivery, an integrated shipping and payment service that enables secure transactions and tracked delivery. Business solutions include willShop for commercial sellers, Digital Advertising for promotional services, and specialized sub-brands for real estate (willhaben Immobilien), vehicles (willhaben Motornetzwerk), and jobs (willhaben Jobs). Additional features include Shadowmap for real estate light simulation, mobile apps for iOS and Android, and content platforms including the willhaben Blog and Tech Blog.

Differentiator

Problem solved

Functional benefit

Products and services

• Marktplatz The core online marketplace for buying and selling general classifieds including fashion, electronics, furniture, toys, and more, with approximately 12.9 million listings. Serves both private sellers and commercial providers in Austria.
• Immobilien Real estate platform for Austria featuring property listings for buying, renting, and leasing residential and commercial properties, with approximately 113,530 listings. Targets home buyers, renters, real estate agents, and property developers.
• Auto & Motor Vehicle marketplace for cars, motorcycles, commercial vehicles, and recreational vehicles with approximately 206,523 listings. Serves individual vehicle buyers/sellers and commercial automotive dealers.
• Jobs Job board platform connecting employers with job seekers in Austria, featuring approximately 15,229 job listings. Serves Austrian employers of all sizes and job seekers.
• PayLivery Integrated shipping and secure payment service enabling safe online transactions and premium shipping with tracking for marketplace items. Includes buyer protection with a 48-hour money-back guarantee. Available to marketplace buyers and sellers.
• willShop Business shop solutions for commercial sellers providing customized packages and offerings for professional marketplace sellers on the willhaben platform.
• Digital Advertising Digital advertising solutions for businesses looking to promote their products and services on the willhaben platform, leveraging its large Austrian user base.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kleinanzeigen (formerly eBay Kleinanzeigen): Kleinanzeigen is Germany's leading C2C and B2C classifieds marketplace, with the same horizontal marketplace model covering general goods, real estate, vehicles, and jobs. It is the most directly comparable European classifieds peer and shares Adevinta ownership history.
• Marktplaats: Marktplaats is the Netherlands' leading C2C classifieds marketplace, also historically under Adevinta. It mirrors willhaben's horizontal multi-vertical model (general, real estate, vehicles, jobs) and offers a directly comparable per-country classifieds benchmark.
• Subito: Subito is Italy's leading classifieds platform, also owned by Adevinta. It shares the same horizontal C2C marketplace structure, advertising-led monetization, and country-specific operating model as willhaben.
• Immoscout24 Austria: Immoscout24 is Austria's leading dedicated real estate portal and directly competes with willhaben's Immobilien vertical. Both monetize real estate listings from agents and developers and offer overlapping property-search tools to Austrian buyers and renters.
• Autoscout24 Austria: Autoscout24 is a leading European vehicle marketplace with a strong Austrian presence, competing directly with willhaben's Auto & Motor vertical. Both monetize dealer and private vehicle listings and offer similar search and dealer tools.
• karriere.at: karriere.at is one of Austria's leading job boards and a direct competitor to willhaben's Jobs vertical. Both monetize employer job postings in the Austrian market and target similar SMB and enterprise recruiter segments.

Emerging players

• Vinted: Vinted is a leading European C2C fashion marketplace with strong Austrian adoption. It overlaps directly with a major share of willhaben's Marktplatz listings (fashion, kids, accessories) and offers free listings with integrated shipping, posing a focused competitive threat in the highest-volume category.
• Immowelt: Immowelt operates an Austrian real estate portal that overlaps with willhaben Immobilien, serving similar agents and buyers. It is a focused vertical competitor with comparable property listing and search functionality.

Broad incumbents

• Facebook Marketplace: Facebook Marketplace is a global horizontal C2C marketplace with massive built-in social traffic and zero listing fees. It competes with willhaben across general goods, vehicles, and rentals, and is the primary free-listing alternative for Austrian consumers.
• willhaben's sister Adevinta brands (e.g., mobile.de, leboncoin): Leboncoin and mobile.de are Adevinta's larger European classifieds brands in France and Germany. They share willhaben's horizontal C2C playbook at much greater scale and represent the broader Adevinta peer benchmark for monetization, product, and unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 willhaben