What Wayke does

Wayke Sweden AB is a privately held online automotive marketplace founded in 2017 and headquartered in Stockholm. The company operates a curated digital platform (wayke.se) connecting Swedish car buyers with authorized dealers, restricting listings to 'only controlled and approved cars' as a trust differentiator. The platform lists vehicles from 123+ automotive brands, supports a national geographic search across Swedish cities, and offers three core product surfaces: a marketplace search experience, a free sell-to-dealer service that solicits competitive dealer bids, and a digital end-to-end purchase flow called K.p Online that allows buyers to reserve and complete a vehicle purchase through the platform with dealer approval. Complementary products include a car valuation tool, an editorial content hub with test drives and market news, dealer-facing inventory management portals (dealer.wayke.se and partner.wayke.se), and a Folksam-powered insurance mediation add-on.

Under the hood, Wayke's technology stack consists of a web and mobile marketplace with a search and filtering system spanning brand, model, price, mileage, fuel type, and location attributes, an SEO-optimized listing architecture that drives organic acquisition, and dedicated dealer and partner portals. The company is led by CEO Patrik Settlin and operates with a lean 1-10 person team.

Wayke's business model is a two-sided marketplace monetized primarily on the dealer side. The consumer side is free: private sellers list cars at no cost, buyer accounts are free, and the valuation tool is free. Revenue is generated from dealers through listing fees, commissions on completed transactions, and advertising or premium placement, with insurance mediation commissions from Folksam representing an emerging adjacent revenue stream. The December 2025 report that Blocket, the dominant Swedish marketplace, is facing dealer and buyer dissatisfaction positions Wayke as a credible domestic alternative in a single-country, single-language market.

Name

Wayke

Legal name

Wayke Sweden AB

Website

https://wayke.se

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Wayke is a Stockholm-based online automotive marketplace connecting Swedish car buyers with authorized dealers across 123+ brands, offering a digital purchase flow, free sell-to-dealer service, car valuation, and Folksam-powered insurance mediation, monetized via dealer listing fees and advertising.

Ownership category

akta.pro rank

Product category

Online Automotive Marketplace

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (44112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Automotive Vehicles & Parts C2C (CRAFAKAE)

Keywords

• Online car marketplace
• Used car platform
• Automotive classifieds
• Dealer inventory listings
• Vehicle valuation tool

Headquarters

HQ city

Stockholm

HQ country

Sweden

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. Dealer Listing/Commission Fees: Wayke charges car dealers to list vehicles on the platform and likely takes a commission or listing fee for vehicles sold through the marketplace. The platform serves as an intermediary between dealers and private buyers, monetizing through transaction-based fees from the dealer side.
2. Dealer Advertising: Dealers and automotive businesses advertise through Wayke's platform, likely paying for premium placement, featured listings, or advertising packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Wayke operates an online automotive marketplace in Sweden that aggregates vehicle inventory from authorized dealers across 123 car brands and presents it to private buyers through a searchable, filterable web platform. Consumers can browse, valuate their own car, and complete purchases online through a Köp Online flow, while private sellers can list their car free of charge and receive competing bids from dealers. The company also runs dealer-facing portals for inventory management and an insurance mediation add-on.

Product overview

Wayke is a Swedish online automotive marketplace that operates as a platform connecting car buyers with authorized dealers. The core offering is a search-based marketplace (Köp bil) where consumers browse and purchase new and used vehicles from verified Swedish dealers, supported by detailed vehicle listings, dealer ratings, and an online purchase flow (Köp Online). Complementary services include a free sell-to-dealer service (Sälj bil till handlare) where private sellers receive competitive dealer bids, a car valuation tool (Värdera bil), and editorial content through articles and test drives (Artiklar). Wayke also provides dealer-facing tools via Handlarlogin and Wayke Partner portals for inventory management, and insurance mediation as an add-on financial service. The platform lists over 123 different car brands and spans a wide geographic footprint across Swedish cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Köp bil (Buy Car) – Marketplace Search Search-based automotive marketplace where Swedish private buyers browse new and used cars from verified dealers, with filters for make, model, price, mileage, location, fuel type, and other vehicle attributes.
• Sälj bil till handlare (Sell Your Car to a Dealer) Free service allowing private sellers to enter their car registration number and mileage to receive competing bids from selected dealers, with no obligation to accept.
• Värdera bil (Car Valuation) Vehicle valuation tool that estimates a car's worth based on registration number and mileage inputs, supporting both buying and selling decisions.
• Köp Online (Buy Online) Digital end-to-end purchase flow that lets consumers reserve and prepare the purchase of a car online through Wayke, with a binding agreement only formed once the dealer accepts the buyer's offer.
• Bilförsäkringsförmedling (Insurance Mediation) Insurance mediation service on the Wayke platform that facilitates car insurance products from providers such as Folksam (e.g., Rivstart Bilförsäkring) to car buyers.

Quantifiable outcome

• Increased dealer interest following Blocket's market difficulties

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bilweb: Bilweb is a Swedish online automotive marketplace focused on dealer and private vehicle listings. It competes head-to-head with Wayke in Sweden for dealer inventory and buyer traffic.
• Blocket: Blocket is Sweden's dominant online classifieds marketplace for vehicles and goods. It is Wayke's most direct competitor in Sweden and the incumbent Wayke is actively trying to displace following Blocket's reported market difficulties.
• Carwow: Carwow is an online car marketplace that helps consumers buy new and used cars from verified dealers through a digital purchase flow. It shares Wayke's dealer-to-consumer model and end-to-end online purchase capability, though Carwow is based in the UK.
• Kvdbil: Kvdbil is a Swedish online vehicle auction and marketplace owned by KVD. It operates as a marketplace channel between dealers and consumers in Sweden, comparable to Wayke though with a stronger auction/wholesale orientation.
• Bytbil: Bytbil is a Swedish online automotive marketplace with a long history in the country, listing vehicles from dealers and private sellers. It is a direct domestic competitor to Wayke in the Swedish online car marketplace category.

Broad incumbents

• Mobile.de: Mobile.de is Germany's leading online vehicle marketplace, part of the larger European classifieds ecosystem. It is a comparable broad automotive marketplace model though operating primarily in Germany rather than Sweden.
• Auto1 Group: Auto1 is a European online used car platform operating across multiple markets with both B2B (Auto1.com) and B2C brands. It is a comparable end-to-end online car buying platform though with far larger scale and capital base.
• AutoScout24: AutoScout24 is Europe's largest online automotive marketplace, operating across multiple countries including Sweden. It competes with Wayke for dealer relationships and buyer attention as a broad incumbent rather than a Sweden-only specialist.
• Cars.com: Cars.com is a large US online automotive marketplace connecting car shoppers with dealers. It shares Wayke's dealer-to-consumer marketplace and trust-based positioning, though at much greater scale in a different geography.
• CarGurus: CarGurus is a global online automotive marketplace that connects dealers with buyers using pricing transparency and dealer ratings. It shares Wayke's dealer-to-consumer marketplace model and trust/verification angle, though it operates at much greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCf8UIEXyca2ubmYg3o-xIkg
• Facebookfacebook.com/waykese
• LinkedInlinkedin.com/company/wayke
• Instagraminstagram.com/wayke.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wayke