What eBay Classifieds Group does

eBay Classifieds Group (eCG) was acquired by Adevinta ASA in Q2 2021 for US$9.2 billion, completing the formation of the world's largest online classifieds player in the western world. As part of Adevinta, eCG's former assets now operate under a decentralized, multi-local marketplace model spanning consumer goods, mobility, real estate, holiday rentals, and jobs verticals across 12 countries in Europe and Latin America, fronted by iconic local brands such as leboncoin, mobile.de, Marktplaats, Kijiji, and OLX. The unified platform reaches approximately 120 million monthly active users and 2.5 billion monthly visits, serving both individual consumers trading second-hand goods and over one million businesses — primarily automotive dealers and real estate professionals — through subscription and listing services.

The underlying technology stack combines AI-driven personalization and pricing tools with integrated payment and shipping capabilities, executing a deliberate strategic shift from listing-only classifieds toward full-stack transactional recommerce. AI components tailor content and recommendations across the 120-million-user base and help listers price items accurately, while transaction services target 100% coverage of general goods categories by 2025. Distribution is digital-first, with over 90% of user interactions occurring on self-serve platforms, supplemented by specialized direct sales teams serving automotive and real estate professionals.

Revenue is generated through three primary streams: B2B professional subscriptions (~65% of turnover, including the Pro-Partner 360 tier), C2C transactional fees (~20%, with a targeted 15% C2C volume CAGR through 2027), and display advertising (~15%). Following Blackstone's and Permira's €14 billion take-private of Adevinta in late 2024, eCG's portfolio now operates under private ownership with a €150 million-plus cost synergy program and a 40–45% management EBITDA margin target by 2026, positioning the combined entity to reinvest in product expansion, AI depth, and circular-commerce branding initiatives such as 'The Great Rehome.'

Name

eBay Classifieds Group

Legal name

eBay Classifieds Group

Website

https://ebayclassifiedsgroup.com

Company type

Private

Founded year

2005

Operating status

Acquired

Headcount range

1,001–5,000 employees

Short description

eBay Classifieds Group, acquired by Adevinta in 2021 for $9.2B, now operates as part of a multi-local online classifieds portfolio spanning consumer goods, mobility, real estate, holiday rentals, and jobs across 12 countries, serving 120 million monthly active users and over one million businesses.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplaces

NAICS

Used Merchandise Retailers (459510), General Merchandise Retailers (455), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Auction-based Generalist Marketplaces (CRAFAAAC)

akta.pro secondary industries

Home, Furniture & Appliances C2C (CRAFAKAD), Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

Keywords

• Online classifieds platforms
• Consumer marketplaces
• Automotive classifieds
• Real estate listings
• Recommerce marketplaces

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. B2B Subscriptions: Professional subscription tiers for automotive dealers, real estate agents, and other business users, providing premium listing placements, analytics, and enhanced visibility features. Constitutes approximately 65% of company turnover.
2. C2C Transactional Fees: Transaction-based fees charged to consumer-to-consumer sellers on the marketplace platforms. Constitutes approximately 20% of turnover, with the company targeting 15% C2C volume CAGR growth through 2027.
3. Display Advertising: Digital advertising placements on marketplace platforms serving both B2B and brand advertisers. Constitutes approximately 15% of turnover.

Distribution channels2 records

Marketing channels5 records

Core offering

eBay Classifieds Group operates online classifieds marketplace platforms spanning consumer goods, mobility, real estate, holiday rentals, and jobs verticals. The portfolio, now part of Adevinta following a US$9.2 billion acquisition in Q2 2021, includes iconic local brands such as leboncoin, mobile.de, Marktplaats, Kijiji, and OLX serving 120 million monthly active users across 12 countries in Europe and Latin America. The platforms connect individual consumers and professional sellers through AI-driven personalization, integrated payment, and shipping capabilities.

Product overview

eBay Classifieds Group was acquired by Adevinta in Q2 2021 for US$9.2 billion, creating the world's largest online classifieds player. The portfolio operated as part of Adevinta's multi-local marketplace model spanning consumer goods, mobility, real estate, holiday rentals, and jobs verticals across European and Latin American markets. Following Adevinta's €14 billion privatization in late 2024 led by Blackstone and Permira, the combined entity transitioned to private ownership with a strategic focus on shifting from classified listings toward full transactional recommerce services.

Differentiator

Problem solved

Functional benefit

Products and services

• Leboncoin Leading French online classifieds marketplace for consumer goods, real estate, vehicles, and job listings, serving one of the largest markets in the Adevinta portfolio.
• mobile.de German online vehicle marketplace serving automotive dealers and individual car buyers/sellers with premium subscription tiers.
• Marktplaats Dutch online classifieds platform for second-hand goods, vehicles, and services across the Netherlands.
• Kijiji Online classifieds platform operating in multiple countries for local listings of goods, services, and jobs.
• OLX Online classifieds marketplace operating across multiple emerging markets in Latin America and other regions.
• Kleinanzeigen German online classifieds platform for second-hand goods and local services, originally part of eBay Classifieds Group.
• Subito Italian online classifieds marketplace for jobs, real estate, vehicles, and consumer goods.

Quantifiable outcome

• 30 million new listings generated in a single quarter from 'The Great Rehome' campaign
• +3 more outcomes

Named customers2 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

Feature3 records

Partnerships

One partnership is on record.

• DeloittecoreImplementation/ SI/ Consulting Partner · 1 January 2021Deloitte supported Adevinta's integration of eBay Classifieds Group post-acquisition across multiple functions including HR, Finance, Procurement, and Technology. Six months post-close, Adevinta reported being ahead of synergy targets with Deloitte's support.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mercari: Japan-headquartered C2C mobile marketplace with US operations (Mercari), offering a similar horizontal second-hand goods platform. Comparable in mobile-first consumer UX and C2C transactional model, though smaller and geographically concentrated.
• Avito: Russia's leading horizontal classifieds platform, operating across goods, real estate, jobs, and auto verticals. Closely comparable in business model and vertical breadth, though geographically limited and subject to sanctions-related disruption.
• OfferUp: US-focused mobile C2C marketplace with local meetup and shipping options, offering a similar horizontal second-hand goods model. Comparable in mobile-first approach and target use cases, though concentrated in North America.
• Vinted: European C2C recommerce marketplace focused on fashion, with a similar full-stack transactional model including integrated shipping and buyer protection. A direct competitor in the second-hand goods vertical and a benchmark for the recommerce transition that Adevinta is pursuing.
• OLX: Originally a separate classifieds player, OLX was merged into Adevinta's portfolio via the eCG acquisition. Continues to operate as a leading horizontal C2C marketplace in Latin America, Eastern Europe, and other emerging markets under Adevinta's ownership and provides direct comparability for emerging market classifieds dynamics.
• Craigslist: The original and still-largest pure classifieds platform in the US, operating a similar horizontal C2C marketplace model across jobs, housing, goods, and services. Directly comparable in business model (free/cheap listings with minimal monetization) though much less developed internationally.

Emerging players

• Rightmove: UK-leading vertical real estate portal with subscription model for estate agents, comparable to eCG's real estate professional segment. Represents the vertical-specialization threat in real estate and a benchmark for B2B subscription monetization in property verticals.
• AutoScout24: European vertical specialist in online automotive marketplaces, directly competing with eCG's mobile.de and auto verticals. Comparable as a destination for automotive classifieds and dealer subscriptions, representing the vertical-specialist competitive threat to Adevinta's horizontal play.

Broad incumbents

• Facebook Marketplace: Meta's horizontal C2C marketplace embedded in the world's largest social network. Competes directly for local second-hand goods listings and transactions, leveraging social graph distribution that eCG/Adevinta cannot match, though with weaker vertical depth in automotive and real estate.
• eBay: The former parent of eBay Classifieds Group and a major C2C and B2C marketplace operator globally. Overlaps in second-hand goods and collectibles categories, but operates a more transactional inventory-led model rather than the classifieds/hybrid approach of eCG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ebayclass

Revenue estimate

Valuation estimate

Number of profiles

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 eBay Classifieds Group