eHorses
eHorses (ehorses GmbH & Co. KG), founded 1999 in Germany, operates Europe's largest online horse-selling marketplace, connecting breeders and private sellers with buyers across 10+ countries via a classifieds platform monetized through freemium listings, pay-per-ad upgrades, and Premium Plus subscriptions.
- Company typePrivate
- Founded1999
- HeadquartersGeorgsmarienhütte, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What eHorses does
eHorses (legal entity: ehorses GmbH & Co. KG) operates Europe's largest online horse-selling marketplace, founded in 1999 and headquartered in Georgsmarienhütte, Germany. The platform connects individual breeders, private sellers, and stud farms with buyers across 10+ countries, including Germany, Austria, Switzerland, Italy, Poland, the United Kingdom, Belgium, the Netherlands, Spain, France, and the United States. As of recent disclosures, the marketplace carried 17,397+ active listings, reported 1.6 million monthly visits, 16+ million monthly page impressions, and approximately 422 horses sold and 252 new ads posted per day, equating to roughly one horse sold every 20 minutes. Native iOS and Android applications extend access beyond the desktop web property, and official partnerships with leading European breeding associations (Hannoveraner, Holsteiner, KWPN, Oldenburger, Westfalen, Trakehner) anchor pedigree-verified supply.
The product is a classifieds-style two-sided marketplace with category browsing and advanced filtering (by discipline, breed, pedigree, price, location) rather than a discovery or auction platform. Monetization is built on three tiers: a freemium basic ad posting layer, a pay-per-ad model with visibility and duration upgrades, and a Premium Plus subscription sold on a 12-month minimum term that bundles higher placement and richer listing features. The company is privately held, bootstrapped with no disclosed external funding rounds, and operates with a lean team of 1–10 employees under manager Lena Büker.
Go-to-market is product-led: organic SEO in equestrian search terms drives the bulk of buyer traffic, while breeding-association partnerships and a multilingual localized footprint drive seller acquisition. The platform does not intermediate payments or fulfillment and does not hold inventory; revenue is therefore tied directly to listing volume, ad conversion, and Premium Plus subscription penetration rather than GMV-transactional take rates.
eHorses firmographics
Firmographics- Name
- eHorses
- Legal name
- ehorses GmbH & Co. KG
- Website
- https://ehorses.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- eHorses (ehorses GmbH & Co. KG), founded 1999 in Germany, operates Europe's largest online horse-selling marketplace, connecting breeders and private sellers with buyers across 10+ countries via a classifieds platform monetized through freemium listings, pay-per-ad upgrades, and Premium Plus subscriptions.
- Ownership category
- akta.pro rank
eHorses industry classification
Industry- Product category
- Online Horse Marketplace
- akta.pro primary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where eHorses is headquartered
LocationHeadquarters
- HQ city
- Georgsmarienhütte
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
eHorses business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Basic Advertising: Free advertising for basic sellers posting horse listings, attracting a large user base to the platform.
- Premium (Plus) Subscription: Subscription-based premium service offering unlimited advertisements, professional sales tools, extensive statistical evaluation, unlimited ad duration, personal equestrian-experienced service, and commission-free international sales. Minimum 12-month contract with monthly or annual billing options.
- Additional Chargeable Services: Individual paid options for ads including special listing options like highlighting, Page-1 placement for extra visibility above regular search results.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Basic Free Tier - Free advertising for sellers with limited listings |
| Subscription | Annual | Premium (Plus) - Unlimited ads with professional sales tools and commission-free international sales |
| Unit Pricing | Pay-as-you-go | Additional Ad Options - Special listing features like Page-1 placement |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
eHorses product offering
Product offeringCore offering
eHorses operates an online marketplace connecting horse buyers and sellers globally, offering free basic listings and a Premium subscription with professional sales tools. The platform aggregates listings across 10+ country-specific localized domains, supported by mobile apps on iOS and Android for on-the-go browsing and listing management.
Product overview
ehorses operates as a comprehensive online horse marketplace platform with multiple integrated services. The core product is the ehorses Horse Market, a B2C and C2C marketplace connecting horse buyers and sellers globally with over 17,000 horse listings. The platform also includes a Marketplace/Classified Ads section for horse equipment, properties, and services. Paid tiers include Premium Seller and Premium Plus Seller subscriptions offering enhanced visibility and professional tools. Additional offerings include a mobile app (iOS/Android), editorial magazine content, and pay-per-ad options like Page-1 Ad placement. The platform operates across multiple country-specific domains including Germany, Austria, Switzerland, Italy, Poland, UK, Netherlands, Spain, France, and the US, with the company based in Georgsmarienhütte, Germany since 1999.
Differentiator
Problem solved
Functional benefit
Products and services
- ehorses Horse Market Core online marketplace connecting buyers and sellers of horses globally. Allows users to list horses for sale, browse listings with advanced search filters (breed, type, suitability, sex, price, age, height, color, discipline, training level), and communicate with sellers across multiple horse categories including sport horses, ponies, foals, embryos, stallions at stud, and various disciplines such as dressage, show jumping, western riding, vaulting, and leisure.
- ehorses Classifieds General classified advertising section covering horse-related equipment, properties, and services. Includes categories for horse tack and equipment, rider apparel and gear, stable equipment and supplies, horse trailers and carriages, farm equipment, horse properties, job advertisements, livery yards, equestrian vacations, and other animals.
- ehorses Mobile App (iOS and Android) Mobile application available on Apple App Store (iOS) and Google Play Store (Android) enabling users to browse horse listings, manage advertisements, create and manage listings, and receive notifications on mobile devices.
Quantifiable outcome
- 16+ million page impressions per month
- +2 more outcomes
Companies that use eHorses
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
eHorses technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
eHorses partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor and core.
- Dressurpferde Leistungszentrum LodbergenminorDressage horse performance center specializing in training and selling dressage horses. Partnership provides mutual visibility and credibility in the dressage segment.
- Gestüt SpreheminorReputable German stud farm breeding warmblood horses. Partnership provides access to quality breeding stock listings.
- Hannoveraner VerbandcoreHanoverian Horse Association - one of the world's oldest and most prestigious warmblood breeding associations. Key partnership for legitimacy in the sport horse market.
- Holsteiner VerbandcoreHolsteiner Horse Association - major German warmblood breeding organization specializing in show jumping bloodlines.
- KWPNcoreRoyal Dutch Sport Horse Association - Netherlands-based warmblood registry. Key partnership for Dutch horse market access.
- Oldenburger VerbandcoreOldenburg Horse Breeders Association - major German warmblood registry. Partnership provides access to quality Oldenburg breeding stock.
- Paul SchockemöhlecoreWorld-renowned German stud and horse dealer founded by Paul Schockemöhle. Major commercial partner with high-value horse inventory.
- PonyforumminorOnline pony community and marketplace. Partnership for pony segment visibility and engagement.
- Trakehner VerbandcoreTrakehner Horse Association - prestigious German sport horse breed registry. Partnership for Trakehner breed segment.
- Westfälisches PferdestammbuchcoreWestphalian Horse Breeding Association - major German warmblood registry. Partnership provides Westphalian breed legitimacy.
- SosathminorGerman horse breeding and sales operation. Partnership for commercial breeder visibility.
- EkestrianminorHorse breeding and sales platform. Partnership for additional breed visibility.
- ESHAminorEuropean Sport Horse Association. Partnership for international sport horse network.
- Grand Prix SalesminorHigh-value horse sales operation specializing in Grand Prix-level dressage and jumping horses.
- Irish Sport EquineminorIrish sport horse breeders and sellers. Partnership for Irish horse market access.
- Dansk VarmbloodminorDanish Warmblood Association. Partnership for Danish warmblood breed segment.
- NijhofminorDutch warmblood breeding and sales operation. Partnership for premium Dutch horse inventory.
- ZangersheidecoreBelgian warmblood registry and stud farm. Key partnership for Zangersheide breed and international sport horse market.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
eHorses competitors and assessment
Company assessmentDirect peers
- EquineNow: One of the largest US-based online horse marketplaces offering classified listings for horses for sale by breed, discipline, and location. Directly comparable to eHorses in product model (classifieds + premium features) and serves a similar two-sided buyer/seller audience in the equestrian vertical.
- HorseClicks: US-based online horse classifieds marketplace with listings across breeds, disciplines, and price ranges, plus premium seller features. Closely comparable to eHorses as a specialist horse marketplace monetizing through subscriptions and featured listings.
- DreamHorse: Long-standing US horse classifieds platform with searchable listings by breed, discipline, and location, plus auction functionality. Directly comparable to eHorses in vertical specialization, listing volume, and C2C/B2C marketplace model.
- ChevalAnnonces: Leading French online horse marketplace with classified listings and premium seller options. Directly comparable as a European-language horse marketplace targeting the same buyer/seller audience as eHorses' French localized domain.
Regional players
- HorseDeals: Ireland-based online horse marketplace specializing in sport horses, eventers, and Irish sport horses. Comparable to eHorses in vertical focus and marketplace model, but regional to Ireland/UK rather than pan-European.
Broad incumbents
- Marktplaats: Netherlands' largest generalist C2C classifieds platform, with a sizable horse and pony category. Comparable to eHorses as a marketplace destination but operates as a broad generalist rather than equestrian specialist; competes for free-tier supply.
- Leboncoin: France's dominant generalist classifieds platform with active horse, equipment, and property categories. Competes with eHorses for casual French sellers but lacks specialist equestrian features, partnerships with breed registries, and trust positioning.
- Quoka: Major German generalist classifieds platform with a horse and equestrian category. Comparable to eHorses as a marketplace but operates across all verticals without equestrian specialization or breed-association partnerships.
- Subito: Italy's leading generalist classifieds platform with horse and equestrian listings. Competes for casual sellers in the Italian market but lacks specialist equestrian features, premium subscriptions, and breed-association depth of eHorses.
Emerging players
- Cavadeos: French equestrian media and marketplace site covering sport horses, breeding, and competition news with associated listings. Comparable to eHorses' French operations as a specialist equestrian destination but smaller scale and more media-led than marketplace-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
eHorses social profiles
Digital presenceeHorses financial estimates
Financial estimateRevenue estimate
Valuation estimate
eHorses leadership team
Management profileNumber of profiles
Profiles1 record
eHorses funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eHorses M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about eHorses
What does eHorses do?
eHorses operates an online marketplace connecting horse buyers and sellers globally, offering free basic listings and a Premium subscription with professional sales tools. The platform aggregates listings across 10+ country-specific localized domains, supported by mobile apps on iOS and Android for on-the-go browsing and listing management.
Is eHorses a public or private company?
eHorses is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was eHorses founded?
eHorses was founded in 1999. It employs 11 to 50 people.
Where is eHorses based?
eHorses is headquartered in Georgsmarienhütte, Germany, in the Europe region.
How does eHorses make money?
Three revenue lines are on record. Basic Advertising is the primary driver. The others are premium (Plus) Subscription and additional Chargeable Services.
Who are eHorses's main competitors?
Direct peers on record are EquineNow, HorseClicks, DreamHorse and ChevalAnnonces. HorseDeals is listed as a regional player. Broad incumbents are Marktplaats, Leboncoin, Quoka and Subito. Cavadeos is listed as an emerging player.
Does eHorses have an API?
No public API is recorded for eHorses.
What industry is eHorses in?
eHorses's product category is Online Horse Marketplace. Its primary akta.pro industry code is CRAFAAAC, Auction-based Generalist Marketplaces.