eHorses

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.

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

Product category

Online Horse Marketplace

akta.pro primary industry

Auction-based Generalist Marketplaces (CRAFAAAC)

Keywords

• Horse marketplace
• Equestrian classifieds
• Horse sale listings
• Equine advertising
• Online horse platform

Headquarters

HQ city

Georgsmarienhütte

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Basic Advertising: Free advertising for basic sellers posting horse listings, attracting a large user base to the platform.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Dressurpferde Leistungszentrum LodbergenminorStrategic or Co-development PartnerDressage horse performance center specializing in training and selling dressage horses. Partnership provides mutual visibility and credibility in the dressage segment.
• Gestüt SpreheminorStrategic or Co-development PartnerReputable German stud farm breeding warmblood horses. Partnership provides access to quality breeding stock listings.
• Hannoveraner VerbandcoreStrategic or Co-development PartnerHanoverian Horse Association - one of the world's oldest and most prestigious warmblood breeding associations. Key partnership for legitimacy in the sport horse market.
• Holsteiner VerbandcoreStrategic or Co-development PartnerHolsteiner Horse Association - major German warmblood breeding organization specializing in show jumping bloodlines.
• KWPNcoreStrategic or Co-development PartnerRoyal Dutch Sport Horse Association - Netherlands-based warmblood registry. Key partnership for Dutch horse market access.
• Oldenburger VerbandcoreStrategic or Co-development PartnerOldenburg Horse Breeders Association - major German warmblood registry. Partnership provides access to quality Oldenburg breeding stock.
• Paul SchockemöhlecoreStrategic or Co-development PartnerWorld-renowned German stud and horse dealer founded by Paul Schockemöhle. Major commercial partner with high-value horse inventory.
• PonyforumminorStrategic or Co-development PartnerOnline pony community and marketplace. Partnership for pony segment visibility and engagement.
• Trakehner VerbandcoreStrategic or Co-development PartnerTrakehner Horse Association - prestigious German sport horse breed registry. Partnership for Trakehner breed segment.
• Westfälisches PferdestammbuchcoreStrategic or Co-development PartnerWestphalian Horse Breeding Association - major German warmblood registry. Partnership provides Westphalian breed legitimacy.
• SosathminorStrategic or Co-development PartnerGerman horse breeding and sales operation. Partnership for commercial breeder visibility.
• EkestrianminorStrategic or Co-development PartnerHorse breeding and sales platform. Partnership for additional breed visibility.
• ESHAminorStrategic or Co-development PartnerEuropean Sport Horse Association. Partnership for international sport horse network.
• Grand Prix SalesminorStrategic or Co-development PartnerHigh-value horse sales operation specializing in Grand Prix-level dressage and jumping horses.
• Irish Sport EquineminorStrategic or Co-development PartnerIrish sport horse breeders and sellers. Partnership for Irish horse market access.
• Dansk VarmbloodminorStrategic or Co-development PartnerDanish Warmblood Association. Partnership for Danish warmblood breed segment.
• NijhofminorStrategic or Co-development PartnerDutch warmblood breeding and sales operation. Partnership for premium Dutch horse inventory.
• ZangersheidecoreStrategic or Co-development PartnerBelgian warmblood registry and stud farm. Key partnership for Zangersheide breed and international sport horse market.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/ehorses.international
• Instagraminstagram.com/ehorses_usa
• LinkedInlinkedin.com/company/ehorses

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 eHorses