What Deine-Tierwelt.de does

Deine-Tierwelt.de, operated by DeineTierwelt and headquartered in Hanover, Germany, is a web-based online classifieds marketplace for pets and pet-related products, founded in 2007. The platform connects private pet owners, registered breeders, animal welfare organizations, and product sellers with buyers across categories including dogs, cats, horses, small animals, birds, aquarium and terrarium pets, farm animals, and accessories. It self-describes as Germany's first pet marketplace and reports approximately 4 million monthly visits and ~200,000 animals placed per year. Search supports category browsing and geographic radius filtering (20–500 km), and listings carry trust signals such as 'Geprüfter Züchter' (verified breeder), 'Geprüfte Identität' (verified identity), and 'Tierschutz' (animal welfare) badges.

The platform's technical differentiator is its proprietary Online-Ident-Verfahren — described as Germany's first online identity verification process for animal sellers — designed to combat illegal puppy trade and fraud, supported by partnerships with VDH (Verband für das Deutsche Hundewesen), the Stoppt Welpenhandel initiative, and IFAW. The product surface extends beyond classifieds to include a Premium-Mitgliedschaft subscription (ad-free posting, featured/TOP placement, permanent discounts), a Geprüfter Anbieter verification program, the 'Pfoten-Klassifizierung' classification system, and a content ecosystem comprising a Magazin, DeineTierwelt TV, a podcast, and a newsletter. A pet insurance referral to cleos.de is integrated into the navigation as an adjacent monetization channel.

DeineTierwelt operates a product-led, self-serve GTM: basic listings are free and the platform is explicitly financed by advertising, with paid features (premium membership, featured/TOP placement) layered on top. The company is private, appears bootstrapped (no funding rounds disclosed), and runs a lean 11–50 person team. Leadership includes CEO Daniel D'Amico. It is recognized as 'Top Onlineplattform 2025' and serves exclusively the German domestic market.

Name

Deine-Tierwelt.de

Legal name

DeineTierwelt

Website

https://deine-tierwelt.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Deine-Tierwelt.de is a German online classifieds marketplace founded in 2007 that connects private owners, breeders, and animal welfare organizations to buy, sell, and rehome pets, monetizing through advertising, premium memberships, and featured listing placements.

Ownership category

akta.pro rank

Product category

Online Pet Marketplace

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

SIC

Services-Advertising (7310)

akta.pro primary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

akta.pro secondary industry

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

Keywords

• Online pet classifieds
• Pet marketplace platform
• Animal rehoming listings
• Breeder verification service
• Pet community network

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: The platform is free for basic classified ad listings and monetized through display advertising. The site explicitly states it is financed by advertising revenue ('DeineTierwelt ist für Dich kostenlos und finanziert sich durch Werbung').
2. Premium Membership: Premium membership offering ad-free posting, permanent discount on premium services, and other benefits. Sellers can upgrade to featured/top placement listings for increased visibility.
3. Premium Listings / Featured Placement: Sellers can pay for premium placement ('TOP' listings) and featured positioning within category search results to increase visibility of their ads.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Deine-Tierwelt.de operates Germany's leading online pet marketplace (Tiermarkt), a web-based classifieds platform that connects private pet owners, registered breeders, and animal welfare organizations with buyers and adopters of dogs, cats, horses, poultry, pigeons, and other animals. The platform differentiates through its proprietary Online-Ident-Verfahren identity verification procedure, supports a Premium-Mitgliedschaft subscription for ad-free posting and discounted premium services, and monetizes free basic listings through display advertising and paid featured "TOP" placements.

Product overview

DeineTierwelt operates as a unified pet marketplace platform (Tiermarkt) offering an online classifieds service for buying, selling, and rehoming animals across multiple categories. The platform's core product is its pet marketplace with integrated category-specific sub-products including pedigree dogs (Rassehunde), pedigree cats (Rassekatzen), ponies and small horses (Ponys & Kleinpferde), chickens and poultry (Hühnerrassen), pigeons (Tauben), finches (Zebrafinken), and cat accessories (Katzenzubehör). The platform differentiates through its proprietary Online-Ident-Verfahren identity verification system. Adjacent offerings include an editorial magazine (Magazin) with buying guides and breed information, a premium subscription membership (Premium-Mitgliedschaft) providing ad-free listings and discounts, and a verified provider program (Geprüfter Anbieter) with breeder and animal welfare organization seals. The company also produces multi-format content including TV, podcast, and newsletter. DeineTierwelt facilitates approximately 200,000 animal adoptions annually across Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• Tiermarkt (Pet Marketplace) Online classifieds marketplace enabling users in Germany to buy, sell, and rehome pets including dogs, cats, horses, small animals, birds, aquarium pets, and farm animals, with category browsing and location-radius search.
• Online-Ident-Verfahren (Online Identity Verification) and Geprüfter Anbieter Siegels Proprietary online identity verification procedure for animal sellers, the first of its kind in the German pet marketplace, plus a verified provider program that grants 'verifizierter Züchter' (verified breeder), 'geprüfte Identität' (verified identity), and Tierschutz seals to build trust and combat illegal puppy trade.
• Premium-Mitgliedschaft (Premium Membership) and TOP Featured Placements Paid subscription offering ad-free listings, permanent discounts on premium services, and additional benefits for sellers, complemented by paid TOP / featured placement in category search results for increased visibility.
• DeineTierwelt Magazin, TV, Podcast & Newsletter Editorial content platform providing pet-related news, buying guides, breed information, and care advice for dogs, cats, and other animals across article, video (DeineTierwelt TV), podcast, and email newsletter formats.
• Rassehunde (Pedigree Dog Listings) Dedicated marketplace section for purebred dog listings covering more than 100 breeds (e.g., Australian Shepherd, French Bulldog, Labrador, Chihuahua), with breeder verification and breed-specific search filters.
• Rassekatzen (Pedigree Cat Listings) Specialized marketplace section for purebred cats including Maine Coon, British Shorthair, Bengal, Ragdoll, and other recognized breeds.
• Ponys & Kleinpferde (Ponies & Small Horses) Dedicated section for pony and small horse sales, featuring breeds such as Shetland, Haflinger, Icelandic Horse, Welsh, and Miniature horses with size and suitability filters.
• Hühnerrassen (Chicken Breeds) Poultry marketplace section for buying and selling chickens and other poultry, including laying hens, ornamental breeds, and hatching eggs.
• Tauben (Pigeons) Bird marketplace section specializing in pigeons including racing pigeons (Brieftauben), fancy pigeons (Rassetauben), and pigeon accessories.
• Zebrafinken (Zebra Finches) Finch marketplace section offering zebra finches and other finch species for hobby bird keepers.
• Katzenzubehör (Cat Accessories) Marketplace sub-category for cat-related products including food bowls, litter boxes, scratching posts, grooming tools, beds, toys, and transport accessories.

Quantifiable outcome

• ~200,000 animals placed per year

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• VDH (Verband für das Deutsche Hundewesen)coreStrategic or Co-development PartnerVDH is Germany's largest and most established dog owners' association. DeineTierwelt partners with VDH to promote responsible dog breeding and ownership. The platform features a VDH logo and dedicated partner page, and VDH-registered breeders can display a VDH badge on their listings. This partnership lends credibility to the platform's breeder verification and animal welfare commitments.
• Stoppt Welpenhandel / Vernunft statt MitleidcoreStrategic or Co-development PartnerDeineTierwelt partners with the 'Stoppt Welpenhandel' (Stop Puppy Trade) initiative to combat illegal and unethical puppy trade. The platform's online identity verification system was developed partly in response to this issue. This partnership signals the platform's commitment to animal welfare and differentiates it from competitors.
• IFAW (Internationaler Tierschutz-Fonds / International Fund for Animal Welfare)minorStrategic or Co-development PartnerIFAW is an international animal welfare organization. DeineTierwelt displays the IFAW logo as a partner, indicating collaboration on animal welfare issues. This partnership adds credibility to the platform's animal welfare positioning.

Scale indicators1 record

Recent moves7 records

Expansion highlights4 records

Direct peers

• eBay Kleinanzeigen: Germany's dominant general classifieds platform, with a very large pets category that competes head-on with DeineTierwelt for both pet listings and pet-product sellers. Same classifieds economics and self-serve GTM, but vastly larger horizontal audience.
• Quoka: Long-standing German classifieds portal with a dedicated pet category, directly competing for animal rehoming and pet-product listings using the same free-plus-premium model. Comparable ad-supported classifieds economics in the same German market.
• Markt.de: German free classifieds marketplace operating in the same product category as DeineTierwelt, with comparable ad-driven revenue and free-plus-premium listing structure. Direct overlap on Tiermarkt and pet accessory categories.
• Tierheim.de: Germany-focused online platform for shelter animals and rehoming, overlapping strongly with DeineTierwelt's animal welfare and shelter listings segment. Direct competitor for adopter attention, though narrower in scope (shelter-only vs. all sellers).

Broad incumbents

• Petfinder: The largest North American pet adoption and classifieds platform, operating the same core model of connecting animal owners, breeders, and shelters with buyers. Functionally the US analogue of DeineTierwelt at much larger scale, useful for benchmarking marketplace mechanics.
• Zooplus: Europe's largest online pet supplies retailer, serving the same German pet owner audience with a different monetization path (e-commerce vs. classifieds). Useful comparison point for monetizing the same demand-side intent through product sales rather than listings.
• Fressnapf: Germany's leading specialty pet retail chain, with a large online presence and a loyalty program reaching millions of German pet owners. Adjacent competitor for pet-product advertising and accessories share of wallet.

Emerging players

• Adopt-a-Pet: US-based non-profit pet adoption platform with comparable marketplace model focused on connecting shelters and pet owners. Comparable scope in terms of categories served, but smaller scale and US-only geography.
• mein-kleintiermarkt.de: German online classifieds portal focused on small animals, birds, and accessories, overlapping with several of DeineTierwelt's sub-categories (Kleintiere, Vögel, Aquaristik, Terraristik). Smaller, narrower scope but a like-for-like classifieds competitor in niche segments.

Others

• TASSO e.V. Germany's largest pet registry and lost-and-found database, partly complementary to DeineTierwelt's lost/found category. Not a direct marketplace competitor but an established institutional player with overlapping audience trust and animal welfare positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/DeineTierwelt
• Facebookfacebook.com/deinetierwelt

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 Deine-Tierwelt.de