What KupujemProdajem does

KupujemProdajem is a Serbian online C2C and B2C classifieds marketplace founded in 2007 and operated under Dutch holding company Quable B.V. The platform enables individual users and small businesses to post free listings across more than 60 categories — including real estate (58,670 listings), automobiles (13,105), tools (170,972), auto parts (1,783,307), home decoration, furniture, agriculture, and sports — and to communicate via KP Messages, schedule courier pickup, and complete transactions through KP Prepaid. The marketplace is the most recognized consumer-to-consumer buying and selling platform in Serbia and has accumulated over 3.5 million total listings.

The product portfolio extends beyond the core classifieds platform into a layered ecosystem of complementary modules. KP Izlozi (kpizlog.rs) provides SMB sellers with branded storefronts and built-in analytics tracking visits, page views, and time on page. Zlatni Oglas (Gold Ad) is the premium promotion product, purchased through KP Prepaid credits, that boosts listing visibility. KP Courier Scheduling, KP Messages, and a seller-rating system support end-to-end transactions. Supporting sub-brands include the KP Blog (seller education and platform news), KP Knjige (a publishing imprint producing titles such as 'Medvedi na putu' by founder Bojan Leković), KP Karijere (a career portal hosting recruitment for AI, QA, backend, and design roles), and KP Preporučuje (cross-promotion of KP services). The platform is web-based only, with no native app and no public API.

KupujemProdajem operates a freemium, product-led growth model. Basic ad posting is free; revenue is generated through premium ad promotions (Zlatni Oglas), KP Prepaid credit sales, and personalized advertising displayed across the platform. The customer base consists of individual consumers (C2C) and SMB sellers (B2C), with a horizontal segmentation approach spanning all major classifieds verticals. The company is bootstrapped, privately held under Quable B.V. (Netherlands), with operational offices in Belgrade, Novi Sad, and Niš (Serbia) and a headcount of 11–50 employees. The founder and CEO is Bojan Leković. No external institutional funding, acquisitions, or geographic expansion beyond Serbia are evidenced.

Name

KupujemProdajem

Legal name

Quable B.V.

Website

https://kupujemprodajem.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

KupujemProdajem is Serbia's leading C2C and B2C online classifieds marketplace, operated by Quable B.V., with 3.5M+ listings across 60+ categories and an ecosystem of storefronts, promotions, and courier services for individual sellers and SMBs.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplace

NAICS

All Other Miscellaneous Retailers (45999)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Rentals & Lending (P2P) Marketplaces (CRAFAKAJ)

Keywords

• Online classifieds marketplace
• Consumer-to-consumer listings
• Premium ad promotions
• Seller storefronts
• Classified advertising platform

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Premium Ad Promotions (Zlatni Oglas): Optional premium ad placement service (Zlatni Oglas) for increased visibility. Users can purchase prepaid credits (KP Prepaid) for promotions.
2. Advertising: Platform displays personalized advertising and promotional content to users.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

KupujemProdajem operates a Serbian online classifieds marketplace where individual users and small businesses post listings across 60+ categories (real estate, automobiles, electronics, tools, jobs, services). The core platform is free to use, with monetization through paid premium ad promotions (Zlatni Oglas), advertising, and KP Prepaid credits. Complementary services include KP Izlozi branded storefronts, KP Messages communication, KP Courier scheduling, and the KP Knjige publishing imprint.

Product overview

KupujemProdajem is a single-platform classifieds marketplace operated by Quable B.V. (Netherlands), offering a comprehensive suite of buy-and-sell tools. The core offering is the KupujemProdajem Marketplace Platform, a C2C classifieds website supporting 60+ categories including real estate (58,670 listings), automobiles (13,105 listings), tools (170,972 listings), and jobs. The platform's value proposition is extended through complementary modules: KP Prepaid/Zlatni Oglas for premium ad promotion, KP Izlozi for branded storefronts with analytics, KP Blog for seller education, KP Knjige for publishing, and courier scheduling integration. The product portfolio is unified around facilitating peer-to-peer transactions in Serbia.

Differentiator

Problem solved

Functional benefit

Brands

• KP Izlozi: Online storefronts/shows for KP sellers to showcase their products
• KP Blog
• KP Knjige
• KP Karijere
• KP Preporucuje
• Zlatni Oglas

Products and services

• KupujemProdajem Marketplace Platform
• Zlatni Oglas (Gold Ad Promotion)
• KP Izlozi (Storefronts)
• KP Courier Scheduling
• KP Knjige (KP Books)

Quantifiable outcome

• Over 3.5 million+ total listings across all categories

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Subito: Italy's major horizontal classifieds platform covering real estate, vehicles, jobs, and general goods — closely mirrors KP's category breadth and monetization structure in a European market context.
• Njuškalo: Croatia's leading C2C classifieds marketplace operates a near-identical horizontal model to KupujemProdajem across real estate, vehicles, and goods, making it the most structurally comparable peer in the Western Balkans.
• Marktplaats: Netherlands' leading C2C classifieds marketplace, operated by Adevinta. Notably relevant given KP's Dutch corporate parent (Quable B.V.) and similar horizontal free-listing + premium-promotion model.
• Bazar.bg: Bulgaria's primary horizontal C2C classifieds marketplace. Comparable model and similar Eastern European market dynamics, useful as a regional benchmark for KP's expansion potential.

Broad incumbents

• Kleinanzeigen: Germany's largest classifieds marketplace (formerly eBay Kleinanzeigen) operated by Adevinta. A broad incumbent with overlapping C2C functionality and premium ad promotions, though at materially larger scale.

Emerging players

• Avito: Russia's dominant horizontal C2C classifieds platform with a similar broad-category model, premium promotion tiers, and integrated communication — a useful proxy for what a scaled Serbian marketplace could become.

Direct peers

• Polovni Automobili: Leading Serbian vertical for used vehicles; a long-standing specialist that siphons high-intent automotive buyers and sellers from KP's Automobili category.
• OLX: OLX operates the dominant global horizontal classifieds marketplace and runs an active OLX Serbia (olx.rs) site competing head-to-head with KupujemProdajem across all major categories including real estate, vehicles, and consumer goods.
• Mojauto: Serbian vertical marketplace focused on new and used vehicles. Competes directly with KP's auto category with deeper automotive-specific inventory data, financing tools, and dealer integrations.
• Facebook Marketplace: Meta's integrated C2C marketplace embedded in Facebook's social graph offers free listings with massive distribution; directly competes for the same Serbian buyers and sellers with no listing fees.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 KupujemProdajem