What edogs does

edogs (legal entity: ehorses GmbH & Co. KG) is a German online marketplace for buying, selling, and rehoming dogs, founded in 2017 as the country's first dedicated platform focused on professional and secure dog transactions. It connects individual dog buyers with verified breeders, animal shelters, rescue organizations, and private sellers across Germany, with the core product (Hundemarkt) offering roughly 22,513 active listings filterable by breed, age, size, price, and postal-code-based proximity. The platform differentiates on safety: it runs daily content moderation to block fraudulent listings, performs identity verification for breeders, and offers free listings to animal shelters (Tierheime) while charging commercial sellers listing and highlighting fees in a freemium model. Beyond the core marketplace, edogs has expanded into adjacent verticals — Hundebetreuung (dog sitting, sharing, and boarding), Hundezubehör (accessories marketplace), edogs Academy (online dog training), and edogs Magazin (editorial content on breeds, insurance, and care guides) — creating a multi-surface pet ecosystem under one brand.

The platform operates a self-serve, product-led go-to-market: sellers register and post listings directly via the web, while buyers browse, filter, and contact sellers through the platform. Underlying technology consists of standard marketplace infrastructure — listing management, search/filter, user verification, and content moderation — with no disclosed AI/ML capabilities. Revenue mechanics are anchored on transaction-style listing fees from commercial sellers, with shelter supply-side subsidized for free to ensure volume and animal-welfare positioning. Marketing is primarily organic and content-driven: SEO-optimized city landing pages, a magazine with podcasts and product tests, social channels (Instagram, Facebook, Pinterest), Trustpilot integration, and earned-media partnerships with regional German publishers (NOZ Medien, Neue Osnabrücker Zeitung, SHZ). The company is led by Managing Director Lena Böcker (Geschäftsführerin), operates with 11–50 employees from Georgsmarienhütte, and benefits from its parent ehorses' 25+ years of online marketplace operating experience.

Name

edogs

Legal name

ehorses GmbH & Co. KG

Website

https://edogs.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pet Marketplace

NAICS

Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (812910)

akta.pro primary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

akta.pro secondary industries

Companion/Specialty Animal Breeding & Genetics Services (non-livestock) (AFAEAJAO), Outdoor / Farm-Style Dog Daycare (HSANAFAL)

Keywords

• Online dog marketplace
• Pet adoption platform
• Dog breeder listings
• Dog care services
• Pet accessories marketplace

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

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

Revenue model

1. Listing fees: Sellers pay to list dogs on the platform. Shelters receive free listings with highlights. Commercial breeders and private sellers likely pay listing fees based on tier.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

edogs operates an online marketplace (edogs.de) where dog buyers and adopters can search and connect with verified breeders, animal shelters, and private sellers across Germany, with approximately 22,513 active listings of puppies, purebred dogs, mixed breeds, stud dogs, and shelter dogs. The platform provides location-based search filters by breed, size, age, and price, plus breeder verification, identity checks, and daily content moderation to combat illegal puppy trade. Complementary services include dog care (sitting, sharing, boarding), a dog accessories marketplace, and online dog training courses via the edogs Academy.

Product overview

edogs is an online dog marketplace platform that connects dog buyers with verified breeders, shelters, and private sellers across Germany. The platform operates as a unified ecosystem comprising the core Hundemarkt (dog marketplace) for listing and finding dogs, supported by complementary services including Hundebetreuung (dog care services like sitting, sharing, and boarding), Hundezubehör (dog accessories marketplace), the edogs Magazin (educational magazine with breed guides and product tests), and the edogs Academy (dog training courses). The platform emphasizes safety through advertiser controls, breeder verification, and shelter support, featuring approximately 22,513 dog listings at any time.

Differentiator

Problem solved

Functional benefit

Products and services

• Hundemarkt (Dog Marketplace) Online marketplace connecting dog buyers and sellers, featuring verified breeders, shelters, and private sellers with listings for purebred dogs, mixed breeds, puppies, stud dogs, and shelter dogs across Germany.
• Hundebetreuung (Dog Care Services) Marketplace section connecting dog owners with dog sitters, dog sharing providers, and dog boarding/pension services.
• Hundezubehör (Dog Accessories Marketplace) Online marketplace section for dog accessories including harnesses, collars, dog clothing, leashes, bowls, and other pet products.
• edogs Academy (Dog Training) Online dog training platform offering courses including puppy courses and leash training, connecting dog owners with training services.

Quantifiable outcome

• 22,513 active dog listings on platform

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Hands4AnimalscoreChannel Partner/ Reseller/ DistributorAnimal rescue organization that lists dogs for adoption on edogs. Multiple dogs from this organization (Ares, Linda, Viva, Ivica, Milla, Stephan, Levi, Bentley, Lolek, Ananda, Nala, Rea, Bob, Sersi) are featured on the platform. The partnership enables rescue dogs to find homes through edogs' marketplace reach.
• NOZ MedienminorGTM or Marketing PartnerRegional media partner that recommends edogs to its audience, providing earned media coverage and brand credibility in Northern Germany.
• Neue Osnabrücker ZeitungminorGTM or Marketing PartnerRegional newspaper that recommends edogs, providing press coverage and credibility in its readership area.
• SHZminorGTM or Marketing PartnerMedia group recommending edogs platform, providing press credibility and regional reach.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Adopt-a-Pet: US-based nonprofit pet adoption marketplace primarily connecting shelters and rescues with adopters. Functionally analogous to edogs' shelter adoption flow and shares the trust-and-verification positioning against general classifieds.
• Petfinder: US-based online pet adoption marketplace (shelter- and rescue-focused) connecting prospective owners with adoptable animals. Same two-sided marketplace mechanics with heavy shelter/rescue orientation and verification emphasis.
• ehorses: Parent company and sister marketplace for horses, operating since 1999. Most directly comparable — same operator (ehorses GmbH & Co. KG), same vertical marketplace model, same verification and listing-fee economics, but applied to horses rather than dogs.
• DeineTierwelt: German online marketplace for companion animals (dogs, cats, horses, small pets) where private sellers, breeders, and shelters list animals. Closest direct competitor in the German pet classifieds category with similar target audience and listing-fee model.

Broad incumbents

• Markt.de: German free classifieds site with a dedicated pet marketplace section. Overlaps with edogs in serving private and hobby breeders seeking maximum reach, but without specialized verification or dog-specific features.
• eBay Kleinanzeigen: Germany's largest general classifieds platform (owned by Adevinta) with a substantial free pet listings section. Not a specialist, but the dominant free alternative that competes for the same buyer and seller attention at much larger scale.
• quoka.de: Major German free classifieds platform featuring a pet category alongside many other verticals. Competes with edogs for casual sellers who prioritize zero listing cost over specialized trust infrastructure.

Others

• Lassie: German digital pet insurance provider that edogs already partners with (visible in the edogs Magazine). Comparable ecosystem adjacency — pet-owner relationship platform — though focused on insurance rather than marketplace transactions.
• VDH (Verband für das Deutsche Hundewesen): German Kennel Club and umbrella association for pedigree dog breeders in Germany. Adjacent rather than directly competitive — VDH certifies breeders that edogs lists, and serves overlapping audiences but does not operate a commercial marketplace.

Regional players

• Tasso e.V. Large German animal welfare organization operating a pet registry and rehoming service. Comparable on the animal welfare and adoption dimension but operates as a nonprofit rather than a commercial marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/edogs.de
• Instagraminstagram.com/edogs.de
• Pinterestpinterest.de/edogsde
• LinkedInlinkedin.com/company/edogs.de

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 edogs