What HästNet does

Hästnet, operated by Hästnet Sverige AB (org. nr 559138-8490) and headquartered at Tegnérgatan 1, Stockholm, is Sweden's largest online marketplace for horses and equestrian-related categories. Founded in 1997 and acquired by Pet Media Group in 2019, the platform enables private individuals and equestrian businesses to list and browse horses, horse equipment, rider gear, equestrian services (breeding, training, grazing, stable space, riding trips), vehicles/transport, and farms. The product is a self-serve web marketplace at hastnet.se, with extensive city- and county-level SEO landing pages across all 21 Swedish counties and ancillary content assets including a podcast (HästnetPodden) and digital clinics that together drive top-of-funnel organic traffic.

The platform combines a freemium listing model with paid premium tiers (BOOST, MEDIUM, PRO) and subscription plans, supplemented by transaction fees on marketplace activity processed through Adyen, PayPal, iDeal, Google Pay, and Apple Pay. Trust and safety infrastructure includes manual ad review supplemented by automated tools for animal welfare compliance, optional Onfido-based identity verification, and SSL encryption. Swosh It integration provides standardized contract templates (purchase, saddle, grazing, feed-hosting agreements). Reported scale includes up to 150,000 monthly users and rehoming of thousands of horses annually. Pet Media Group owns parallel pet/animal marketplaces across the UK, Netherlands, Spain, Italy, and the US, giving Hästnet access to a broader pet/animal technology and marketing stack.

Revenue mechanics rely on a hybrid of listing upgrades, subscription plans, and transaction fees rather than a single anchor pricing model. The customer base is highly diversified — no enterprise logos or anchor accounts are disclosed — splitting between individual private sellers and a long tail of equestrian SMBs. The company is privately held, has no disclosed funding rounds, and operates entirely online with no physical retail footprint. Geographic reach is Sweden-primary with stated Nordic exposure (Sweden, Denmark, Norway, Finland), while the parent group's portfolio spans multiple European countries and the US.

Name

HästNet

Legal name

Hästnet Sverige AB

Website

https://hastnet.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Hästnet is Sweden's largest online marketplace for horses, equestrian equipment, rider gear, services, and farms, serving private individuals and equestrian businesses via a freemium model with paid premium listing tiers and transaction fees. Founded 1997, acquired by Pet Media Group in 2019, reaching up to 150,000 monthly users.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplace

NAICS

Support Activities for Animal Production (115210)

akta.pro primary industry

Horse Boarding, Livery & Stable Operations (AFAEAGAG)

akta.pro secondary industry

Training, Stables & Equine Services (MPAEADAI)

Keywords

• Online horse marketplace
• Equestrian classifieds
• Horse listings platform
• Equestrian equipment sales
• Horse rehoming services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Basic Listing (Free): Free basic listing for private individuals to post horse, equipment, service, and farm for sale. Basic use of the website is free, though data costs from telecom operators apply to the user.
2. Premium Ads & Featured Listings (Boost/Sponsor): Hästnet offers premium advertising products ('Premium-produkter') including boosted/sponsored listings and subscription plans, which are paid add-on services beyond the free basic tier. Listing tiers include BOOST (highly promoted), MEDIUM, and PRO levels visible in search results.
3. Payment Processing: Revenue is facilitated through payment providers Adyen, PayPal, iDeal, Google Pay, and Apple Pay for transactions on the platform. Hästnet takes a transaction fee on marketplace activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Hästnet operates the Nordic region's largest online marketplace for buying and selling horses, equestrian equipment, rider gear, equestrian services, and farms. The platform connects private individuals and businesses across Sweden through free basic listings with paid premium boost options, supported by manual ad review for animal welfare compliance and integrated contract tools for secure transactions.

Product overview

Hästnet is Nordics' largest online marketplace for horses and equestrian interests. The core platform enables buying and selling of horses (with listings across dressage, show jumping, Icelandic horses, ponies, and more), horse equipment, rider gear, services (breeding, training, grazing), and farms. Premium listing enhancement services (Boost, Medium, Pro) provide fee-based visibility boosts. Supporting offerings include the HästnetPodden podcast, Hästnet Digitala Clinics educational content, a self-service knowledge base, and contract templates provided through third-party partnership with Swoshit.

Differentiator

Problem solved

Functional benefit

Brands

• HästnetPodden: Hästnet's own podcast channel featuring content related to horses and equestrian interests.
• Hästnet Digitala Clinics

Products and services

• Hästnet Marketplace Nordics' largest online marketplace for buying and selling horses, riding equipment, services, and farms, connecting private buyers and sellers with equestrian businesses across Sweden.
• Premium Listings (Boost, Medium, Pro) Fee-based listing enhancement tiers that increase the visibility of horse and equipment advertisements in marketplace search results, available to both private sellers and businesses.
• Contract Templates (Swosh It Portal) Legal contract templates for private horse purchases, consumer purchases, equipment sales, saddle contracts, grazing agreements, and caretaker agreements, delivered through the Swosh It contract portal.

Quantifiable outcome

• Helps rehome thousands of horses per year
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Pet Media Group (Parent Company)coreOthers · 1 January 2019Hästnet was acquired by Pet Media Group in 2019. Pet Media Group is an international pet and animal marketplace operator with sister sites including Pets4Homes (UK), PuppyPlaats (Netherlands), MundoAnimalia (Spain), Annunci Animali (Italy), and Lancaster Puppies (US). Hästnet operates as the Nordic/horse-specific brand within this group. The integration enables cross-network marketing and shared technology infrastructure.
• Swosh It (Contract Portal)coreTechnology or IntegrationSwosh It provides the integrated contract portal at portal.swoshit.se used by Hästnet for purchase agreements, saddle contracts, grazing agreements, and feed hosting agreements. This enables secure, standardized transactions between buyers and sellers on the platform.
• Adyen, PayPal, iDeal, Google Pay, Apple PaycoreTechnology or IntegrationMultiple payment providers handle transaction processing on Hästnet's platform, including Adyen, PayPal, iDeal, Google Pay, and Apple Pay. Hästnet does not store full card numbers, relying on these providers for secure payment processing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• ChevalAnnonces: Major French horse classifieds marketplace with extensive horse, saddle, and equestrian property listings. Comparable product category and business model, but operates primarily in France rather than Sweden/Nordics.

Direct peers

• EquineNow: US-based online horse marketplace focused on horse sales, tack, and equine services listings. Comparable product offering, customer base (equestrian buyers/sellers), and free-listings-with-premium-boost business model.
• Lancaster Puppies: US pet/dog marketplace under Pet Media Group. Direct comparable as a sister brand using the same platform technology and parent company infrastructure, serving a different geography but with the same classifieds marketplace model.
• Pets4Homes: Sister company under Pet Media Group and the UK's largest online pet classifieds marketplace. Shares parent company, technology infrastructure, and cross-network marketing — the most direct international comparable to Hästnet, with a parallel marketplace model in a different vertical.
• ehorses: One of Europe's largest online horse marketplaces, operating across multiple European countries including Germany, France, Spain, and Italy. Directly comparable as a vertical horse marketplace with similar services (horse listings, tack, transport) and a freemium-plus-premium monetization model.
• HorseClicks: North American horse and equine classifieds marketplace offering horse, tack, trailer, and property listings. Direct peer in the same product category (horse classifieds marketplace) with a similar geographic SEO and free-plus-premium listing model.
• PuppyPlaats: Sister company under Pet Media Group operating as the Netherlands' leading pet marketplace. Direct comparable as a fellow Pet Media Group brand with shared technology, similar marketplace mechanics, and cross-network marketing exposure.
• MundoAnimalia: Spanish pet marketplace under Pet Media Group. Sister site with shared platform infrastructure, similar marketplace mechanics, and same monetization approach — comparable as a parallel Pet Media Group brand.
• DreamHorse: US horse classifieds marketplace with horse, pony, donkey, and tack listings plus breeder directories. Direct competitor in the vertical horse marketplace space with similar target users (private sellers and breeders) and similar monetization (premium featured listings).

Broad incumbents

• Blocket: Sweden's dominant general classifieds platform (owned by Schibsted). Not horse-specific but is the largest competitive threat through its broad reach, established brand, and existing horse/equipment listings category — comparable as a marketplace serving the same Swedish buyers and sellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 HästNet