willhaben

What willhaben does

willhaben internet service GmbH operates Austria's largest online horizontal marketplace, connecting individual consumers and professional sellers across secondhand goods, automobiles, real estate, and employment. Founded in 2006 as a joint venture between Styria Media Group AG and the European investor Sprints Capital, the platform is one of the most visited websites in Austria, generating more than 100 million monthly visits on a base of 13 million-plus active listings spread across dedicated verticals: willhaben Marktplatz (general), willhaben Immobilien (real estate), willhaben Motornetzwerk (automotive), and willhaben Jobs (employment). In 2024 the marketplace recorded 593.6 million visits, 26 million new listings, and 47.4 million inquiries, with a Vienna-based organization of roughly 350 employees (firmographic headcount field lists 263) led by CEO Sylvia Dellantonio.

The technology stack is centered on the web marketplace, a native iOS/Android app launched in July 2013 and downloaded over 7 million times, the PayLivery integrated payment and delivery service, dedicated vertical platforms, and a digital advertising server. PayLivery processed 1.7 million purchases and approximately €88 million in 2024, used by 35.7% of marketplace listings, and underpins secure C2C and B2C transactions that historically were a trust bottleneck in classifieds. Supporting sub-brands include willhaben PayLivery for payments, willshop for direct merchant e-commerce shops, and a digital advertising product suite (werbung.willhaben.at) serving real estate agents, auto dealers, and recruiters with promoted listings and display inventory.

The business model is a horizontal marketplace with two primary revenue streams: (1) transaction-linked fees, primarily transaction or value-added fees on sales facilitated through PayLivery, and (2) digital advertising sold to professional advertisers — real estate agents, automotive dealers, recruiters, and brands — across all four verticals. GTM motion is product-led and self-serve for both consumer listings and SMB advertisers, with direct sales for larger enterprise advertisers and recruitment teams. Pricing is opaque and not publicly disclosed; the model behaves like a typical classifieds marketplace: free or low-cost consumer listings with paid prominence, premium packages for professional sellers, and CPC/CPM-style advertising inventory sold against the high-traffic audience.

Name

willhaben

Legal name

willhaben internet service GmbH

Website

https://jobsbei.willhaben.at

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

willhaben is Austria's largest online horizontal marketplace, operating since 2006 as a joint venture between Styria Media Group AG and Sprints Capital. It connects Austrian consumers and professional sellers across secondhand goods, real estate, automotive, and jobs via web and mobile, monetizing through PayLivery transaction services and digital advertising.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplace

NAICS

General Merchandise Retailers (455)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Local Services & Experiences Generalist Marketplaces (CRAFAAAD)

Keywords

• Online classifieds marketplace
• Consumer-to-consumer trading
• Digital advertising platform
• Real estate listings
• Job recruitment platform

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Commission / Transaction Fees: Revenue from transaction fees on marketplace sales, particularly through PayLivery payment system where purchases are facilitated on-platform.
2. Digital Advertising: Business solutions for advertisers wanting to promote products and services on the platform. Includes offerings for real estate, automotive, and employer branding.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

willhaben operates Austria's largest online classifieds marketplace, enabling consumers and businesses to list, discover, and transact across general goods, automobiles, real estate, and job categories. The platform offers free and paid listing options, an integrated payment and delivery service (PayLivery), and a digital advertising product for commercial partners. With 13 million+ active listings and 100 million+ monthly visits, it serves as the dominant C2C and B2C trading infrastructure in Austria.

Product overview

willhaben is Austria's largest online marketplace platform operated as a joint venture between Styria Media Group AG and Sprints Capital. The platform operates as a multi-category marketplace with distinct verticals for Marktplatz (general marketplace), Immobilien (real estate), Auto & Motor (automotive), and Jobs (employment). The ecosystem includes the core marketplace app with over 7 million downloads, PayLivery integrated payment processing for secure transactions, Digital Advertising services for business promotion, and willshop for direct e-commerce selling. With over 13 million listings and 100+ million monthly visits, the platform connects buyers and sellers across these integrated verticals.

Differentiator

Problem solved

Functional benefit

Brands

• willhaben Immobilien: Real estate section of the willhaben marketplace
• willhaben Motornetzwerk
• willhaben Jobs
• willhaben PayLivery
• willshop

Products and services

• willhaben Marktplatz The primary online marketplace enabling Austrian users to buy and sell second-hand goods across multiple categories, with over 13 million listings and more than 100 million visits per month.
• willhaben Immobilien
• willhaben Motornetzwerk Automotive and motor vehicle section of the marketplace, providing a dedicated network for car dealers and private sellers to list vehicles.
• willhaben Jobs Employment marketplace connecting job seekers with Austrian employers, featuring company listings and recruiter posting functionality.
• willhaben App Native mobile application for iOS and Android providing on-the-go access to the willhaben marketplace, downloaded over 7 million times.
• willhaben PayLivery Integrated payment and delivery service enabling secure transactions on the willhaben marketplace, processing 1.7 million purchases and 88 million EUR in 2024.
• willhaben Digital Advertising Digital advertising platform offering promoted listings, display advertising, and branded content solutions for businesses across the willhaben marketplace verticals.
• willshop Integrated shop solutions enabling merchants to sell products directly on the willhaben platform.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Global 2000minorStrategic or Co-development PartnerAustrian environmental organization partnering with willhaben to create educational content about environmental issues. The collaboration leverages willhaben's reach as Austria's largest digital marketplace to inform and educate users on sustainability topics.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Subito: Italy's leading horizontal classifieds platform, historically operated by Adevinta. Comparable in model and category mix to willhaben, but serves a different (Italian) market.
• Quoka: German C2C classifieds platform with a similar marketplace/listing model. Smaller and more regional than Kleinanzeigen, but directly comparable in product offering to willhaben's Marktplatz.
• Bazos: Czech Republic's leading C2C classifieds portal, very similar in look and model to early classifieds platforms. Comparable in size and category mix to willhaben but in a different Central European market.

Broad incumbents

• Adevinta: Global operator of horizontal classifieds brands (Marktplaats, Subito, mobile.de, Leboncoin). As the parent/operator of several direct peers, Adevinta is the most important broad incumbent comparable for benchmarking willhaben's monetization and vertical strategy.
• Facebook Marketplace: Meta's horizontal C2C listings product embedded in Facebook's social graph. The most strategically relevant competitor to willhaben's Marktplatz, given its unmatched user reach and zero-listing-friction model in adjacent markets.

Direct peers

• Marktplaats: Netherlands' dominant C2C classifieds platform, part of the Adevinta portfolio. Same horizontal classifieds model and revenue mix (ads + payments) as willhaben, making it a strong peer in a similarly-sized Western European market.
• Immobilienscout24: Austrian real estate vertical platform and direct competitor to willhaben Immobilien. Closest vertical competitor inside Austria, with overlapping agent/advertiser base and audience.
• Mobile.de: Germany's leading auto vertical classifieds platform, an Adevinta brand. Directly comparable to willhaben's Motornetzwerk vertical in category focus, dealer monetization, and traffic scale.
• Kleinanzeigen: Germany's leading C2C/B2C classifieds platform (formerly eBay Kleinanzeigen), operating an almost identical horizontal marketplace model across goods, autos, real estate, and jobs. Most direct functional comparable to willhaben in the DACH region.
• Craigslist: Original horizontal C2C classifieds platform; classic reference peer for willhaben's Marktplatz model. Operates with similar listing-based and ad-supported monetization, though at much larger scale and lower productization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willhaben
• Instagraminstagram.com/wirsindwillhaben

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 willhaben