2017-2025 horses24.ee

What 2017-2025 horses24.ee does

Horses24.ee is an online classified ads marketplace for the equestrian industry, operated by SAHHARA OÜ, an Estonian private limited company founded in 2017. The platform connects individual buyers and sellers of horses, riding equipment, and equestrian services across the Baltic, Nordic, and Eastern European regions through a self-serve listing portal accessible via 14+ country-specific domains (Estonia, Latvia, Lithuania, Finland, Sweden, Denmark, Poland, Russia, Netherlands, France, UK, Czech Republic, Belarus) with multi-language interface support in English, Estonian, Finnish, and Russian. Listings are automatically distributed across all country domains, giving sellers cross-border exposure without additional effort.

The platform's underlying technology is a web-based classified ad marketplace with vertical-specific listing schemas — horse listings support up to 4 photos, video links (YouTube), 3-generation pedigree, competition results links, and discipline/height/level fields; equipment and service categories follow structured templates. The technology stack is conventional web application architecture with no documented AI/ML components, no public API, no SDK, and no mobile application.

Horses24 monetizes through a tiered paid-listing model: horse sale listings are priced at €12.00 (Packet I), €15.50 (Packet II), or €25.00 (Packet III) per ad, with separate tiers for wanted ads, rentals, equipment (with a company-tier Packet IV), and services (30-week duration). A secondary advertising channel permits third-party ad placements purchased via [email protected], supplemented by Google advertising on the platform. The go-to-market is fully self-service with no sales force; growth relies on organic search across the multi-country domain network. Customer base is a long-tail of individual riders, breeders, equipment sellers, and equestrian service providers; the only named team member is Urmet Maripuu, indicating a founder-managed micro-operation.

Name

2017-2025 horses24.ee

Legal name

SAHHARA OÜ

Website

https://horses24.ee

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Horses24.ee is a self-serve online classifieds marketplace for horses, riding equipment, and equestrian services, operated by Estonian company SAHHARA OÜ across 14+ country domains serving individual buyers and sellers in Baltic, Nordic, and Eastern European markets.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplace

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

Keywords

• Online classifieds marketplace
• Equestrian classified listings
• Horse sale listings
• Riding equipment classifieds
• Sporthorse marketplace

Headquarters

HQ city

Estonia

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Classified ad listing fees - Horses: Sellers pay a fee to publish horse sale listings. Package I (€12.00) includes 20 weeks online duration, 4 photos, free text description, 3-generation pedigree, and video. Package II (€15.50) adds a framed ad. Package III (€25.00) features the ad on the main page. Horse purchase and rent packages are also available.
2. Classified ad listing fees - Equipment: Equipment sellers pay listing fees. Packet I covers up to 2 items. Packet II and Packet IV (for companies, with ad on main equipment page) are also offered. Wanted and rent packages are available.
3. Classified ad listing fees - Services: Service providers pay listing fees. Packet I (sale of services) includes 30 weeks online duration. Wanted and rent packages are also available.
4. Advertising placements: Third-party advertisers can purchase ad placements across Horses24 portals. Advertisers contact [email protected] to arrange advertising. Google advertising is also utilized on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Horses24 is an online classifieds marketplace that lets individual owners, breeders, riders, and equestrian businesses post paid listings for horses and ponies (sale, wanted, rent), riding equipment, and equestrian services. The portal spans 14+ country-specific domains in the Baltic, Nordic, and Eastern European regions, and a single paid listing is automatically republished across all domains. Revenue comes from tiered paid listing packets (e.g. Horse Packet I €12, Packet II €15.50, Packet III €25) and third-party advertising placements.

Product overview

Horses24 is a multi-category classified ad marketplace for the equestrian industry, operating across Estonia, Latvia, Lithuania, Finland, Sweden, Denmark, Poland, Russia, and other countries since 2017. The platform consists of three core product categories: Horse Sales Listings (for buying, selling, and renting horses and ponies), Equipment Sales Listings (for riding gear and stable supplies), and Services Listings (for equestrian services). The platform operates on a paid listing model with tiered packages: Horse listings offer three packet levels (Packet I at €12.00 for 20 weeks with 4 photos and pedigree, Packet II at €15.50 with framed ads, Packet III at €25.00 with main page placement), Equipment listings have basic and company packages, and Services listings feature a 30-week Packet I option. Listings can include photos, videos (YouTube links), pedigree information, contact details, and location data.

Differentiator

Problem solved

Functional benefit

Products and services

• Horse Sales Listings Paid classified listings for horses and ponies available for sale, wanted, or rent, with sub-categories by type (horse, large pony <148cm, small pony <140cm), sex, and discipline. Listings support up to 4 photos, video links (YouTube), 3-generation pedigree, competition results, height, level, and free-text description. Sold via tiered packet pricing (Packet I €12 / Packet II €15.50 / Packet III €25).
• Equipment Sales Listings Paid classified listings for riding equipment including saddles, bridles, helmets, boots, horseboxes, trailers, horse care supplies, feed, rugs, stable equipment, and rider apparel. Sold via tiered packets including a company-tier packet (Packet IV) with main Equipment page placement.
• Services Listings Paid classified listings for equestrian services including training, breeding, transport, and stable services. Service listings are sold via Packet I and remain valid for 30 weeks.
• Advertising Placements

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Estocar OÜminorOthersEstocar OÜ is referenced as a partner/service for storage solutions, appearing in the advertising/partnerships section of the Horses24 website. Estocar provides storage services that may be of interest to horse owners and equestrian businesses using the Horses24 platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• CavalloMercato: Italian-language online horse marketplace with classified listings for horses and equestrian services. Comparable as a regionally-focused equestrian classifieds platform, though geographically distinct from Horses24's core Baltic/Nordic footprint.
• DreamHorse: Long-standing US-based online horse marketplace with classified listings, auctions, and equestrian services. Comparable as a paid-listing equestrian classifieds platform, though primarily serving the North American market.
• HorseWeb: UK-based online horse marketplace for sales listings and equestrian services. Comparable as a country-focused equestrian classifieds platform with paid listing tiers, serving a different geography than Horses24.
• Equitando: Italian equestrian marketplace for horse and equipment listings, with cross-border reach into other European markets. Comparable as a niche online equestrian classifieds platform serving a specific European market.

Direct peers

• ehorses: One of the largest online horse marketplaces in Europe, offering classified listings for horses, ponies, and equestrian services across multiple European markets. Directly comparable to Horses24 as a niche equestrian classifieds platform with tiered listing packages.
• ChevalAnnonces: Leading French-language horse classifieds platform offering listings for horses, equipment, and equestrian services. Comparable to Horses24 as a country-/region-focused equestrian marketplace with paid listing packages.
• pferde.de: German online horse marketplace offering classified listings for horses, equipment, and equestrian services. Comparable to Horses24 in business model (paid listings) and category coverage (horses, equipment, services), but with stronger German-market traction.

Broad incumbents

• Horse24 (Axel Springer): Major European equestrian marketplace operated by the media group Axel Springer, offering horse listings, equipment, news, and content across multiple countries. A much larger incumbent in the same space as Horses24, with broader content and commercial offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 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 2017-2025 horses24.ee