Kleinanzeigen (company)
 | |
| Formerly | eBay Kleinanzeigen |
|---|---|
| Type | Subsidiary |
| Industry | Electronic commerce |
| Founded | 9 September 2009 |
| Headquarters | , Germany |
Area served | Germany |
| Key people | Paul Heimann (general manager) |
| Services | Online classifieds |
| Revenue | €312.2 million (2024) |
| €10.7 million (2024) | |
Number of employees | 392 (average, 2024) |
| Parent | Adevinta |
| Website | www |
Kleinanzeigen, formerly eBay Kleinanzeigen, is a German online classifieds marketplace based in Berlin. It was launched in 2009 as the successor to eBay's German Kijiji service.[1] The platform was part of eBay until its classifieds business was acquired by Adevinta in 2021.[2] The legal entity was renamed Kleinanzeigen in May 2023.[3]
The German Federal Cartel Office described it as "by far the largest online classified ad platform in Germany".[4]
History
[edit]eBay launched eBay Kleinanzeigen in Germany on 9 September 2009. It replaced the German version of Kijiji. Listings were initially free for all categories including consumer goods, property, jobs, animals and local services.[1]
In July 2020, eBay agreed to transfer its global classifieds business to Norwegian marketplace operator Adevinta. The business included eBay Kleinanzeigen and German vehicle marketplace mobile.de.[5] The transaction was completed in June 2021.[2]
On 16 May 2023, eBay Kleinanzeigen was renamed Kleinanzeigen and its main domain changed from ebay-kleinanzeigen.de to kleinanzeigen.de.[3] At the time, the platform had about 40 million monthly users and regularly led German online-reach rankings.[6]
Adevinta was acquired in 2024 by an investor consortium led by Permira and Blackstone.[7][8]
Kleinanzeigen opened an office in Berlin-Charlottenburg in 2023.[9] Its registered office remained in Kleinmachnow, Brandenburg, until 2025, when it was moved to Berlin.[10]
Platform and business
[edit]Individuals and businesses can place listings for consumer goods, property, vehicles, jobs and services.[11]
Kleinanzeigen originally focused on connecting users who then arranged payment and delivery themselves. In 2020, it introduced Sicher bezahlen ("secure payment"), an integrated payment service.[12]
Property is one of Kleinanzeigen's major listing categories. In this market it competes with specialised portals including ImmoScout24 and Immowelt. In 2025, more than 13,000 estate agents were using Kleinanzeigen, according to the company.[13]
Kleinanzeigen generates revenue from advertising, paid listings and services for commercial sellers, as well as fees connected with transactions.[10] In 2023, general manager Paul Heimann said that the company wanted to reduce its dependence on advertising and generate more revenue from transaction services.[14]
See also
[edit]References
[edit]- 1 2 Sawall, Achim (9 September 2009). "eBay Deutschland fährt Kleinanzeigenseite Kijiji herunter". Golem.de (in German). Retrieved 1 October 2026.
- 1 2 "eBay Completes Transfer of Classifieds Business to Adevinta". eBay. 25 June 2021. Retrieved 1 October 2026.
- 1 2 "Namensänderung: Kleinanzeigen löst eBay Kleinanzeigen ab". Heise online (in German). 26 April 2023. Retrieved 1 October 2026.
- ↑ "Bundeskartellamt clears merger between eBay Classifieds Group and Adevinta". Bundeskartellamt. 24 November 2020. Retrieved 1 October 2026.
- ↑ Sawall, Achim (21 July 2020). "Adevinta: Ebay verkauft Kleinanzeigenmarkt für 9,2 Milliarden Dollar". Golem.de (in German). Retrieved 1 October 2026.
- ↑ "Ebay Kleinanzeigen tritt nach Verkauf bald unter neuer Domain auf". Handelsblatt (in German). 27 April 2023. Retrieved 1 October 2026.
- ↑ "Adevinta ASA (ADE) – Completion of the voluntary offer for all issued and outstanding ordinary Class A shares in Adevinta ASA" (Press release). Adevinta. 29 May 2024. Retrieved 1 October 2026.
- ↑ "Adevinta sells its Spanish business to Sweden's EQT for $2.3 billion". Reuters. 21 July 2025. Retrieved 1 October 2026.
- ↑ Frese, Alfons (26 April 2023). "Kleinanzeigen ohne Ebay: Das Unternehmen zieht mit neuem Namen nach Charlottenburg um". Der Tagesspiegel (in German). Retrieved 1 October 2026.
- 1 2 Jahresabschluss und Lagebericht zum 31. Dezember 2024 (PDF) (Report) (in German). kleinanzeigen.de GmbH. Retrieved 1 October 2026 – via Lobbyregister beim Deutschen Bundestag.
- ↑ "Gewerblich handeln auf Kleinanzeigen" (in German). Kleinanzeigen. Retrieved 1 October 2026.
- ↑ Sawall, Achim (29 October 2020). "Ebay Kleinanzeigen führt erstmals eine Bezahlfunktion ein". Golem.de (in German). Retrieved 1 October 2026.
- ↑ "Der stille Aufstieg von Kleinanzeigen im Immobiliengeschäft". Handelsblatt (in German). 21 August 2025. Retrieved 1 October 2026.
- ↑ "Kleinanzeigen-Chef im Interview: "Wir gehen weg vom Geschäft mit Werbung"". n-tv (in German). 9 June 2023. Retrieved 1 October 2026.