AutoTrader.ca
Canada's largest digital automotive marketplace for buying and selling new and used cars.
AutoTrader.ca at a glance
AutoTrader.ca is an automotive website and one of the most visited sites in Canada, currently ranked #9 in the country. It was founded in 1975 by Trader Group and is headquartered in Toronto, Canada. Today AutoTrader.ca is owned by TRADER Corporation (Thoma Bravo). Our estimates put its audience at ≈ 22 million visits per month. The business earns money mainly through dealership monthly listing plans, private seller upgrades. Its closest rivals include carurus.ca.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 20.7 million / month | +2% |
| Q2 | ≈ 21.3 million / month | +3% |
| Q3 | ≈ 22 million / month | +3% |
| Q4 | ≈ 23.3 million / month | +6% |
Traffic sources
- Direct44%
- Organic search38%
- Paid search10%
- Referral5%
- Social3%
Audience & demographics
- Men68%
- Women32%
- Age 25-3428%
- Age 35-4427%
- Age 45-5421%
The audience is concentrated in Canada, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Canada86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 6.6 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Canada
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| autotrader.ca | 1 | Very high | Dominant |
| used cars | Top 10 | High | — |
| car prices | Top 10 | High | — |
| car reviews | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Canada web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 70% mobile
- Position in country
- Among the leading automotive apps in Canada
Company information
- Website
- autotrader.ca
- Sector
- Automotive
- Owner
- TRADER Corporation (Thoma Bravo)
- Owner type
- Private equity
- Founders
- Trader Group
- Founded
- 1975
- Headquarters
- Toronto, Canada
- Employees
- 800+
- Ownership
- TRADER Corporation (Thoma Bravo) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $220 million annual revenue (est.)
- Languages
- English, French
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $220 million annual revenue (est.)
- Ownership
- Private equity
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
AutoTrader.ca operates an automotive marketplace focused on Canada. Canada's largest digital automotive marketplace for buying and selling new and used cars. Revenue comes mainly from dealership monthly listing plans, supported by the other lines listed below.
- Dealership Monthly Listing Plans
- Private Seller Upgrades
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Canada
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Canada)
- #9 in this index
- Sector rank
- Leading automotive site in Canada
- Global rank
- 2800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| carurus.ca | ≈ 13.2 million / month | #10 class competitor | — |
What is AutoTrader.ca?
AutoTrader.ca (autotrader.ca) is an automotive marketplace serving users in Canada. Canada's largest digital automotive marketplace for buying and selling new and used cars. It ranks #9 among the most visited websites in the country in this index, within the automotive category.
Who owns AutoTrader.ca?
The site is operated by TRADER Corporation (Thoma Bravo), founded by Trader Group. The company was established in 1975 and is headquartered in Toronto, Canada. It employs around 800+.
Traffic and audience
Traffic estimates place AutoTrader.ca at roughly 22 million visits per month, about 0.7 million per day. Around 70% mobile of sessions come from mobile devices, and visitors view about 8.1 pages per visit with an average session of 7 min.
How AutoTrader.ca makes money
Revenue comes primarily from dealership monthly listing plans, alongside private seller upgrades.
Competitors in Canada
Its closest rivals include carurus.ca.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1975
AutoTrader.ca is founded in Toronto, Canada.
- Growth phase
Expands its automotive offering and moves to a mobile-first product.
- Today
Ranks #9 among the most visited websites in Canada.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Deepest local vehicle inventory
- Detailed specification and price comparison tools
- Dealer and private listings side by side
- Financing and insurance partners integrated
Cons
- Dealer listing costs are high
- Price data can lag the real market
- Vehicle history checks are a paid add-on
- Regional coverage uneven outside big cities
Key statistics
Frequently asked questions
Who owns AutoTrader.ca?
AutoTrader.ca is operated by TRADER Corporation (Thoma Bravo). Private equity structure, based on public filings and press reporting.
Where is AutoTrader.ca headquartered?
AutoTrader.ca is headquartered in Toronto, Canada.
When was AutoTrader.ca founded?
AutoTrader.ca was founded in 1975 by Trader Group.
How many employees does AutoTrader.ca have?
AutoTrader.ca employs approximately 800+ people.
What is AutoTrader.ca's revenue?
AutoTrader.ca's revenue: ≈ $220 million annual revenue (est.).
Who are AutoTrader.ca's competitors?
Main competitors in Canada include carurus.ca.
How does AutoTrader.ca make money?
Mainly dealership monthly listing plans, private seller upgrades.
Is AutoTrader.ca publicly traded?
No — AutoTrader.ca is not listed as an independent public company; it is operated by TRADER Corporation (Thoma Bravo).
How many visitors does AutoTrader.ca get?
Third-party estimates place AutoTrader.ca at roughly 22 million visits per month, mostly from Canada, with 70% mobile traffic.
Is AutoTrader.ca safe?
AutoTrader.ca is an established automotive site founded in 1975 and ranked #9 in Canada; use the official domain autotrader.ca and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsautotrader.ca
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageCanada and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos