Carousell
Singapore-born marketplace app for second-hand goods.
Carousell at a glance
Carousell is a classifieds website and one of the most visited sites in Singapore, currently ranked #8 in the country. It was founded in 2012 by Quek Siu Rui, Lucas Ngoo, Marcus Tan and is headquartered in Singapore. Today Carousell is owned by Carousell Group. Our estimates put its audience at ≈ 12 million visits per month. The business earns money mainly through listing boosts and promotions, seller subscriptions, advertising. Its closest rivals include shopee.sg, facebook.com, sgcarmart.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 11.3 million / month | +2% |
| Q2 | ≈ 11.6 million / month | +3% |
| Q3 | ≈ 12 million / month | +3% |
| Q4 | ≈ 12.7 million / month | +6% |
Traffic sources
- Direct51%
- Organic search33%
- Paid search8%
- Social5%
- Referral3%
Audience & demographics
- Men58%
- Women42%
- Age 25-3429%
- Age 35-4425%
- Age 45-5420%
The audience is concentrated in Singapore, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Singapore86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 3.6 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
- Singapore
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| carousell | 1 | Very high | Dominant |
| for sale | Top 10 | High | — |
| second hand | Top 10 | High | — |
| rentals | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Singapore 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
- ≈ 73% mobile
- Position in country
- Among the leading classifieds apps in Singapore
Company information
- Website
- carousell.sg
- Sector
- Classifieds
- Owner
- Carousell Group
- Owner type
- Private venture-backed company
- Founders
- Quek Siu Rui, Lucas Ngoo, Marcus Tan
- Founded
- 2012
- Headquarters
- Singapore
- Employees
- 1,000+
- Ownership
- Carousell Group controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English, Chinese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private venture-backed company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Carousell operates a classifieds and listings marketplace focused on Singapore. Singapore-born marketplace app for second-hand goods. Revenue comes mainly from listing boosts and promotions, supported by the other lines listed below.
- Listing boosts and promotions
- Seller subscriptions
- Advertising
- Transaction and shipping fees
International presence
- Primary market
- Singapore
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Singapore)
- #8 in this index
- Sector rank
- Leading classifieds site in Singapore
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| shopee.sg | ≈ 7.2 million / month | #9 class competitor | — |
| facebook.com | ≈ 5.4 million / month | #10 class competitor | — |
| sgcarmart.com | ≈ 3.6 million / month | #11 class competitor | — |
What is Carousell?
Carousell (carousell.sg) is a classifieds and listings marketplace serving users in Singapore. Singapore-born marketplace app for second-hand goods. It ranks #8 among the most visited websites in the country in this index, within the classifieds category.
Who owns Carousell?
The site is operated by Carousell Group, founded by Quek Siu Rui, Lucas Ngoo, Marcus Tan. The company was established in 2012 and is headquartered in Singapore. It employs around 1,000+.
Traffic and audience
Traffic estimates place Carousell at roughly 12 million visits per month, about 0.4 million per day. Around 73% mobile of sessions come from mobile devices, and visitors view about 9.2 pages per visit with an average session of 8 min.
How Carousell makes money
Revenue comes primarily from listing boosts and promotions, alongside seller subscriptions, advertising, transaction and shipping fees.
Competitors in Singapore
Its closest rivals include shopee.sg, facebook.com, sgcarmart.com.
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
- 2012
Carousell is founded in Singapore.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #8 among the most visited websites in Singapore.
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
- Largest local inventory of listings in its categories
- Powerful search filters and saved searches
- Direct buyer-seller contact without intermediaries
- Trusted brand for high-value transactions
Cons
- Listing fees increased for professional sellers
- Duplicate and outdated listings appear in results
- Scam attempts in high-demand categories
- Limited buyer protection compared with marketplaces
Key statistics
Frequently asked questions
Who owns Carousell?
Carousell is operated by Carousell Group. Private venture-backed company structure, based on public filings and press reporting.
Where is Carousell headquartered?
Carousell is headquartered in Singapore.
When was Carousell founded?
Carousell was founded in 2012 by Quek Siu Rui, Lucas Ngoo, Marcus Tan.
How many employees does Carousell have?
Carousell employs approximately 1,000+ people.
What is Carousell's revenue?
Carousell does not publish standalone revenue; income comes from listing boosts and promotions, seller subscriptions, advertising, transaction and shipping fees.
Who are Carousell's competitors?
Main competitors in Singapore include shopee.sg, facebook.com, sgcarmart.com.
How does Carousell make money?
Mainly listing boosts and promotions, seller subscriptions, advertising, transaction and shipping fees.
Is Carousell publicly traded?
No — Carousell is not listed as an independent public company; it is operated by Carousell Group.
How many visitors does Carousell get?
Third-party estimates place Carousell at roughly 12 million visits per month, mostly from Singapore, with 73% mobile traffic.
Is Carousell safe?
Carousell is an established classifieds site founded in 2012 and ranked #8 in Singapore; use the official domain carousell.sg and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementscarousell.sg
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSingapore 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