Xianyu
Alibaba's second-hand marketplace app.
Xianyu at a glance
Xianyu is a classifieds website and one of the most visited sites in China, currently ranked #173 in the country. It was founded in 2014 by Alibaba and is headquartered in Hangzhou, China. Today Xianyu is owned by Alibaba Group. Our estimates put its audience at ≈ 150 million visits per month. The business earns money mainly through commissions, advertising. Its closest rivals include 58.com, taobao.com, zhuanzhuan.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 141 million / month | +2% |
| Q2 | ≈ 146 million / month | +3% |
| Q3 | ≈ 150 million / month | +3% |
| Q4 | ≈ 159 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 China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 45 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
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| xianyu | 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 China 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 China
Company information
- Website
- goofish.com
- Sector
- Classifieds
- Owner
- Alibaba Group
- Owner type
- Subsidiary of public company
- Founders
- Alibaba
- Founded
- 2014
- Headquarters
- Hangzhou, China
- Employees
- 1,000+
- Ownership
- Alibaba Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Xianyu operates a classifieds and listings marketplace focused on China. Alibaba's second-hand marketplace app. Revenue comes mainly from commissions, supported by the other lines listed below.
- Commissions
- Advertising
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #173 in this index
- Sector rank
- Leading classifieds site in China
- Global rank
- 500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| 58.com | ≈ 90 million / month | #174 class competitor | — |
| taobao.com | ≈ 67.5 million / month | #175 class competitor | — |
| zhuanzhuan.com | ≈ 45 million / month | #176 class competitor | — |
What is Xianyu?
Xianyu (goofish.com) is a classifieds and listings marketplace serving users in China. Alibaba's second-hand marketplace app. It ranks #173 among the most visited websites in the country in this index, within the classifieds category.
Who owns Xianyu?
The site is operated by Alibaba Group, founded by Alibaba. The company was established in 2014 and is headquartered in Hangzhou, China. It employs around 1,000+.
Traffic and audience
Traffic estimates place Xianyu at roughly 150 million visits per month, about 5 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 Xianyu makes money
Revenue comes primarily from commissions, alongside advertising.
Competitors in China
Its closest rivals include 58.com, taobao.com, zhuanzhuan.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
- 2014
Xianyu is founded in Hangzhou, China.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #173 among the most visited websites in China.
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 Xianyu?
Xianyu is operated by Alibaba Group. Subsidiary of public company structure, based on public filings and press reporting.
Where is Xianyu headquartered?
Xianyu is headquartered in Hangzhou, China.
When was Xianyu founded?
Xianyu was founded in 2014 by Alibaba.
How many employees does Xianyu have?
Xianyu employs approximately 1,000+ people.
What is Xianyu's revenue?
Xianyu's revenue: ≈ $1 billion annual revenue (est.).
Who are Xianyu's competitors?
Main competitors in China include 58.com, taobao.com, zhuanzhuan.com.
How does Xianyu make money?
Mainly commissions, advertising.
Is Xianyu publicly traded?
Xianyu's ownership: Subsidiary of public company.
How many visitors does Xianyu get?
Third-party estimates place Xianyu at roughly 150 million visits per month, mostly from China, with 73% mobile traffic.
Is Xianyu safe?
Xianyu is an established classifieds site founded in 2014 and ranked #173 in China; use the official domain goofish.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsgoofish.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina 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