Gumtree South Africa
Dominant classifieds site for cars, jobs and second-hand goods.
Gumtree South Africa at a glance
Gumtree South Africa is a classifieds website and one of the most visited sites in South Africa, currently ranked #3 in the country. It was founded in 2005 and is headquartered in Cape Town, South Africa. Today Gumtree South Africa is owned by Gumtree (Adevinta). Our estimates put its audience at ≈ 22 million visits per month. The business earns money mainly through paid listings and bumps, dealer subscriptions, advertising. Its closest rivals include olx.co.za, autotrader.co.za.
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
- 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 South Africa, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- South Africa86%
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
- South Africa
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| gumtree south africa | 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 South Africa 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 South Africa
Company information
- Website
- gumtree.co.za
- Sector
- Classifieds
- Owner
- Gumtree (Adevinta)
- Owner type
- Subsidiary of a private equity owned group
- Founded
- 2005
- Headquarters
- Cape Town, South Africa
- Ownership
- Gumtree (Adevinta) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Subsidiary of a private equity owned group
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Gumtree South Africa operates a classifieds and listings marketplace focused on South Africa. Dominant classifieds site for cars, jobs and second-hand goods. Revenue comes mainly from paid listings and bumps, supported by the other lines listed below.
- Paid listings and bumps
- Dealer subscriptions
- Advertising
International presence
- Primary market
- South Africa
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (South Africa)
- #3 in this index
- Sector rank
- Leading classifieds site in South Africa
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| olx.co.za | ≈ 13.2 million / month | #4 class competitor | — |
| autotrader.co.za | ≈ 9.9 million / month | #5 class competitor | — |
What is Gumtree South Africa?
Gumtree South Africa (gumtree.co.za) is a classifieds and listings marketplace serving users in South Africa. Dominant classifieds site for cars, jobs and second-hand goods. It ranks #3 among the most visited websites in the country in this index, within the classifieds category.
Who owns Gumtree South Africa?
The site is operated by Gumtree (Adevinta). The company was established in 2005 and is headquartered in Cape Town, South Africa.
Traffic and audience
Traffic estimates place Gumtree South Africa at roughly 22 million visits per month, about 0.7 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 Gumtree South Africa makes money
Revenue comes primarily from paid listings and bumps, alongside dealer subscriptions, advertising.
Competitors in South Africa
Its closest rivals include olx.co.za, autotrader.co.za.
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
- 2005
Gumtree South Africa is founded in Cape Town, South Africa.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #3 among the most visited websites in South Africa.
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 Gumtree South Africa?
Gumtree South Africa is operated by Gumtree (Adevinta). Subsidiary of a private equity owned group structure, based on public filings and press reporting.
Where is Gumtree South Africa headquartered?
Gumtree South Africa is headquartered in Cape Town, South Africa.
When was Gumtree South Africa founded?
Gumtree South Africa was founded in 2005.
What is Gumtree South Africa's revenue?
Gumtree South Africa does not publish standalone revenue; income comes from paid listings and bumps, dealer subscriptions, advertising.
Who are Gumtree South Africa's competitors?
Main competitors in South Africa include olx.co.za, autotrader.co.za.
How does Gumtree South Africa make money?
Mainly paid listings and bumps, dealer subscriptions, advertising.
Is Gumtree South Africa publicly traded?
No — Gumtree South Africa is not listed as an independent public company; it is operated by Gumtree (Adevinta).
How many visitors does Gumtree South Africa get?
Third-party estimates place Gumtree South Africa at roughly 22 million visits per month, mostly from South Africa, with 73% mobile traffic.
Is Gumtree South Africa safe?
Gumtree South Africa is an established classifieds site founded in 2005 and ranked #3 in South Africa; use the official domain gumtree.co.za and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsgumtree.co.za
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSouth Africa 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