Gumtree Australia
Australia's leading local classifieds marketplace for second-hand goods.
Gumtree Australia at a glance
Gumtree Australia is a classifieds website and one of the most visited sites in Australia, currently ranked #4 in the country. It was founded in 2006 (Australian launch) by Michael Pennington and Simon Crookall (Gumtree UK founders); Australian site launched by eBay and is headquartered in Sydney, New South Wales, Australia. Today Gumtree Australia is owned by eBay Inc. (Gumtree Australia division). Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through featured and urgent ad placements, display advertising, motors and jobs category subscriptions. Its closest rivals include Facebook Marketplace, Carsales, Seek, Facebook Groups.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 25 million / month | +2% |
| Q2 | ≈ 25 million / month | -1% |
| Q3 | ≈ 25 million / month | +4% |
| Q4 | ≈ 25 million / month | +3% |
Traffic sources
- Direct42%
App and bookmark navigation
- Organic search32%
Brand and category queries
- Referral10%
- Social9%
- Paid & other7%
Audience & demographics
- Men49%
- Women51%
- Age 18-2414%
- Age 25-3424%
- Age 35-5433%
- Age 55+29%
Gumtree Australia's audience broadly mirrors the Australian internet population, with usage skewing slightly toward metropolitan users in New South Wales, Victoria and Queensland.
Geographic reach
- Australia88%
- New Zealand4%
- United Kingdom2%
- United States2%
- Other4%
SEO profile
- Organic keywords
- ≈ Hundreds of thousands
- Estimated organic traffic
- ≈ 25 million visits / month (combined with direct/app)
- Strongest clusters
- Classifieds category and brand-name queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| gumtree | 1 | Very high | — |
| gumtree login | 1 | High | — |
| classifieds australia | 1-3 | High | — |
Backlink profile
- Referring domains
- ≈ Hundreds of thousands
- Link profile
- Widely cited by Australian media, government and industry sites
Top referral sources
- Google Search40%
- Direct / app38%
- Facebook9%
- Other social5%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Gumtree Australia runs on a modern cloud-hosted stack with a mobile-first responsive design and native apps for iOS and Android.
Mobile app statistics
- App downloads
- ≈ Millions cumulative
- Daily app opens
- Hundreds of thousands
Company information
- Website
- gumtree.com.au
- Sector
- Classifieds
- Owner
- eBay Inc. (Gumtree Australia division)
- Owner type
- Subsidiary of a public company
- Founders
- Michael Pennington and Simon Crookall (Gumtree UK founders); Australian site launched by eBay
- Founded
- 2006 (Australian launch)
- Headquarters
- Sydney, New South Wales, Australia
- Employees
- ≈ 150
- Ownership
- Wholly owned subsidiary of eBay Inc. (NASDAQ: EBAY)
- Valuation
- Not separately disclosed; part of eBay Inc. (market cap ≈ USD 30 billion)
- Revenue
- ≈ AUD 60 million annually (estimated, advertising and featured ad fees)
- Languages
- English
- Top traffic sources
- Direct navigation, organic search, app usage
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2006 | Founded | N/A | — |
Financials
- Estimated annual revenue
- ≈ AUD 60 million annually (estimated, advertising and featured ad fees)
- Revenue model
- Featured and urgent ad placements
Business model & revenue
Gumtree Australia operates as australia's leading local classifieds marketplace for second-hand goods. eBay Inc. (Gumtree Australia division) monetises the platform primarily through featured and urgent ad placements and related services described below.
- Featured and urgent ad placements
- Display advertising
- Motors and jobs category subscriptions
- Business/trade seller accounts
Products & services
General classifieds for household and second-hand goods.
Job listings category.
Vehicle classifieds category.
Seller ecosystem
- Advertisers / partners
- Australian and international brands
- Business accounts
- Local businesses and agencies where applicable
International presence
- Primary market
- Australia
- Secondary reach
- New Zealand and Australian expatriates
Employee statistics
Customer statistics
API & developer information
- Public/partner API
- Limited or partner-only access, not fully open
Website rankings
- Australian traffic rank
- #4 overall (estimated)
- Category rank
- #1-2 in Classifieds
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Facebook Marketplace | Comparable or smaller Australian traffic | — | Gumtree Australia maintains a strong position versus Facebook Marketplace |
| Carsales | Comparable or smaller Australian traffic | — | Gumtree Australia maintains a strong position versus Carsales |
Overview
Gumtree Australia (gumtree.com.au) is australia's leading local classifieds marketplace for second-hand goods. It operates in the Classifieds sector and is one of the top five most visited websites in Australia.
Traffic Statistics
gumtree.com.au attracts an estimated ≈ 25 million monthly visits, with sessions averaging around ≈ 6 min 20 sec across roughly ≈ 5.4 pages per visit.
Traffic Sources
Direct navigation and organic search together account for the majority of traffic, with referral and social channels contributing smaller but meaningful shares.
Audience & Demographics
The site's Australian audience is fairly evenly split by gender, with the strongest representation among users aged 25 to 54.
Geographic Reach
Around 88% of traffic originates in Australia, with New Zealand, the United Kingdom and the United States forming smaller secondary audiences.
SEO Profile
Gumtree Australia ranks strongly for brand-name and category-specific queries related to classifieds in Australia, benefiting from strong domain authority and frequent content updates.
Technology Stack
The platform runs on a modern cloud-hosted stack including React and Node.js front ends, hosted on AWS infrastructure with Cloudflare content delivery.
Social Media Statistics
Gumtree Australia maintains an active presence across Facebook, Instagram and X, engaging hundreds of thousands to millions of followers combined.
Mobile App Statistics
Its iOS and Android apps have been downloaded millions of times cumulatively, with strong app store ratings among Australian users.
Company Information
Founded in 2006 (Australian launch), Gumtree Australia is headquartered in Sydney, New South Wales, Australia and owned by eBay Inc. (Gumtree Australia division).
Ownership & Investors
Wholly owned subsidiary of eBay Inc. (NASDAQ: EBAY)
Financials
Estimated annual revenue is around ≈ AUD 60 million annually (estimated, advertising and featured ad fees), generated primarily through featured and urgent ad placements.
Business Model
Gumtree Australia operates as australia's leading local classifieds marketplace for second-hand goods. eBay Inc. (Gumtree Australia division) monetises the platform primarily through featured and urgent ad placements and related services described below.
Products & Services
Key products include Gumtree Marketplace, Gumtree Jobs, Gumtree Cars.
Competitors
Key competitors include Facebook Marketplace, Carsales, Seek, Facebook Groups.
Company History & Milestones
Since launching in 2006 (Australian launch), Gumtree Australia has expanded through platform redesigns, mobile app launches and continued investment in its Australian digital presence.
Latest News
Gumtree Australia continues to report growth in Australian usage while expanding its digital feature set.
User Reviews & Ratings
Gumtree Australia is generally well regarded by Australian users as a trusted and convenient classifieds destination, with occasional criticism of fees or customer service response times.
Pros & Cons
Pros: strong category leadership, brand trust and a well-developed mobile experience. Cons: some paid features, competition from global platforms and occasional service criticism.
Key Statistics
≈ 25 million monthly visits, ranked #4 in Australia, with ≈ 150 employees.
Frequently Asked Questions
Who owns gumtree.com.au? eBay Inc. (Gumtree Australia division). Is it free? Core use is free, with paid features in some areas. Is it only for Australia? It primarily serves the Australian market.
Data Sources
Company reports and public filings, Similarweb estimates and Australian industry press coverage.
Last Updated
September 2026
Related Websites
Facebook Marketplace, Carsales, Seek, Facebook Groups.
Website Rankings
#4 most visited website in Australia (estimated), with a leading position within the Classifieds category.
Revenue & Funding History
Gumtree Australia was founded in 2006 (Australian launch) and has been owned by eBay Inc. (Gumtree Australia division) throughout its growth into an Australian digital leader.
Employee Statistics
Gumtree Australia employs approximately ≈ 150.
Customer Statistics
The platform reaches approximately ≈ 5.5 million / month unique visitors across Australia.
Backlink Profile
gumtree.com.au has an estimated hundreds of thousands of referring domains, frequently cited by Australian media, government and industry sources.
Top Organic Keywords
Leading keywords include "gumtree", "gumtree login" and "classifieds australia".
Top Referral Sources
Google Search, direct app traffic, Facebook and other social platforms are the leading referral channels.
Website Technologies
React, Node.js, AWS cloud infrastructure and Cloudflare CDN underpin the platform.
Advertising & Analytics Technologies
Google Ad Manager, Adobe Analytics and Meta Pixel support advertising and measurement.
API & Developer Information
Gumtree Australia offers limited or partner-only API access rather than a fully open public API.
International Seller Opportunities
While primarily focused on the Australian market, Gumtree Australia offers advertising and partnership opportunities to brands and businesses, including some international advertisers.
Company history & milestones
- 2006
Gumtree Australia is founded / launched
- 2010
Major platform redesign and mobile expansion
- 2015
Native mobile apps launched
- 2020
Accelerated digital growth during the COVID-19 period
- 2026
Continues to lead its category in Australia
Latest news
- Gumtree Australia reports continued growth in Australian usageIndustry press · 2026
- Gumtree Australia expands digital featuresCompany announcement · 2026
Pros & cons
Pros
- Australia's leading platform in the classifieds category
- Strong brand trust and recognition
- Extensive content, listings or product range
- Well-developed mobile app experience
Cons
- Some services or features carry fees
- Occasional criticism regarding pricing or data practices
- Competition from global platforms in some categories
- Regional coverage can vary outside major cities
Key statistics
Frequently asked questions
Who owns gumtree.com.au?
gumtree.com.au is owned by eBay Inc. (Gumtree Australia division).
Is gumtree.com.au free to use?
Core browsing is free; some features such as premium listings, subscriptions or paid ads may carry a cost.
Is gumtree.com.au available outside Australia?
The service is primarily designed for the Australian market, though the website can be accessed internationally.
Popular searches
Data sources & confidence
- Company reports and public filingseBay Inc. (Gumtree Australia division)
- Similarweb estimatesSimilarweb
- Industry press coverageAustralian media
- Data confidence
- High for ownership, company structure and public milestones; traffic and revenue figures are third-party modelled approximations.
- Last updated
- September 2026
Traffic, revenue and audience figures are modelled estimates based on public reports and third-party analytics tools; treat as directional rather than exact.
Social media profiles & statistics