Kleinanzeigen
Germany's largest classifieds marketplace for second-hand goods, vehicles, property and services.
Kleinanzeigen at a glance
Kleinanzeigen is a classifieds website and one of the most visited sites in Germany, currently ranked #186 in the country. It was founded in 2005 by eBay Inc. and is headquartered in Berlin, Germany. Today Kleinanzeigen is owned by Kleinanzeigen GmbH (Adevinta). Our estimates put its audience at ≈ 300 million visits per month. The business earns money mainly through listing fees, advertising, seller services. Its closest rivals include ebay.de, mobile.de, vinted.de.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 282 million / month | +2% |
| Q2 | ≈ 291 million / month | +3% |
| Q3 | ≈ 300 million / month | +3% |
| Q4 | ≈ 318 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 Germany, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Germany86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 90 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
- Germany
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| kleinanzeigen | 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 Germany 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 Germany
Company information
- Website
- kleinanzeigen.de
- Sector
- Classifieds
- Owner
- Kleinanzeigen GmbH (Adevinta)
- Owner type
- Private company
- Founders
- eBay Inc.
- Founded
- 2005
- Headquarters
- Berlin, Germany
- Employees
- 700+
- Ownership
- Kleinanzeigen GmbH (Adevinta) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $500 million annual revenue (est.)
- Languages
- German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $500 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Kleinanzeigen operates a classifieds and listings marketplace focused on Germany. Germany's largest classifieds marketplace for second-hand goods, vehicles, property and services. Revenue comes mainly from listing fees, supported by the other lines listed below.
- Listing fees
- Advertising
- Seller services
Products & services
International presence
- Primary market
- Germany
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Germany)
- #186 in this index
- Sector rank
- Leading classifieds site in Germany
- Global rank
- 200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| ebay.de | ≈ 180 million / month | #187 class competitor | — |
| mobile.de | ≈ 135 million / month | #188 class competitor | — |
| vinted.de | ≈ 90 million / month | #189 class competitor | — |
What is Kleinanzeigen?
Kleinanzeigen (kleinanzeigen.de) is a classifieds and listings marketplace serving users in Germany. Germany's largest classifieds marketplace for second-hand goods, vehicles, property and services. It ranks #186 among the most visited websites in the country in this index, within the classifieds category.
Who owns Kleinanzeigen?
The site is operated by Kleinanzeigen GmbH (Adevinta), founded by eBay Inc.. The company was established in 2005 and is headquartered in Berlin, Germany. It employs around 700+.
Traffic and audience
Traffic estimates place Kleinanzeigen at roughly 300 million visits per month, about 10 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 Kleinanzeigen makes money
Revenue comes primarily from listing fees, alongside advertising, seller services.
Competitors in Germany
Its closest rivals include ebay.de, mobile.de, vinted.de.
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
Kleinanzeigen is founded in Berlin, Germany.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #186 among the most visited websites in Germany.
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 Kleinanzeigen?
Kleinanzeigen is operated by Kleinanzeigen GmbH (Adevinta). Private company structure, based on public filings and press reporting.
Where is Kleinanzeigen headquartered?
Kleinanzeigen is headquartered in Berlin, Germany.
When was Kleinanzeigen founded?
Kleinanzeigen was founded in 2005 by eBay Inc..
How many employees does Kleinanzeigen have?
Kleinanzeigen employs approximately 700+ people.
What is Kleinanzeigen's revenue?
Kleinanzeigen's revenue: ≈ $500 million annual revenue (est.).
Who are Kleinanzeigen's competitors?
Main competitors in Germany include ebay.de, mobile.de, vinted.de.
How does Kleinanzeigen make money?
Mainly listing fees, advertising, seller services.
Is Kleinanzeigen publicly traded?
No — Kleinanzeigen is not listed as an independent public company; it is operated by Kleinanzeigen GmbH (Adevinta).
How many visitors does Kleinanzeigen get?
Third-party estimates place Kleinanzeigen at roughly 300 million visits per month, mostly from Germany, with 73% mobile traffic.
Is Kleinanzeigen safe?
Kleinanzeigen is an established classifieds site founded in 2005 and ranked #186 in Germany; use the official domain kleinanzeigen.de and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementskleinanzeigen.de
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageGermany 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