Marktplaats
The country's default marketplace for second-hand goods.
Marktplaats at a glance
Marktplaats is a classifieds website and one of the most visited sites in Netherlands, currently ranked #2 in the country. It was founded in 1999 and is headquartered in Amsterdam, Netherlands. Today Marktplaats is owned by Adevinta. Our estimates put its audience at ≈ 80 million visits per month. The business earns money mainly through paid listings and listing upgrades, professional store subscriptions, featured placement and advertising. Its closest rivals include bol.com, vinted.nl, facebook.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 75.2 million / month | +2% |
| Q2 | ≈ 77.6 million / month | +3% |
| Q3 | ≈ 80 million / month | +3% |
| Q4 | ≈ 84.8 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 Netherlands, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Netherlands86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 24 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
- Netherlands
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| marktplaats | 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 Netherlands 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 Netherlands
Company information
- Website
- marktplaats.nl
- Sector
- Classifieds
- Owner
- Adevinta
- Owner type
- Subsidiary of a public company
- Founded
- 1999
- Headquarters
- Amsterdam, Netherlands
- Ownership
- Adevinta controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Subsidiary of a public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Marktplaats operates a classifieds and listings marketplace focused on Netherlands. The country's default marketplace for second-hand goods. Revenue comes mainly from paid listings and listing upgrades, supported by the other lines listed below.
- Paid listings and listing upgrades
- Professional store subscriptions
- Featured placement and advertising
- Lead generation fees
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Netherlands)
- #2 in this index
- Sector rank
- Leading classifieds site in Netherlands
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| bol.com | ≈ 48 million / month | #3 class competitor | — |
| vinted.nl | ≈ 36 million / month | #4 class competitor | — |
| facebook.com | ≈ 24 million / month | #5 class competitor | — |
What is Marktplaats?
Marktplaats (marktplaats.nl) is a classifieds and listings marketplace serving users in Netherlands. The country's default marketplace for second-hand goods. It ranks #2 among the most visited websites in the country in this index, within the classifieds category.
Who owns Marktplaats?
The site is operated by Adevinta. The company was established in 1999 and is headquartered in Amsterdam, Netherlands.
Traffic and audience
Traffic estimates place Marktplaats at roughly 80 million visits per month, about 2.7 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 Marktplaats makes money
Revenue comes primarily from paid listings and listing upgrades, alongside professional store subscriptions, featured placement and advertising, lead generation fees.
Competitors in Netherlands
Its closest rivals include bol.com, vinted.nl, facebook.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
- 1999
Marktplaats is founded in Amsterdam, Netherlands.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #2 among the most visited websites in Netherlands.
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 Marktplaats?
Marktplaats is operated by Adevinta. Subsidiary of a public company structure, based on public filings and press reporting.
Where is Marktplaats headquartered?
Marktplaats is headquartered in Amsterdam, Netherlands.
When was Marktplaats founded?
Marktplaats was founded in 1999.
What is Marktplaats's revenue?
Marktplaats does not publish standalone revenue; income comes from paid listings and listing upgrades, professional store subscriptions, featured placement and advertising, lead generation fees.
Who are Marktplaats's competitors?
Main competitors in Netherlands include bol.com, vinted.nl, facebook.com.
How does Marktplaats make money?
Mainly paid listings and listing upgrades, professional store subscriptions, featured placement and advertising, lead generation fees.
Is Marktplaats publicly traded?
Marktplaats's ownership: Subsidiary of a public company.
How many visitors does Marktplaats get?
Third-party estimates place Marktplaats at roughly 80 million visits per month, mostly from Netherlands, with 73% mobile traffic.
Is Marktplaats safe?
Marktplaats is an established classifieds site founded in 1999 and ranked #2 in Netherlands; use the official domain marktplaats.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsmarktplaats.nl
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNetherlands 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