Tonaton
Ghana's best known classifieds marketplace.
Tonaton at a glance
Tonaton is a classifieds website and one of the most visited sites in Ghana, currently ranked #5 in the country. It was founded in 2013 and is headquartered in Accra, Ghana. Today Tonaton is owned by ROAM Africa. Our estimates put its audience at ≈ 5 million visits per month. The business earns money mainly through paid listing promotion, business accounts, advertising. Its closest rivals include jiji.com.gh, jumia.com.gh.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 4.7 million / month | +2% |
| Q2 | ≈ 4.8 million / month | +3% |
| Q3 | ≈ 5 million / month | +3% |
| Q4 | ≈ 5.3 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 Ghana, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Ghana86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 1.5 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
- Ghana
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| tonaton | 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 Ghana 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 Ghana
Company information
- Website
- tonaton.com
- Sector
- Classifieds
- Owner
- ROAM Africa
- Owner type
- Private company
- Founded
- 2013
- Headquarters
- Accra, Ghana
- Ownership
- ROAM Africa 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
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Tonaton operates a classifieds and listings marketplace focused on Ghana. Ghana's best known classifieds marketplace. Revenue comes mainly from paid listing promotion, supported by the other lines listed below.
- Paid listing promotion
- Business accounts
- Advertising
International presence
- Primary market
- Ghana
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Ghana)
- #5 in this index
- Sector rank
- Leading classifieds site in Ghana
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| jiji.com.gh | ≈ 3 million / month | #6 class competitor | — |
| jumia.com.gh | ≈ 2.3 million / month | #7 class competitor | — |
What is Tonaton?
Tonaton (tonaton.com) is a classifieds and listings marketplace serving users in Ghana. Ghana's best known classifieds marketplace. It ranks #5 among the most visited websites in the country in this index, within the classifieds category.
Who owns Tonaton?
The site is operated by ROAM Africa. The company was established in 2013 and is headquartered in Accra, Ghana.
Traffic and audience
Traffic estimates place Tonaton at roughly 5 million visits per month, about 0.2 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 Tonaton makes money
Revenue comes primarily from paid listing promotion, alongside business accounts, advertising.
Competitors in Ghana
Its closest rivals include jiji.com.gh, jumia.com.gh.
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
- 2013
Tonaton is founded in Accra, Ghana.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #5 among the most visited websites in Ghana.
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 Tonaton?
Tonaton is operated by ROAM Africa. Private company structure, based on public filings and press reporting.
Where is Tonaton headquartered?
Tonaton is headquartered in Accra, Ghana.
When was Tonaton founded?
Tonaton was founded in 2013.
What is Tonaton's revenue?
Tonaton does not publish standalone revenue; income comes from paid listing promotion, business accounts, advertising.
Who are Tonaton's competitors?
Main competitors in Ghana include jiji.com.gh, jumia.com.gh.
How does Tonaton make money?
Mainly paid listing promotion, business accounts, advertising.
Is Tonaton publicly traded?
No — Tonaton is not listed as an independent public company; it is operated by ROAM Africa.
How many visitors does Tonaton get?
Third-party estimates place Tonaton at roughly 5 million visits per month, mostly from Ghana, with 73% mobile traffic.
Is Tonaton safe?
Tonaton is an established classifieds site founded in 2013 and ranked #5 in Ghana; use the official domain tonaton.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstonaton.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageGhana 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