Tradera
Swedish auction marketplace for new and used items.
Tradera at a glance
Tradera is an e-commerce website and one of the most visited sites in Sweden, currently ranked #8 in the country. It was founded in 1999 and is headquartered in Stockholm, Sweden. Today Tradera is owned by PayPal / Tradera AB. Our estimates put its audience at ≈ 18 million visits per month. The business earns money mainly through marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees. Its closest rivals include blocket.se, ebay.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 16.9 million / month | +2% |
| Q2 | ≈ 17.5 million / month | +3% |
| Q3 | ≈ 18 million / month | +3% |
| Q4 | ≈ 19.1 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Sweden, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Sweden86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 5.4 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
- Sweden
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| tradera | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Sweden 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
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Sweden
Company information
- Website
- tradera.com
- Sector
- E-commerce
- Owner
- PayPal / Tradera AB
- Owner type
- Private company
- Founded
- 1999
- Headquarters
- Stockholm, Sweden
- Ownership
- PayPal / Tradera AB controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Swedish
- 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
Tradera operates an online retail and marketplace platform focused on Sweden. Swedish auction marketplace for new and used items. Revenue comes mainly from marketplace commissions from sellers, supported by the other lines listed below.
- Marketplace commissions from sellers
- Seller advertising and sponsored placements
- Delivery and fulfilment fees
- Private-label and first-party retail margin
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Sweden
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Sweden)
- #8 in this index
- Sector rank
- Leading e-commerce site in Sweden
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| blocket.se | ≈ 10.8 million / month | #9 class competitor | — |
| ebay.com | ≈ 8.1 million / month | #10 class competitor | — |
What is Tradera?
Tradera (tradera.com) is an online retail and marketplace platform serving users in Sweden. Swedish auction marketplace for new and used items. It ranks #8 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Tradera?
The site is operated by PayPal / Tradera AB. The company was established in 1999 and is headquartered in Stockholm, Sweden.
Traffic and audience
Traffic estimates place Tradera at roughly 18 million visits per month, about 0.6 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Tradera makes money
Revenue comes primarily from marketplace commissions from sellers, alongside seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Competitors in Sweden
Its closest rivals include blocket.se, ebay.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
Tradera is founded in Stockholm, Sweden.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #8 among the most visited websites in Sweden.
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
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Tradera?
Tradera is operated by PayPal / Tradera AB. Private company structure, based on public filings and press reporting.
Where is Tradera headquartered?
Tradera is headquartered in Stockholm, Sweden.
When was Tradera founded?
Tradera was founded in 1999.
What is Tradera's revenue?
Tradera does not publish standalone revenue; income comes from marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Who are Tradera's competitors?
Main competitors in Sweden include blocket.se, ebay.com.
How does Tradera make money?
Mainly marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Is Tradera publicly traded?
No — Tradera is not listed as an independent public company; it is operated by PayPal / Tradera AB.
How many visitors does Tradera get?
Third-party estimates place Tradera at roughly 18 million visits per month, mostly from Sweden, with 76% mobile traffic.
Is Tradera safe?
Tradera is an established e-commerce site founded in 1999 and ranked #8 in Sweden; use the official domain tradera.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstradera.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSweden 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