willhaben
Austria's dominant classifieds and marketplace platform.
willhaben at a glance
willhaben is a classifieds website and one of the most visited sites in Austria, currently ranked #1 in the country. It was founded in 2006 and is headquartered in Vienna, Austria. Today willhaben is owned by willhaben internet service GmbH (Styria Media Group, Schibsted). Our estimates put its audience at ≈ 45 million visits per month. The business earns money mainly through professional listing subscriptions, promoted listings, advertising. Its closest rivals include derstandard.at, amazon.de, ebay.at.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 42.3 million / month | +2% |
| Q2 | ≈ 43.6 million / month | +3% |
| Q3 | ≈ 45 million / month | +3% |
| Q4 | ≈ 47.7 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 Austria, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Austria86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 13.5 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
- Austria
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| willhaben | 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 Austria 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 Austria
Company information
- Website
- willhaben.at
- Sector
- Classifieds
- Owner
- willhaben internet service GmbH (Styria Media Group, Schibsted)
- Owner type
- Joint venture
- Founded
- 2006
- Headquarters
- Vienna, Austria
- Employees
- 500+
- Ownership
- willhaben internet service GmbH (Styria Media Group, Schibsted) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Joint venture
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
willhaben operates a classifieds and listings marketplace focused on Austria. Austria's dominant classifieds and marketplace platform. Revenue comes mainly from professional listing subscriptions, supported by the other lines listed below.
- Professional listing subscriptions
- Promoted listings
- Advertising
- willhaben delivery
Products & services
International presence
- Primary market
- Austria
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Austria)
- #1 in this index
- Sector rank
- Leading classifieds site in Austria
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| derstandard.at | ≈ 27 million / month | #2 class competitor | — |
| amazon.de | ≈ 20.2 million / month | #3 class competitor | — |
| ebay.at | ≈ 13.5 million / month | #4 class competitor | — |
What is willhaben?
willhaben (willhaben.at) is a classifieds and listings marketplace serving users in Austria. Austria's dominant classifieds and marketplace platform. It ranks #1 among the most visited websites in the country in this index, within the classifieds category.
Who owns willhaben?
The site is operated by willhaben internet service GmbH (Styria Media Group, Schibsted). The company was established in 2006 and is headquartered in Vienna, Austria. It employs around 500+.
Traffic and audience
Traffic estimates place willhaben at roughly 45 million visits per month, about 1.5 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 willhaben makes money
Revenue comes primarily from professional listing subscriptions, alongside promoted listings, advertising, willhaben delivery.
Competitors in Austria
Its closest rivals include derstandard.at, amazon.de, ebay.at.
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
- 2006
willhaben is founded in Vienna, Austria.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #1 among the most visited websites in Austria.
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 willhaben?
willhaben is operated by willhaben internet service GmbH (Styria Media Group, Schibsted). Joint venture structure, based on public filings and press reporting.
Where is willhaben headquartered?
willhaben is headquartered in Vienna, Austria.
When was willhaben founded?
willhaben was founded in 2006.
How many employees does willhaben have?
willhaben employs approximately 500+ people.
What is willhaben's revenue?
willhaben does not publish standalone revenue; income comes from professional listing subscriptions, promoted listings, advertising, willhaben delivery.
Who are willhaben's competitors?
Main competitors in Austria include derstandard.at, amazon.de, ebay.at.
How does willhaben make money?
Mainly professional listing subscriptions, promoted listings, advertising, willhaben delivery.
Is willhaben publicly traded?
No — willhaben is not listed as an independent public company; it is operated by willhaben internet service GmbH (Styria Media Group, Schibsted).
How many visitors does willhaben get?
Third-party estimates place willhaben at roughly 45 million visits per month, mostly from Austria, with 73% mobile traffic.
Is willhaben safe?
willhaben is an established classifieds site founded in 2006 and ranked #1 in Austria; use the official domain willhaben.at and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementswillhaben.at
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustria 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