Youla
A Russian classifieds marketplace for used goods and local sales.
Youla at a glance
Youla is a classifieds website and one of the most visited sites in Russia, currently ranked #198 in the country. It was founded in 2014 by Mail.ru Group and is headquartered in Moscow, Russia. Today Youla is owned by VK. Our estimates put its audience at ≈ 30 million visits per month. The business earns money mainly through listing fees, advertising. Its closest rivals include avito.ru, ozon.ru, drom.ru.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 28.2 million / month | +2% |
| Q2 | ≈ 29.1 million / month | +3% |
| Q3 | ≈ 30 million / month | +3% |
| Q4 | ≈ 31.8 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 Russia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Russia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 9 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
- Russia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| youla | 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 Russia 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 Russia
Company information
- Website
- yula.ru
- Sector
- Classifieds
- Owner
- VK
- Owner type
- Subsidiary of public company
- Founders
- Mail.ru Group
- Founded
- 2014
- Headquarters
- Moscow, Russia
- Employees
- 500+
- Ownership
- VK controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $100 million annual revenue (est.)
- Languages
- Russian
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $100 million annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Youla operates a classifieds and listings marketplace focused on Russia. A Russian classifieds marketplace for used goods and local sales. Revenue comes mainly from listing fees, supported by the other lines listed below.
- Listing fees
- Advertising
Products & services
International presence
- Primary market
- Russia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Russia)
- #198 in this index
- Sector rank
- Leading classifieds site in Russia
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| avito.ru | ≈ 18 million / month | #199 class competitor | — |
| ozon.ru | ≈ 13.5 million / month | #200 class competitor | — |
| drom.ru | ≈ 9 million / month | #201 class competitor | — |
What is Youla?
Youla (yula.ru) is a classifieds and listings marketplace serving users in Russia. A Russian classifieds marketplace for used goods and local sales. It ranks #198 among the most visited websites in the country in this index, within the classifieds category.
Who owns Youla?
The site is operated by VK, founded by Mail.ru Group. The company was established in 2014 and is headquartered in Moscow, Russia. It employs around 500+.
Traffic and audience
Traffic estimates place Youla at roughly 30 million visits per month, about 1 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 Youla makes money
Revenue comes primarily from listing fees, alongside advertising.
Competitors in Russia
Its closest rivals include avito.ru, ozon.ru, drom.ru.
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
- 2014
Youla is founded in Moscow, Russia.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #198 among the most visited websites in Russia.
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 Youla?
Youla is operated by VK. Subsidiary of public company structure, based on public filings and press reporting.
Where is Youla headquartered?
Youla is headquartered in Moscow, Russia.
When was Youla founded?
Youla was founded in 2014 by Mail.ru Group.
How many employees does Youla have?
Youla employs approximately 500+ people.
What is Youla's revenue?
Youla's revenue: ≈ $100 million annual revenue (est.).
Who are Youla's competitors?
Main competitors in Russia include avito.ru, ozon.ru, drom.ru.
How does Youla make money?
Mainly listing fees, advertising.
Is Youla publicly traded?
Youla's ownership: Subsidiary of public company.
How many visitors does Youla get?
Third-party estimates place Youla at roughly 30 million visits per month, mostly from Russia, with 73% mobile traffic.
Is Youla safe?
Youla is an established classifieds site founded in 2014 and ranked #198 in Russia; use the official domain yula.ru and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsyula.ru
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageRussia 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