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Adevinta: The European Classifieds Titan
A deep dive into the €1.5B revenue giant reshaping online commerce
While Silicon Valley chases AI unicorns, a European behemoth quietly dominates the classifieds market with a portfolio worth over $1.5B. Adevinta isn't just listing jobs and apartments; it's the infrastructure of European commerce.
"Adevinta proves that in the classifieds game, owning the marketplace infrastructure is more valuable than chasing the latest tech trend."
The Portfolio Powerhouse
Adevinta's strategy isn't about a single vertical; it's about ecosystem dominance. From consumer goods to real estate, holiday rentals, and jobs, they've built a diversified portfolio that captures value across the entire lifecycle of European assets. This isn't a startup pivot; it's a calculated empire.
The Trust Paradox
Here's the tension: Adevinta generates massive traffic and revenue, yet their Trustpilot rating sits at a mediocre 2.3/5. For founders, this is a critical lesson. In classifieds, utility often trumps sentiment. Users return because the platform works, not because they love the brand—proving that in B2C marketplaces, frictionless transactions beat emotional connection.
The tech stack reveals a pragmatic, legacy-aware approach. jQuery and Bootstrap remain core tools, suggesting a focus on stability over bleeding-edge innovation. Yet, the presence of Tailwind CSS and modern security headers (HSTS) shows they aren't stuck in the past. This is a company optimizing for reliability, not flashy tech demos.
- Revenue Scale: $1.57B annually places them in the top tier of European tech
- Traffic Volume: 33,860 monthly visits to the corporate domain alone
- Backlink Authority: 3.4M backlinks signal massive SEO dominance
- Operational Scale: 8,600+ employees across multiple European markets
The Unsexy Billion
Adevinta proves that in enterprise software, boring beats brilliant every time. They aren't chasing trends—they're owning the fundamentals of European digital commerce.
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Adevinta is a leading online classifieds group in Europe. Our portfolio spans consumer goods, mobility, real estate, holiday rentals and jobs.
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“Adevinta Turned Kijiji Into a Pay-to-Fail Platform”
Subject I am following up because your previous response — or lack thereof — only reinforces my absolute disgust with Kijiji’s customer support and the astonishingly poor logic behind your advertising system. Let me be crystal clear: this is not a “misunderstanding.” This is a fundamental failure of design, disclosure, and basic respect for paying customers. It is now over eight hours since my ad was placed and paid for. According to your own metrics — as shown clearly in the attached screenshots — the ad has received zero page views. Not low engagement. Not poor performance. Zero. At the same time, another ad for the exact same vehicle, placed differently, has received hundreds of views. The contrast could not be more obvious. The reason, as your support casually admitted after my money was taken, is that WANTED / SWAP ads are filtered out and do not appear in the main browsing sections. That raises an unavoidable question: What possible logic justifies selling paid promotions for ads that your own system intentionally hides? Where — exactly — do you clearly and unambiguously explain before payment that certain ad types are functionally invisible? Where do you warn users that they may be paying for an ad that will never appear where buyers actually look? You don’t. Instead, Kijiji: Accepts payment upfront Applies hidden filters that destroy visibility Delivers zero exposure Then hides behind “that’s how it works” when challenged That is not a technical oversight. It is misleading by design. Since Adevinta took over, this platform has gone relentlessly downhill. What was once a usable marketplace is now an overpriced, over-filtered, poorly thought-out system that punishes users for trusting it. Every design choice seems engineered not to help sellers succeed, but to extract money first and deflect responsibility afterward. I am writing this at 3:00 AM because I am still angry — angry at wasting hours of my time, angry at being treated with contempt by support, and angry at realizing that Kijiji no longer values the people who actually fund the platform. Is your programming team truly unaware that filters which suppress ads also suppress page views — the very metric you sell promotions on? Or is the expectation that users simply won’t notice until it’s too late? Either explanation is unacceptable. This experience has made one thing very clear: Kijiji is no longer a serious marketplace. It is a cautionary tale. And I will continue to make that known publicly until this practice is either fixed or properly exposed. You should be ashamed of how this is being handled.
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About adevinta.com
Adevinta is a leading online classifieds group in Europe. Our portfolio spans consumer goods, mobility, real estate, holiday rentals and jobs.
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adevinta.com uses 18 technologies across their website including Google Fonts, HSTS, reCAPTCHA, PHP, and more.
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