Adevinta Removes eBay Name From Kleinanzeigen Portal

The European online classifieds operator Adevinta has announced that it rebranded its popular German generalist classifieds platform from 'eBay Kleinanzeigen' to 'Kleinanzeigen'.

The change had been announced in July 2022 and was enacted this week changing the logo and colour scheme of the website which, according to Similarweb, sees monthly traffic of around 155 million. The new URL is kleinanzeigen.de although a press release noted that the previous domain will remain accessible for several more years.

Paul Heimann, CEO of Kleinanzeigen and Head of the Re-Commerce Vertical at Adevinta, says:

“This is a natural transition after the acquisition of eBay Kleinanzeigen by Adevinta. The new, shorter brand name is also a statement: Kleinanzeigen remains Kleinanzeigen, with one exception: we’re getting better at providing a more responsible alternative to traditional e-commerce experience. Along with our new brand identity, the new Kleinanzeigen app includes new and improved functionality that caters to our customer’s needs.”

The eBay Kleinanzeigen platform was one of the crown jewels of eBay's classifieds division that Adevinta paid €9.2 billion to acquire back in 2020.

Since the acquisition Adevinta has sold off many of its unprofitable assets around the world to focus on its stated goal of maximising the transactional capabilities of its core European assets.