willhaben
Austrian classifieds marketplace with advertising and transaction services.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- willhaben internet service GmbH & Co KG
- Entity type
- COMPANY
- Founded
- 2006
- Headquarters
- Landstraßer Hauptstraße 97-101 / Top Nr. B6, 1030 Vienna, Austria
- Company size
- 201–500
- Market role
- B2C Consumer App / Platform
- Official website
- willhaben.at
What willhaben does
willhaben runs a multi-sided marketplace that connects buyers, sellers, employers, property seekers and advertisers around local Austrian demand. It creates value by aggregating listings and audience attention in one place, then monetises that traffic through paid visibility products, ad inventory sales and transaction-enablement features. The marketplace side increases consumer utility through inventory breadth and search tools, while the media side converts audience scale and intent into advertising revenue.
Category differentiation
willhaben is an Austrian classifieds marketplace and owned-media platform, not a general open-web adtech vendor or a standalone payment processor. Its advertising products operate against its own marketplace audience rather than across the wider web.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
willhaben is an Austrian digital classifieds marketplace and media property serving consumers, private sellers, businesses, employers and advertisers. The platform enables listings and discovery across multiple verticals including goods, vehicles, property and jobs, while also operating advertising products that allow brands and agencies to reach Austrian audiences directly on the platform. Its revenue model is hybrid. Private user access is largely free, while monetisation comes from advertising inventory, self-serve ad buying, paid/promoted listings and transaction-related services such as PayLivery for payment, buyer protection and shipping. This makes willhaben both a consumer marketplace and a domestic advertising environment built on first-party audience reach and local listings density.
Business model & monetisation
willhaben uses a hybrid monetisation model. Core revenue comes from ad-supported marketplace traffic, including display, video and native placements sold within its owned inventory, plus self-serve campaign budgets through willhaben Ad Manager. Additional monetisation comes from paid listing enhancements such as promoted listings, category-specific commercial listing fees such as jobs, and transaction-related fees from PayLivery payment, protection and shipping flows. Native advertising is explicitly CPM-based, while self-serve campaigns use flexible advertiser-set budgets.
- On-platform advertising inventory
- CPM and campaign budgets for display, video and native ads
- Promoted listings and seller visibility products
- Paid placement upgrades within marketplace listings
- Transaction services via PayLivery
- Payment, protection and shipping-related fees
- Commercial listings such as jobs
- Category-based listing monetisation
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Adevinta
Operator of online classifieds marketplaces across Europe and selected global markets.
- Kleinanzeigen
Germany’s classifieds marketplace for local consumer and commercial trading.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Suchen nach gebrauchten iPhones verdoppelt: Wie viel kosten iPhone 17 Pro und Co. aktuell auf willhaben?
Recorded impact score: 3/5
Neue Pressemitteilung: 'Suchen nach gebrauchten iPhones verdoppelt: Wie viel kosten iPhone 17 Pro und Co. aktuell auf willhaben?' (23.09.2026) und 'willhaben belegt Platz 2 bei den Best Workplaces in Europe™ 2026' (17.09.2026).
willhaben belegt Platz 2 bei den „Best Workplaces in Europe™ 2026“
Recorded impact score: 3.5/5
willhaben belegt Platz 2 bei den „Best Workplaces in Europe™ 2026“ (17.09.2026)
Explore company relationships
Questions about willhaben
What is willhaben?
willhaben is an Austrian digital classifieds marketplace that also sells advertising and offers transaction features such as payment protection and shipping support.
Who uses willhaben?
Consumers, private sellers, small businesses, employers, brands, advertisers and agencies use willhaben to trade, list inventory or reach Austrian audiences.
How does willhaben make money?
It makes money from advertising, paid listing visibility products, category-specific listing monetisation and transaction-related fees through services such as PayLivery.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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