Observed Signal · May 25, 2020 · Acquisition · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Axel Springer Bids for eBay Kleinanzeigen
Axel Springer, alongside investor KKR, is reportedly bidding for eBay Kleinanzeigen, the classifieds arm of eBay. The potential acquisition would expand Springer’s online portfolio alongside StepStone and Immonet. Reports from the Financial Times and other outlets cite sources; Golem notes competition from Naspers, Schibsted (Adevinta), and a private‑equity consortium of Hellman & Friedman, Blackstone, and Permira. eBay Kleinanzeigen is a free service funded by advertisements, which are integrated via Google’s ad system. The sale is said to be driven by Elliott, a major eBay shareholder, and could target the eBay Classifieds Group, including Mobile.de. Valuations discussed range from eight to twelve billion USD. In Q1 2020, the eBay Classifieds Group reportedly generated about €248 million in revenue, with 33.5 million users and 646.5 million visits in March 2020.
Moderate impact due to potential acquisition in classifieds/ad tech space
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Key Takeaways & Evidence Grounding
- Axel Springer and KKR reportedly bidding for eBay Kleinanzeigen
- Competitors include Naspers, Schibsted (Adevinta), and a Hellman & Friedman/Blackstone/Permira consortium
- eBay Kleinanzeigen is funded by Google ads within the Google Ads system
- Sale price estimated at $8-12 billion
- eBay Classifieds Group revenue in Q1 2020: €248 million; 33.5 million users; 646.5 million visits in March 2020
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