The bargain portal Ebay classifieds will in future remove the Ebay part of the name and appear under the brand name “Kleinwerbung.de”. This was announced by the company in Kleinmachnow near Berlin. The former classifieds division of Ebay, which also includes mobile.de, was sold to the Norwegian online marketplace Adevinta in June 2021.
However, the name change will not be visible immediately. With the introduction of the new brand name, the company initially secured the domain classifieds.de. However, the new web address is currently ineffective. The logo hasn't changed either. The new brand identity will be developed by June 2024 and will only become visible gradually, the company said.
Ebay classifieds is one of the most used websites on the German-speaking web, even after the separation from Ebay. With around 40 million users per month, the online classifieds market regularly tops the rankings of the independent online research working group. The portal is increasingly developing from a pure classifieds platform into a shopping website - and is thus competing with the former parent company Ebay.
At the time of the name change, the company announced the new "Buy Direct" function, which is similar to eBay's Buy It Now option. This is intended to speed up buying and selling via the platform. Sellers who post offers with a fixed price allow interested parties to buy directly – without prior negotiation or contact.
In the transaction, the money is held in escrow until the buyer has confirmed proper receipt of the item. According to the platform, it will still be possible to trade in the usual way, i.e. to negotiate the price.
