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MarktPlaats SWOT & PESTLE Analysis

ID : 52712753| Jun 2020| 15 pages


Business Sector :E-Commerce

Operating Geography :Netherlands, Europe

About MarktPlaats : is an online classified advertising site with headquarters located in Amsterdam, Netherlands. The company was founded by Rene van Mullem in 1999. The name of the company simply means ‘marketplace’ in Dutch. The classified ads were initially offered free of cost to consumers. However, the increasing popularity of the platform encouraged the company to transform itself into a full blown advertising platform. What started off as a virtual trade site for consumers among themselves has grown to be the Netherlands’ most successful e-commerce platform and one of its most popular brands. The website offers all kinds of products ranging from clothing and collectibles to cars and household goods. New as well as second hand products are offered on the website. The website’s popularity is denoted by the fact that it has around 6.5 million unique visitors per month and that it adds as many as 350,000 new advertisements each day.
On the BrandAsset Valuator 2014, the world’s largest brand survey, Marktplaats stood as number 20 in the list of strongest Dutch brands. The company was acquired by eBay in 2004. Alexa Internet ranked eleventh in terms of visitors in the Netherlands in 2015. The company has over 100 employees as per 2020 records.
The mission statement of Marktplaats is in line with the eBay mission statement and reads, “(to let) consumers buy anything, anywhere, and helps all kinds of sellers compete in today's online commerce.”

MarktPlaats Revenue :

Competitive Analysis of MarktPlaats

The SWOT analysis for Marktplaats is presented below:
1. Leading online commerce platform for goods and services in the Netherlands
2. Highly accessible advertisement site with heavy traffic
3. Strong focus on user experience
4. Integrated shipping tool - negotiation, payment and shipping in one place
5. Security for payment and shipping
1. Moving towards an increasingly commercial course
1. Extending product lifetimes by second-hand trading
2. Persistent heat across the Netherlands increasing demand for cooling products
1. Strong competition in the e-commerce industry
2. Increasing preference of advertisers for other forms of internet advertising
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Detailed SWOT Analysis of MarktPlaats



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1. Extending product lifetimes by second-hand trading: Trading platforms such as Marktplaats have the power to extend the life of a product by increasing the time a product is actively used. This is done mainly by preventing those products being discarded as waste. This mode of reselling products ensures that fewer products need to be manufactured to meet demand. The second-hand trading seen at Marktplaats significantly lessens the number of products that end up in incinerators and thus causes a marked reduction in overall resources being consumed and CO2 emissions being produced. At the same time consumers are also benefited by having a cost effective way of procuring needed products. Second-hand trading is a business mode that currently attracts very little attention within the Dutch circular economy transition agenda for consumer goods. This is in spite of the fact that second-hand trading has the potential of promoting noteworthy environmental and circular benefits with lots of possibilities for further environmental benefits.

2. Persistent heat across the Netherlands increasing demand for cooling products: Cooling products are in high demand in the Netherlands owing to high heat levels experienced there. This makes products like 'swimming pool', 'air conditioning' and 'parasol' popular product searches. In the peak summer of 2019, Marktplaats was offering as many as 90,000 fans and air conditioners, 26,000 swimming pools and more than 7,800 parasols.


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Check Out Analysis of Other Relevant Companies

References used in MarktPlaats Analysis Report

1. The environmental benefit of Marktplaats trading - ttps://

2. Marktplaats and PostNL launch integrated shipping tool - Negotiate, pay and ship in one place -

3. Expansion of mobile advertising opportunities Marketplace -

4. Marktplaats helps users via chatbots -

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MarktPlaats SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & (2020). MarktPlaats SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 09 Jul, 2020].

In-text: (SWOT &, 2020)

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Marktplaats SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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MarktPlaats SWOT & PESTLE Analysis
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