Adevinta is removing the eBay logo and name from eBay Kleinanzeigen, the German classifieds portal the Norwegian company acquired last year from eBay.
The company operates online marketplaces and classifieds platforms in 14 countries globally, with two in Germany, eBay Kleinanzeigen and Mobile.de.
According to a statement by Linde Scheers, CMO, eBay Germany, eBay is happy with the name change as shoppers have been confused by the name eBay Kleinanzeigen believing the classifieds platform is still part of eBay.
With this branding change to use Kleinanzeigen (German for Classifieds) only, the confusion some shoppers had will go away, Scheers explained.
There was no official announcement from Adevinta on when users should see the name change on the German platform. As of today, the site ebay-kleinanzeigen.de still shows the eBay branding.
However, it seems Adevinta has acquired the domain kleinanzeigen.de.
Currently, the domain kleinanzeigen.de serves a blank page. But the favicon (the small favorites icon shown in browsers) is the same for both ebay-kleinanzeigen.de and kleinanzeigen.de suggesting a switch is imminent.
eBay Kleinanzeigen Was Part of eBay Classifieds Group Sale
The German eBay Kleinanzeigen classifieds platform was part of the eBay Classifieds Group transaction between eBay and Adevinta for $2.5 billion in cash and a 44% equity stake in the classifieds marketplace operator.
However, for the deal to be approved by Austrian regulators, eBay had to sell 10% of its Adevinta stock to UK-based private equity firm Permira.
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