The initiative was rolled out at a time when the used car market was shaken up considerably. Following a controversial platform change by competitor Blocket in late 2025, significant dissatisfaction arose and car dealers sought new avenues for their advertisements. In February, Ehandel.se reported when Tradera entered the car war with a free offer – an initiative that has now established the marketplace as the country's second largest player.
According to official statistics from Car.info, Tradera is now second largest in Sweden in terms of the number of new unique car ads per month.
Opens up for dealers and private individuals
During the period July to September this year, 735,000 searches were made for car brands on Tradera's platform. The most sought-after was Volvo, accounting for 38 percent of the searches, followed by Saab at 14 percent and BMW at 6 percent.
Going from launch to 53,000 car ads in just under eight months is a strong indication that there is room for a new alternative in the car market. We have built Tradera Cars to make it easier for both car dealers and private individuals to reach buyers across Sweden, says Erik Grohman, CEO of Tradera.
He adds that vehicle sales are fully in line with the company's overall strategy as a marketplace.
For many households, the car is one of the largest used goods transactions they make. Therefore, it is natural for us to use our experience to build a strong alternative within the car sector as well.
Extends free offer
When the initiative was launched, it was done with a free offer for the direct contact ad format, where the deal is made outside the platform. Tradera now announces that this format will continue to be completely free for sellers for the remainder of 2026 and throughout 2027.