Overview
2dehands is Belgium's largest online classifieds site, where people and businesses buy and sell new and second-hand goods. It runs in Dutch as 2dehands.be and in French as 2ememain.be. The most popular categories include cars, clothing, building materials and furniture. For a brand, 2dehands is less a classic sales channel and more a place to reach Belgian shoppers looking for deals, used and refurbished products.
Who is behind 2dehands
2dehands was founded in 1999 and is operated by Adevinta Belgium from Antwerp. Adevinta is one of Europe's largest online classifieds groups, with more than 25 marketplaces in 10 countries, including Marktplaats in the Netherlands, the Dutch sister site of 2dehands. Adevinta's marketplaces attract more than 120 million users and over a million businesses every month. eBay sold its classifieds business to Adevinta in 2020.
How 2dehands works
- Classified ads. Sellers place ads, and buyers contact them to agree the purchase. Private users can list items for free.
- Paid visibility. Sellers can pay to boost ads so they appear higher in search results.
- Business sellers. Companies, such as car dealers and retailers, can use professional accounts and advertising options to reach 2dehands users.
- Two languages. The same platform serves Flemish and French-speaking Belgium.
What a brand should think about
- Fit with second-hand and deal-seeking shoppers. 2dehands works best for refurbished goods, outlet stock, larger items or categories where people compare offers locally.
- Brand positioning, since a classifieds site sits next to private sellers and second-hand items.
- Advertising, which can be a way to reach a large Belgian audience even for brands that sell elsewhere.
Why 2dehands matters for brands
2dehands is part of everyday online life in Belgium and reflects the growing interest in second-hand shopping. For the right products, it can reach a large local audience at low cost.
How eBrands looks at 2dehands
eBrands works with brands on marketplaces across Europe and North America. If you want to see whether a platform like 2dehands fits your channel plan in Belgium, we are happy to talk it through.
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