What can we learn from classifieds web sites? Are there some features, strategies that could apply to online news media? On Google.fr, one of the most searched terms is “Le bon coin” (the good spot). (1) Leboncoin.fr, is a free classifieds site that ranks n°7 on the French market. It generates stunning monthly numbers:
- 4bn page views (a big news site makes between 100-300m pages views)
- 9.4m unique visitors
- 1:10 hour spent per visitor (vs. 16-20 minutes for online newspapers)
- 38 pages views per visitor
- for each visit, a viewer will look at 37 pages, and will stay 16 minutes on the site
- every single day, 300,000 new classifieds are posted by 200,000 users
- in a single month, more than 2m people will place a classified ad.
- the site carries an inventory of 9.5m classifieds (vs. 0.8m for ebay.fr).
All of this has been achieved in three years and by a team of 15. Leboncoin is part of a European strategy developed by the Norwegian media group Schibsted ASA: it started with Blocket in Sweden, and expanded to Segundamano in Spain, Subito in Italy, and more recently Custo Justo in Portugal. In France, Leboncoin is a co-owned with Spir Communication (2).
After a careful look at this business and lengthy discussions with Leboncoin’s general manager’s Olivier Aizac, here are some ideas worth considering for news sites. Read More











