After inking a $9.2 billion deal to merge their classifieds businesses last year, eBay and Norway’s Adevinta have announced a deal to sell off three popular web properties in the UK to get the deal cleared by local regulators, the Competition Markets Authority. The companies plan to sell off Adevina-owned Shpock, and eBay-owned Gumtree and Motors.co.uk — three UK sites that let individuals sell used goods and find/offer services — with the transactions expected to be completed in time for eBay and Adevinta to complete their bigger deal in Q2 2021, pending final regulatory approvals.
“EBay and Adevinta remain excited about the proposed combination of Adevinta and eBay Classifieds Group and now target closing the transaction in Q2 2021, subject to final ratification of the remedies execution plan by the CMA and receipt of outstanding regulatory approval in Austria,” the companies said in a joint statement.
The companies have not yet said whether they plan to sell them in a single package or to independent buyers, but a spokesperson for Adevinta said that it’s likely that there will be another update in 4-6 weeks. She declined to give a price range for the properties.
But in the statement from the companies, eBay said that Gumtree and Motors, which form its UK classifieds business, account for less than 10% of its consolidated revenues ($10.3 billion last year); and Adevinta said that Shpock revenues make up less than 1% of its consolidated revenues (which were about $80 million in the last 12 months). Adevinta is the majority owner of Norwegian publisher Schibsted, among other businesses.
The CMA provisionally has said that it would support the deal if the sale of the three properties gets completed.
“The CMA considers that there are reasonable grounds for believing that the undertakings offered by Adevinta and eBay, or a modified version of them, might be accepted by the CMA under the Enterprise Act 2002,” it noted in a brief update (which was dated 2 March, 2020, although I think that was a typo).
The divestment decision comes as a result of the CMA last month announcing that the deal raised competition concerns as is.
“It is important that people have choice when it comes to selling items they no longer require or searching for a bargain online, and that they can enjoy competitive fees and services,” said CMA’s Joel Bamford, Senior Director of Mergers, in a statement. “There is a realistic chance that without this deal Gumtree and Shpock would have been direct competitors to eBay, which is by far the biggest player in this market. This is the latest in a series of merger probes by the CMA involving large digital companies, where we are thoroughly examining deals to ensure that competition is not restricted, and consumers’ interests are protected.”
Interestingly, one of those other deals also involves eBay, indirectly. Another asset that eBay sold off as part of its wider divestment efforts aiming to streamline its business was selling secondary ticket market company Stubhub to Viagogo in a $4 billion deal. That acquisition closed last year, but then the merger was investigated by the CMA, which last month ordered Viagogo to divest the company’s business outside of North America. It’s a crushing blow when you consider that events have fallen off a virtual cliff (literally and figuratively).
Turning back to Gumtree, Shpock and Motors.co.uk, even if those sites are a relatively small part of eBay and Adevinta’s wider business revenue-wise, collectively they form a very popular option for people looking to buy or sell used goods or hire people for service jobs in the UK. I’ve been a regular user of both in my time, to sell and buy items, and to advertise for/discover several excellent au pairs. Coincidentally, people also use them to resell tickets.
It’s notable that the CMA didn’t consider Facebook, or any others, big enough yet to be seen as viable competitors in that market. It will be worth watching to see how and if that changes though. With deals like last week’s $191 million fundraise for Wallapop, and Facebook’s persistent Marketplace efforts, it is clear that there is still business to be found in classified listings, both as a standalone enterprise, or as something that creates stickiness for users to hang around for other services and advertising alongside them.