Ebays Role In Londons Freebie Culture Gumtree And The Rise Of Community Giving

The trend of obtaining items for free has become increasingly prevalent in London, with eBay playing a significant role through its acquisition of Gumtree, a community classifieds platform that features a dedicated "freebies" section. This article examines how eBay's involvement in the London freebie market has developed, the scale of free items available through these platforms, and the factors driving this cultural shift toward community sharing and reuse.

eBay's Expansion into London's Classifieds Market

eBay has strategically expanded its presence in London's classifieds market through significant acquisitions. In particular, the company purchased Gumtree, a fast-growing London-based community classifieds site, and LoQUo, which serves Spain, Portugal, France, London, Berlin, and Oslo. Both services are modeled closely after U.S.-based free-classifieds service Craigslist and have now been incorporated into eBay's Kijiji unit, which is building a worldwide network of free-classifieds sites outside the United States.

Prior to these acquisitions, Kijiji already operated in 90 cities worldwide. The addition of Gumtree and LoQUo significantly expanded eBay's classifieds presence, particularly in English-speaking markets. The London Gumtree site alone had more than 110,000 ads posted in March, with "flatshare" (apartments) being the largest category with 26,000 listings.

Gumtree's design and functionality closely resemble Craigslist, featuring similar sections such as "missed connections," discussion boards, ride-shares, and importantly, a "freebies" category. The site bills itself as the "largest flat-share and job site" in London, demonstrating its comprehensive approach to community classifieds beyond just free items.

The Scale of Free Items on eBay's Platforms

The volume of free items available through eBay's classifieds platforms in London is substantial. According to Hannah Rouch, the chief marketing officer of Gumtree, approximately 1 million free items are listed on the platform every week. This staggering number indicates the significant role that free items play in the London classifieds market.

The popularity of these freebie sections has grown considerably. Gumtree has recorded a 160% increase in page views of free items since May, with user sessions on freebie pages rising by 15% year-on-year. This growth suggests that more London residents are actively seeking out and utilizing free items available through these platforms.

Examples of free items available through these classifieds platforms include: - Bikes in Woking - Christmas cards in Bristol - A sofabed and stepladder available in Camden, north London

These examples illustrate the diverse range of items that London residents are offering for free, from practical household items to seasonal goods and larger furniture pieces.

Factors Driving the Freebie Trend

Several factors have contributed to the growing popularity of free items on eBay's classifieds platforms in London:

Economic pressures have played a significant role in driving interest in free items. The cost of living crisis has made many London residents more conscious of their spending, leading them to seek alternatives to purchasing new items. As Chris Alderman, a 27-year-old resident of Surbiton, southwest London, explained, he had almost entirely furnished his flat for free using Facebook Marketplace and other sites because he was short of cash immediately after finalizing his home purchase.

The COVID-19 pandemic also accelerated this trend. Supply chain problems and high street lockdowns during the pandemic led to difficulties in obtaining some items through usual routes. Alderman noted that deliveries of sofas and beds were being held up during the Covid crisis, prompting him to find alternatives to buying new. He reported saving himself "a couple of thousand pounds" by acquiring items like a bed, desk, desk chair, dining chairs, coffee table, mirror, and even a sofa for just £25 through these platforms.

Beyond economic necessity, there appears to be a broader shift in consumer behavior. Rouch indicates that rising interest in freebies is part of a general shift in behavior in the past year or so, with more acceptance of secondhand goods and increased interest in sharing with the local community. This suggests that the freebie trend may be evolving from purely economic motivations to include environmental and community considerations.

eBay's Motives and the Craigslist Ethic

When eBay acquired Gumtree and expanded into local free classifieds, it raised questions about the company's motives compared to platforms like Craigslist. The Craigslist ethic is described as being "more about serving consumers and less about making money," while eBay's motives are likely "to skew more toward profit."

This difference in approach may affect how free items are presented and managed on eBay's platforms. While Craigslist maintains its focus on community service, eBay's involvement in the free classifieds space may introduce more commercial elements or eventually monetize the platform in ways that could impact the availability or presentation of free items.

The acquisition also created some competitive dynamics, as eBay already owned a 25-percent stake in Craigslist. While Craigslist is most dominant in the U.S., it also has sites around the world. As a result, some of eBay's Kijiji sites now compete with some Craigslist sites, particularly in international markets.

eBay's Other London Offerings

Beyond Gumtree, eBay has maintained a presence in London through other initiatives. The company hosts eBay Live events, such as a live stream for MCM Comic Con in London. While not directly related to free items, these events demonstrate eBay's continued engagement with the London market.

The eBay Live platform allows users to watch action and bid on items live, creating a more engaging, interactive bidding experience. According to the platform description, Only experienced, trusted sellers can sell on eBay Live, which aims to provide buyers with assurance about the legitimacy of their purchases.

Community Impact of Freebie Platforms

The growth of free items on eBay's classifieds platforms has had a notable impact on London communities. By facilitating the redistribution of items that might otherwise be discarded, these platforms contribute to more sustainable consumption patterns. The ease of accessing free items through platforms like Gumtree has made reuse more practical for many residents.

The community aspect extends beyond simple transactions. These platforms often include discussion boards and community features that help connect London residents who might not otherwise interact. This social dimension can strengthen community bonds while addressing practical needs.

Challenges and Considerations

While free items offer numerous benefits, there are some challenges associated with this trend:

1. Quality and Safety: Unlike traditional retail purchases, free items come without guarantees or return options, requiring users to assess quality and safety themselves.

2. Logistics: Arranging for the collection or delivery of free items can sometimes be challenging, particularly for larger pieces of furniture or items located far from the recipient.

3. Sustainability Concerns: While free items promote reuse, the increased accessibility of free goods could potentially contribute to overconsumption rather than true sustainability.

4. Platform Monetization: As eBay potentially seeks to monetize these platforms, there are concerns that the free nature of these services could be compromised over time.

Conclusion

eBay's involvement in London's freebie culture through its acquisition of Gumtree has significantly contributed to the accessibility and popularity of free items in the city. With approximately 1 million free items listed weekly on Gumtree alone and substantial growth in page views of free sections, these platforms have become important resources for London residents seeking to save money, reduce waste, and engage with their local communities.

The trend toward free items has been accelerated by economic pressures and the pandemic-related supply chain issues, but appears to be evolving to include broader considerations of sustainability and community sharing. While eBay's commercial motives may differ from the community-focused approach of platforms like Craigslist, the company's involvement has undoubtedly expanded the reach and visibility of free items in London's classifieds market.

As the cost of living continues to challenge many London residents, these freebie platforms are likely to remain important resources. The community-building aspect of these services also suggests that their value extends beyond simple economic benefits to include social connections and environmental considerations.

Sources

1. Poynter - eBay Expands Further into Community-Based Classifieds

2. The Guardian - Free now, don't pay later: how UK families are turning to freebies

3. Best Hashtags - Amazon UK Hashtags

4. Fandom - eBay Live MCM Comic Con

5. eBay Inc. Stories - London, America's Biggest Export: Football