It's that time of year again. Companies in Latvia file their annual reports, the numbers go public, and we finally get to see how much money the classifieds portals actually make.
Not everyone has filed for 2025 yet. The bigger portals that need an audit have until the end of July, so a couple of the interesting ones are still missing (more on them below). But ss.lv is in, and let's be honest, that's the one everyone wants to see anyway.
Here's what's filed so far, starting with revenue.
| Portal | 2025 revenue | 2024 revenue | vs 2024 |
|---|---|---|---|
| ss.lv | €12,158,755 | €12,452,043 | -2.4% |
| mm.lv | €403,683 | €450,625 | -10.4% |
| reklama.lv | €399,419 | €532,958 | -25.1% |
And the profit side, which is where it gets interesting.
| Portal | 2025 profit | 2024 profit | vs 2024 |
|---|---|---|---|
| ss.lv | €7,960,346 | €8,966,838 | -11.2% |
| mm.lv | €2,529 | -€29,084 | loss to profit |
| reklama.lv | -€31,165 | -€18,999 | loss grew 64% |
One thing jumps out right away: all three portals that have filed shrank in 2025.
ss.lv is still a money printer
Look at that ss.lv row again. That's SIA "SS", the company behind the site. Almost 8 million euros in profit. From eleven employees.
That's a net margin of roughly 65 percent - for every euro coming in, about 65 cents stays as profit. Most companies would love a fraction of that. But it's the kind of number you end up with when you've been the default option in a country for two decades and most people never think to look anywhere else.
The interesting bit is what's happening underneath. 2025 was the first year ss.lv didn't grow. Revenue slipped about 2.4 percent, from 12.45 million in 2024 to 12.16 million. After years of climbing - the company did about 3.7 million back in 2014 - the line finally ticked down instead of up. And profit fell harder, down more than 11 percent: it's gone 10.8 million in 2023, 9 million in 2024, just under 8 million in 2025.
It's not a crisis. A business this dominant can coast for a long time. But when the biggest player in the market stops growing, that's worth a second look.
The other two tell a different story
The portals that filed alongside ss.lv show you how uneven this market really is.
reklama.lv, run by SIA "ADV Service", brought in 399 thousand euros - down a steep 25 percent on the year - and lost around 31 thousand. And it's not one bad year in isolation - the company has been shrinking for a long time. In 2019 it did 1.7 million. Now it's under 400 thousand and in the red, with the loss actually getting bigger.
mm.lv, which belongs to SIA "MEK", managed 404 thousand in revenue and a profit of 2,500 euros. Basically break-even, though at least it climbed out of the small loss it posted in 2024. It's been parked around that half-million mark for a decade without moving much either way.
To put that gap in perspective: ss.lv brings in more revenue in a single month than these two portals make in a whole year, combined.
The ones still missing
The two portals actually worth watching haven't filed their 2025 numbers yet.
Andele Mandele, the secondhand marketplace, did 4.3 million in revenue in 2024 - up from half a million just five years earlier. That's proper growth, and it's the closest thing to a real challenger, even if it plays a slightly different game than ss.lv. City24, the real estate portal, sat around 1.8 million.
We'll update this post once their reports come in. That's where the question that actually matters gets answered: is anyone closing the gap, or does ss.lv just keep printing money while everyone else fights over the rest?
What it adds up to
None of this is shocking if you've used ss.lv. It's the biggest and the default, and it makes a small fortune doing very little. We've written before about listings disappearing with no explanation and the fact that there's still no built-in chat in 2026. The 2025 numbers just show the other side of that story - none of it has dented the profit. When something earns you eight million a year, why change it?
Which is exactly why the rest of the market matters. Not because anyone is about to knock ss.lv off its perch next week, but because a market with one giant setting the rules isn't much fun for the person trying to sell a stroller or a used car.
If you want the full rundown of what else is out there, we went through the lot in our comparison of Latvian classifieds portals. And yes, AdSnap is one of them - free to post and available in three languages, with the built-in chat ss.lv still hasn't bothered to add.
About the numbers: these come from the companies' annual reports filed with Latvia's Register of Enterprises, accessed through brainclub.com and checked against firmas.lv. Revenue and profit are for each portal's operating company. One note on the "vs 2024" figures: a profit percentage only means much when a company was profitable in both years, so where a portal was in the red we describe the move in words instead. Everything is current as of July 2026, and we'll refresh it as the remaining 2025 reports are published.