Tonaton.com

Tonaton.com is a classified advertisements website operating in Ghana.

Business description

The site hosts free user-generated classified advertisements, sorted by various categories. The name "Tonaton" means "Buy and Sell" in Twi.

Launched in February 2013, Tonaton.com gained prominence due to its large selection of second-hand and brand new items. According to statistics from Alexa Internet, Tonaton.com became the 15th most visited website in Ghana after three months of operation.

Owned by Swedish investment company Kinnevik AB, the site is developed and maintained by technical teams based in Sweden. However, business development and customer services for Tonaton.com are managed by local staff within Ghana.

The website is free to use, with users required to provide a valid e-mail address in order to upload advertisements onto the site. All submitted ads are manually screened before being shown on the site, a security measure to ensure that the products and services being offered are authentic and legal.

The Tonaton.com website is considered to be the first dedicated classifieds portal in the country, distinct from regional Google application platforms such as Google Trader.

Geographic scope

Tonaton.com's services are limited to cities and locations in Ghana, with an estimated potential audience of approximately 3.5 million internet users (as of June 2013).

Usage Statistics

Items listed on Tonaton.com include electronics, pets, cars and, vehicles and other categories including land and property. The categories with the highest volume (in terms of online transactions) on the site are vehicles, property and mobile phones.

Ads for second hand cars account for nearly 17% of all ads posted, with users from Accra, Kumasi and Sekondi-Takoradi contributing the majority of ads. Accra leads as The Primary trading hub for cars and vehicles, with an estimated value of 177 million GH₵ in total transactions. The second largest market is Kumasi with 14 million GH₵, and Sekondi-Takoradi trails with approximately 3 million GH₵ in estimated trading volume.