Trade Me to take 50 per cent stake in NZ’s Stuff Digital

Sean Cao

10th Jun 2025

Trade Me will take a 50 per cent stake in Stuff Group’s digital business, a partnership it expects will bring benefits to both vendors and buyers.

Trade Me has operated an online marketplace for property, motors, and jobs for the past 26 years. Stuff Digital runs the country’s largest news website, Stuff.co.nz, and homegrown social network Neighbourly.

As part of the deal, Stuff’s property section will become Trade Me Property branded, with listings, advertisements and some content shared across both platforms.

Stuff said in a statement that editorial independence and integrity is intrinsic to the business, and that Trade Me is committed to upholding Stuff’s editorial code of ethics and practice.

The new Stuff Digital board will be chaired by Stuff Group owner and publisher Sinead Boucher and will include Trade Me CEO Anders Skoe. Stuff will retain operational control of the business through the chair’s casting vote. 

The 50 per cent stake excludes Stuff Group’s Masthead Publishing business, Events and Neighbourly.

“This is an exciting investment to accelerate our growth by connecting with even more Kiwis to help them live the life they’ve always dreamed of,” commented Skoe.

He added that the advantages of the deal were clear from the outset, particularly for Trade Me Property customers. “This acquisition will enable vendors and agents to reach an even wider pool of prospective buyers while empowering buyers with every resource to navigate the property market with confidence.”

According to Boucher, this is the first time Stuff has accepted an equity partner since the management buyout five years ago.

“It was important to me that we found the right partner at the right time in our growth strategy, protecting our fiercely independent media business, which is loved and trusted by millions of New Zealanders,” she added.

The deal is expected to be completed within the next few months. Financial details were not disclosed.