Gumtree is rolling out Know Your Business (KYB) technology as part of a transformation of its home services category.
The move forms part of the online marketplace’s ambition to become the “go-to” platform for home services like plumbing, cleaning, and tuition.
In September last year the company overhauled its search results and listings pages to make it easier for consumers to navigate the almost 30,000 live job listings available at any one time.
The new technology, developed by GBG, aims to play a “vital role” in the transformation of this category by streamlining the onboarding process.
The tool will enable Gumtree to automate and scale the onboarding of its professional services accounts, with end-to-end business verification aiming to strengthen “marketplace integrity” and “user confidence”.
Joseph Rindsland, head of digital trust & safety at Gumtree, said that the new technology enables it to automate the KYB process through a single, connected system that “eliminates silos and static checks.”
“This helps us onboard and verify service providers faster, while also improving their user experience, supporting our goal to lead in home services category,” he continued.
In December 2025, Gumtree made its first investment in delivery infrastructure to enable sellers to ship products directly via the company’s website.
At the time, Gumtree signed a multi-year partnership with ShipStation, a logistics solutions firm providing an API which connects to a wide range of carriers, enables carrier performance management, and includes automated label creation and real-time tracking.
The move will provide a single connection to a wide range of delivery services, which Gumtree said will enable it to turn from a primarily offline service into a full online marketplace.
According to Retail Economics, the recommerce market will reach £12.4 billion in the UK by 2028, with Gumtree saying that the implementation of the new API will enable it to take advantage of this growth.
This news followed an announcement by the company in November that it was partnering with delivery company Evri to launch its first-ever integrated delivery service for UK customers.
Deliveries will begin with selected product categories, including fashion and baby, with others added during a wider launch planned for 2026.
