Prosus's OLX and Its EUR1.1 Billion Acquisition of La Centrale: Strategic Market Expansion and Monetization in Europe's Digital Classifieds Sector

In September 2025, Prosus's OLX Group announced its EUR1.1 billion acquisition of La Centrale, a leading French automotive classifieds platform, marking a pivotal step in its strategic expansion across Europe's digital classifieds sector. This move, expected to close by year-end, underscores OLX's ambition to solidify its dominance in high-margin marketplaces while leveraging artificial intelligence (AI) to drive growth and innovation. With La Centrale's strong market position in France—a country with a structurally attractive used car market—OLX is poised to capitalize on Europe's evolving digital commerce landscapeProsus’ OLX to buy French classified platform La Centrale in $1.3 billion deal^[1].

Strategic Rationale: Entering Western Europe's Automotive Market

La Centrale, a subsidiary of CarBoat Media (jointly owned by Axel Springer and The SPIR group), operates as a trusted name in France's automotive classifieds, specializing in higher-value vehicles and offering tools like a vehicle price calculator and free listings for cars under €3,000La Centrale - 2025 Company Profile & Competitors^[2]. According to a report by Bloomberg, the platform commands approximately 4.5 million monthly unique visitors and 350,000 active listings, positioning it as a critical player in a market projected to grow significantlyFrance Used Car Market Size, Share, Trends & Research Report^[3]. For OLX, the acquisition represents a strategic entry into Western Europe's automotive sector, a region where the used car market is dominated by SUVs—accounting for 38.45% of sales in 2024 and expected to expand at a 12.25% CAGR through 2030Used Car Market in France Insightful Analysis: Trends, Competitor ...^[4].

The deal aligns with OLX's broader vision to build a pan-European e-commerce ecosystem. CEO Christian Gisy emphasized that acquiring high-performing platforms like La Centrale allows OLX to integrate them into a cohesive network, enhancing cross-category synergies and customer retentionPROSUS N.V - Prosus's Olx Group agrees to acquire La Centrale, a Leading Motors Classifieds Platform in France for EUR1.1 Billion^[5]. This strategy is further reinforced by OLX's recent acquisition of Just Eat Takeaway, signaling a dual focus on both B2C and C2C marketplaces across EuropeProsus’ OLX to buy French classified platform La Centrale in $1.3 billion deal^[1].

Monetization Strategies: AI-Driven Growth and B2C Pivots

OLX's FY2025 financial results highlight its ability to scale profitably, with revenues of US$777 million (18% year-on-year growth) and aEBIT of US$270 million (61% increase)OLX Group reports strong FY 2025 results with 18% revenue growth and 61% profit uplift year-on-year^[6]. A key driver of this success is the company's pivot to B2C services, which offer higher margins compared to traditional C2C models. In the Motors category, for instance, OLX achieved 24% revenue growth by deploying dealer tools and trust-building features like vehicle history reportsProsus: OLX to focus on b-to-c services to boost monetization^[7]. Similarly, Real Estate and Jobs categories saw 23% and 15% growth, respectively, driven by AI-powered personalization and automationProsus: OLX to focus on b-to-c services to boost monetization^[7].

The acquisition of La Centrale amplifies these monetization strategies. OLX plans to integrate the platform's 200+ employees and proprietary technology into its AI-driven infrastructure, deploying 55 AI use cases to enhance user experience and operational efficiencyOLX Group reports strong FY 2025 results with 18% revenue growth and 61% profit uplift year-on-year^[6]. By leveraging La Centrale's existing dealer partnerships and its 12% CAGR in classifieds revenue, OLX aims to accelerate growth in France's professional seller segment—a market increasingly dominated by dealershipsGroupe La Centrale | Portfolio | Providence Equity^[8]. Prosus CEO Fabricio Bloisi noted that this acquisition aligns with the company's AI-first vision, enabling it to “build a leading European technology ecosystem focused on consumer platforms”PROSUS N.V - Prosus's Olx Group agrees to acquire La Centrale, a Leading Motors Classifieds Platform in France for EUR1.1 Billion^[5].

Competitive Landscape and Market Implications

France's digital classifieds sector is highly competitive, with rivals like ParuVendu and AutoScout24 vying for market share. However, La Centrale's reputation for transparency, coupled with OLX's technological prowess, positions the combined entity to outperform. Data from CompWorth indicates that La Centrale generates $33.7 million in annual revenue, with a revenue-per-employee ratio of $159,500—far exceeding industry averagesLa Centrale - 2025 Company Profile & Competitors^[2]. Post-acquisition, OLX's focus on AI-driven tools, such as dynamic pricing algorithms and enhanced vehicle verification processes, is expected to deepen customer loyalty and attract professional sellersGroupe La Centrale | Portfolio | Providence Equity^[8].

The deal also reflects broader trends in Europe's digital economy. As consumers increasingly prioritize convenience and trust, platforms that combine robust data analytics with seamless user experiences will dominate. OLX's investment of over US$17 million in AI capabilities—targeting personalization, automation, and fraud detection—further cements its competitive edgeProsus: OLX to focus on b-to-c services to boost monetization^[7].

Future Outlook and Investment Considerations

For investors, the La Centrale acquisition represents a calculated bet on Europe's digital transformation. With OLX targeting a 50% profit margin through B2C expansion and AI optimizationLa Centrale - 2025 Company Profile & Competitors^[2], the deal could unlock significant value. However, challenges remain, including regulatory scrutiny in Europe's tightly controlled digital markets and the need to balance innovation with user privacy.