Adevinta is the European online-classifieds group spun out of Norway’s Schibsted in 2019. Its Portuguese roots run deep: CustoJusto.pt, one of Portugal’s pioneering general classifieds marketplaces, was launched in 2008 by Schibsted as a local adaptation of Sweden’s Blocket.se — bringing the Nordic marketplace model to the Portuguese market.
The Nordic media group Schibsted, based in Oslo, launched CustoJusto.pt in 2008 by adapting Blocket.se — Sweden’s dominant online classifieds site — for Portugal. When Schibsted spun off its international marketplaces business as Adevinta in 2019, the Portuguese operation sat within that Nordic-born classifieds lineage. CustoJusto became one of Portugal’s best-known platforms for buying and selling second-hand goods, vehicles and property.
The story illustrates how a Nordic digital business model travelled south: the Blocket template, refined in Sweden and Norway, was localised for Portuguese users and scaled into a national marketplace. Adevinta and Schibsted remain among Europe’s most influential classifieds operators, and the Portuguese market they helped seed continues to be shaped by that Nordic marketplace DNA.
Adevinta’s Portuguese footprint shows the corridor working at the level of digital business models, not just physical goods. A Swedish/Norwegian classifieds template became a mainstream Portuguese platform — an early, durable example of Nordic technology and product thinking taking root in Portugal.
Fractio helps Nordic companies enter the Portuguese market — from market sizing to first sales, hiring, and legal setup.
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