Hemnet Group AB (publ) (-0ABY), Sweden's leading property platform listed on Nasdaq Stockholm, has published preliminary figures for October 2026 showing net sales of SEK 112.2 million, a 25% decline compared to SEK 148.7 million in October 2025. The fall is partly attributed to the company's ongoing transition to its "Sell first, pay later" model, which significantly affects year-over-year comparatives. Despite the revenue decline, average revenue per paid listing rose 12%, and the platform launched free listings on 20 October 2026, attracting approximately 6,000 free listings within the month.

Key Points

  • Hemnet Group AB (publ) (-0ABY), listed on Nasdaq Stockholm under the ticker HEM
  • October 2026 net sales fell 24.5% year-on-year to SEK 112.2 million, with paid listings declining 38% to 8,500
  • Average revenue per paid listing (ARPL) increased 11.7% to SEK 9,414; free listings launched 20 October 2026
  • Investors should watch the November 2026 net sales update due 14 December 2026 for further transition indicators

October 2026 Net Sales and Paid Listing Volumes Reflect "Sell First, Pay Later" Transition

Hemnet's October 2026 figures show total net sales of SEK 112.2 million against SEK 148.7 million a year earlier, a decline of 24.5%. Property seller revenues fell 26.7% to SEK 95.2 million, while B2B revenues — covering real estate agents, developers, and advertisers — declined 10.1% to SEK 17.0 million. Paid listings fell sharply to 8,500 from 13,700 the prior year, a 38% drop, as the new "Sell first, pay later" model means listings enter the paid count only once marked as sold rather than at publication, directly distorting comparative metrics for the transition period.

Free Listings Launch on 20 October 2026 Draws 6,000 Submissions Within Weeks

Hemnet launched its free listings format on 20 October 2026, reporting strong initial uptake with approximately 6,000 free listings published before the month's end, included within the total 15,300 published listings. Total published listings grew 11.7% year-on-year to 15,300, contrasting with the sharp decline in paid listings. Early data disclosed in the announcement indicates that paid listings receive, on average, twice as many page views and are saved three times as often as free listings during the first week after publication, which the company presents as evidence of continued commercial value in its paid packages.

ARPL Rises 11.7% to SEK 9,414 Even as Year-to-Date Revenue Falls 22.2%

Despite the headline net sales decline, ARPL for paid listings rose 11.7% in October 2026 to SEK 9,414, compared with SEK 8,428 in October 2025. For the January-to-October 2026 period, cumulative net sales totalled SEK 1,032.6 million against SEK 1,327.4 million in the same period last year, a fall of 22.2%. Year-to-date paid listings stood at 96,200 versus 147,000 previously, a 34.6% reduction, while year-to-date published listings reached 123,400, down 16.1%. These figures remain preliminary and unaudited, with full fourth-quarter results scheduled for 28 January 2027.

Interim CEO Michael Hansen Outlines Hemnet's Strategic Focus Across Swedish Housing Market

Interim CEO Michael Hansen commented in the announcement that the new listing formats represent a step toward consolidating the entire Swedish housing market on the platform, aiming to give buyers improved market overview and sellers earlier exposure. Hansen stated his focus includes maintaining momentum in product development. Hemnet, which originated as an industry initiative in 1998 and has operated for more than 25 years, positions itself as an independent platform serving buyers, sellers, and agents across Sweden. Investors may be watching whether the structural shift in listing recognition timing continues to suppress reported revenues in forthcoming monthly updates.