Hemnet Monthly Update Suggests Improved Market Environment as "Sell First, Pay Later" Gains Traction

Hemnet has released its monthly update for April 2026 as the Swedish portal operator looks to offer more transparency around its performance.

In April, net sales at Hemnet amounted to SEK 116.6 million (USD 12.4 million), a decline of 21% compared to the same period last year. Average Revenue per Paid Listing (ARPL) grew by 11% for the period. Listing volume was down 11%, while paid listings amounted to 11.1k for the month.

Hemnet has endured a harrowing 70% share price decline in the past 12 months and recently switched its revenue model to accommodate the "sell first, pay later" offer, which was rolled out nationwide earlier this year.

Hemnet's accounts will now have a deferred revenue line as published listings are only monetised after completion, an offer Hemnet says was taken up by nearly half of consumers in Sweden in April.

Meanwhile, the sell-through rate for the February cohort of “sell first, pay later” listings was in line with expectations, with more than half of the listings selling after twelve weeks on the market.

Jonas Gustafsson, CEO of Hemnet, said:

“Following a slow past twelve months and a hesitant start to the year, we saw a clearly improved market environment in April. Published listings declined by 11% year-on-year, which was the lowest year-on-year decline during the last twelve months. ‘Sell first, pay later’ was live across the country from 30 March which had a positive effect on volumes in the month. ARPL grew by 10.8% in April, while net sales were down by 21.2%. The total conversion to ‘Sell first, pay later’ amounted to 41% of all published listings in April. The sell-through rate for the February cohort of ‘Sell first, pay later’ listings was just below 60% after three months, which is in line with the payment alternative ‘Pay when listing is removed’."