Gumtree, one of the UK’s most popular online marketplaces, has launched Business Seller Verification, a new feature designed to make it easier for customers to transact with confidence.
The feature, which went live in February for Pro Accounts and will soon roll out to all Business Services users, represents a key milestone in Gumtree’s ongoing investment in trust and safety.
Business Seller Verification strengthens Gumtree’s existing trust and safety verification checks. These include photo-to-ID verification, company registration lookups, adverse media screening and user authenticity checks such as address validation and electoral roll matching. Once verified, businesses receive a prominent on-profile badge, “Identity Verified” for sole traders and “Business Verified” for limited companies, giving customers a clear and visible signal that they’re dealing with a validated seller.
Gumtree is initially targeting strong adoption across Services categories before expanding across all business sellers as part of its broader commitment to raising improved safety, confidence and quality interactions across the platform.
“Trust is the foundation of every great marketplace,” said Joseph Rindsland, Head of Digital Trust & Safety at Gumtree. “Business Seller Verification gives customers greater confidence in who they’re dealing with by making key identity signals clearer and easier to spot, while giving verified businesses the visibility and credibility they deserve.”
The launch forms part of a wider programme of trust-building features designed to support both business users and everyday consumers.
- Services Reviews (Google Business Reviews Import): Gumtree now displays existing Google Business reviews directly on Services profiles, giving professional sellers instant credibility, particularly for those new to the platform. The integration helps users make faster, more informed decisions when choosing service providers.
- Buyer & Seller Ratings: Gumtree’s established Buyer & Seller Review system continues to underpin trust in C2C transactions. In 2025 alone, more than one million user reviews were submitted on the platform, with sellers maintaining a strong average rating of 4.5. Users can leave feedback at multiple stages, from message centre interactions to delivery completion, creating greater transparency, accountability and confidence for both buyers and sellers across the marketplace.
Alongside these consumer-facing tools, Gumtree continues to bring peace of mind for users through an ongoing programme of security enhancements. Developments underway include phone verification for new and existing accounts, profile photo support, and enhanced login-event tracking – all expected to launch before the summer.
Gumtree has also renewed its partnership with ThreatMetrix, deploying advanced device fingerprinting across login, account creation and posting journeys to proactively detect and prevent fraudulent activity.
Together, these developments form part of Gumtree’s continued investment in building a secure, transparent and high-confidence platform for individuals and business alike.
