Soov.ee entered the market as Estonia’s first classified newspaper in 1993. In 2007, the first online version of Soov was launched. The printed version was closed in 2008.

Soov.ee is an environment for general ads where all ads are moderated to guarantee high quality of content. Uploading an ad is free of charge for private persons (except for the real estate section). Up to 1,500 new ads are uploaded every day. The most popular sections are home, work, vehicles and pets. 

Soov is mainly an environment for selling from a private person to a private person ‒ 95% of ads are uploaded by private persons. The number of active advertisers is more than 85,000. 

In 2016, Soov switched to a new design with convenient functionality ‒ now it only takes 1‒2 minutes to upload an ad from a mobile or a computer. The mobile version is used by 34% of visitors.