Case Study
Transforming Gumtree for a New Era of Marketplace Growth
Gumtree is one of the UK’s most popular online marketplaces, attracting more than 10 million monthly users who buy, sell, and connect within their local communities.
Following organisational changes, Gumtree partnered with Trigg Digital to modernise its legacy CRM environment and implement a modern Salesforce platform designed to support complex marketplace operations while improving efficiency, scalability, and future innovation.
Marketplace • Community • Mid-Market
Industry & Segment
Retail
Mid-Market
Platform & Products
Agentforce Sales
Agentforce Service
Experience Cloud
Slack
The Challenge
Overcoming legacy constraints under tight timelines.
Gumtree faced several critical architectural and operational roadblocks that required urgent modernising while maintaining zero business disruption across critical revenue and customer touchpoints.
Legacy Environment
The legacy Salesforce environment required urgent modernization following organizational changes to secure long-term operations and remove technical debt.
Disconnected Ecosystem
Fragmented, siloed workflows and pipelines across Sales, Marketing, Finance, and Customer Service prevented an optimized, unified operating view.
Integration Limitations
Severe platform restrictions between Salesforce and core advertising structures directly hindered and impacted high-value media sales operations.
Capacity & Delivery Risk
Limited internal technical capacity paired with aggressive delivery timelines demanded an optimized transition with minimal system disruption.
Our Approach
A modern, scalable architecture built for growth.
Trigg Digital partnered with Gumtree to design and implement a flexible, high-performance Salesforce framework capable of supporting its next phase of marketplace innovation.
Architecture Options Assessment
Trigg engineered three distinct platform options—balancing risk, speed, and future scalability—empowering Gumtree to confidently select their optimal target deployment framework.
Customer 360 Platform
Core functions across services, property, jobs, media sales, finance, and support workflows were consolidated into a single connected platform for a complete customer view.
Modular, Flexible Architecture
Development of an agile, composable Salesforce environment engineered specifically to accelerate upcoming product updates and cross-channel digital solutions.
Future-Ready Roadmap
The architecture was designed to smoothly scale and integrate advanced capabilities, including revenue lifecycle optimization and AI-driven automation via Salesforce Agentforce.
In Their Words
"Trigg Digital’s deep marketplace expertise and proven Salesforce capability made them the clear choice. This new platform gives us the agility to innovate faster, streamline operations, and deliver a more connected customer experience."
Andy Harper — Chief Executive Officer, Gumtree
The Results
Tangible transformation across the enterprise.
Improved Operational Efficiency
The new platform successfully reduced manual processes by approximately 30–40%, effectively streamlining backend workflows and boosting daily productivity across teams.
75% Lower Cost to Operate
Modernising the digital architecture rapidly cleared legacy technical debt, securing a notable 25–35% reduction in ongoing support and platform operational overheads.
Stronger User Adoption
Following project go-live, the unified system saw a 20–30% increase in active user adoption across core departments, enabling strong cross-functional collaboration.
Accelerated Time-to-Value
The marketplace transformation programme was executed rapidly, meeting critical legal cutover dates and eliminating the costs of a prolonged dual-run system phase.