Norway's Adevinta ASA has won an auction to buy eBay Inc.'s classified ads unit for approximately $9 billion, Reuters reported July 20, citing sources familiar with the matter.

Ebay will keep a minority stake in its classifieds unit as part of the deal, the report said.

Naspers Ltd.'s arm Prosus NV initially had strong chances of buying the classifieds unit, as it submitted the highest bid. But eBay was reportedly interested in keeping a stake in its classifieds business, which reduced the Netherlands-based investment group's chances of winning the race for the unit, which was up for sale since February.

The company will also get a tax benefit worth approximately €2 billion by keeping a holding in the business and rolling over its equity, Reuters said.

Ebay's board met July 17 to choose a preferred bidder for the deal, but the meeting was reportedly inconclusive. However, a second round of meeting took place July 18, in which the board decided to keep a stake in the unit to retain customers and avoid competition between its classifieds and marketplace businesses, the report added.