IronPlanet
IronPlanet is an online marketplace for buying and selling used heavy equipment, trucks, and durable assets across 12+ categories, serving 1.8+ million registered buyers globally with timed auctions, 24/7 fixed-price transactions, and IronClad-inspected listings as a subsidiary of Ritchie Bros. Auctioneers.
- Company typePrivate
- Founded1999
- HeadquartersPleasanton, United States
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
What IronPlanet does
IronPlanet is an online marketplace for buying and selling used heavy equipment, trucks, and other durable assets, founded in 1999 and headquartered in the United States (Pleasanton, CA). The platform operates a multi-channel transaction model combining scheduled timed online auctions, a 24/7 fixed-price and negotiated-offer marketplace (Marketplace-E), and on-site auctions integrated with its parent company Ritchie Bros. Auctioneers (NYSE: RBA). Equipment categories span construction, mining, agriculture, transportation, government surplus, cranes, quarry and aggregate, forestry, oil and gas, and real estate, with a stated inventory of 80,000+ items and 1.8+ million registered buyers globally. The IronClad Assurance program provides inspection-based equipment certification and post-purchase condition guarantees, serving as the trust layer that differentiates IronPlanet from generic classifieds platforms.
The company operates on a commission-based revenue model, charging sellers a percentage of the final transaction value and capturing fees on Buy Now and Make Offer transactions on Marketplace-E; pricing is transaction-based with no disclosed subscription tiers. Distribution is exclusively digital on IronPlanet's own platform, supplemented by cross-promotion and referral from sister brands (GovPlanet for government and military surplus, TruckPlanet for commercial trucks, Marketplace-E for immediate purchases, and Ritchie Bros. Asset Solutions and Rouse for adjacent valuation and disposition services). Acquired by Ritchie Bros. Auctioneers in 2017 alongside Pickles, IronPlanet functions as the digital-first channel within a larger omnichannel auction ecosystem that includes 200+ global physical auction locations and Ritchie Bros. Financial Services for buyer financing. The company employs 251–500 people and sells to enterprise customers (fleet operators, construction firms, government agencies) as well as mid-market and individual buyers across North America, EMEA, and Asia-Pacific.
IronPlanet firmographics
Firmographics- Name
- IronPlanet
- Legal name
- IronPlanet, Inc.
- Website
- https://ironplanet.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- IronPlanet is an online marketplace for buying and selling used heavy equipment, trucks, and durable assets across 12+ categories, serving 1.8+ million registered buyers globally with timed auctions, 24/7 fixed-price transactions, and IronClad-inspected listings as a subsidiary of Ritchie Bros. Auctioneers.
- Ownership category
- akta.pro rank
Where IronPlanet is headquartered
LocationHeadquarters
- HQ city
- Pleasanton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IronPlanet business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Commission-based Auction Fees: The company operates on a commission-based revenue model that insulates it from inventory ownership risks. Sellers pay fees based on the transaction value of equipment sold through the platform.
- Marketplace Transaction Fees: Revenue generated from Buy Now and Make Offer transactions on the Marketplace-E platform where equipment is sold at fixed prices or through negotiation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based seller fees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
IronPlanet product offering
Product offeringCore offering
IronPlanet operates an online marketplace for buying and selling used heavy equipment, trucks, construction machinery, and government surplus assets through timed online auctions, Buy Now fixed-price listings, Make Offer negotiations, and sealed auctions. The platform serves over 1.8 million registered buyers globally with 80,000+ listed items across categories including construction, mining, agriculture, transportation, cranes, and government surplus, supported by the IronClad Assurance inspection and certification program.
Product overview
IronPlanet is a multi-channel equipment marketplace operated by Ritchie Bros. Auctioneers, offering a unified platform combining fixed-date online auctions (via the core IronPlanet platform), 24/7 Buy Now and Make Offer transactions (via Marketplace-E), and traditional Ritchie Bros. Auctioneers events. The ecosystem includes specialized sub-brands GovPlanet (government surplus) and TruckPlanet (trucking), supported by value-added services IronClad Assurance (equipment certification), Ritchie Bros. Asset Solutions (asset management), and Rouse (valuation analytics). Equipment categories span Construction, Trucks & Trailers, Motors, Agriculture, Cranes, Forklifts and Warehouse Equipment, Mining, Quarry & Aggregate, Forestry, Oil & Gas, Government Surplus, Attachments & Parts, and Real Estate.
Differentiator
Problem solved
Functional benefit
Brands
- IronClad Assurance: Equipment inspection and certification program that provides detailed inspection reports backed by post-purchase condition certification
- Marketplace-E
Products and services
- IronPlanet Online Marketplace Core online marketplace and auction platform for buying and selling used heavy equipment, trucks, and machinery through multiple formats including online auctions, Buy Now, Make Offer, and Sealed Auction options. Serves construction, mining, agriculture, transportation, and government sectors globally.
- Marketplace-E 24/7 fixed-price marketplace allowing buyers to purchase equipment immediately at competitive prices or negotiate with sellers on a continuous basis. Complements IronPlanet's timed auction format with always-on transaction availability.
- IronClad Assurance
Quantifiable outcome
- 1.8+ million registered buyers worldwide
- +1 more outcomes
Companies that use IronPlanet
Customer profileNamed customers2 records
Segments10 records
Ideal customer profiles5 records
IronPlanet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
IronPlanet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ritchie Bros. AuctioneerscoreRitchie Bros. Auctioneers acquired IronPlanet to strengthen its digital capabilities and online auction presence. IronPlanet operates as a subsidiary and digital-first platform within the Ritchie Bros. ecosystem, leveraging parent company's 200+ global locations and established auction infrastructure.
Scale indicators3 records
Recent moves6 records
Expansion highlights2 records
IronPlanet competitors and assessment
Company assessmentDirect peers
- Ritchie Bros. Auctioneers: IronPlanet's parent company and most direct comp, operating a global multi-channel auction and marketplace platform for used heavy equipment with overlapping inventory, buyer base, and transaction formats (live, online, and Buy Now).
- Sandhills Publishing (MachineryTrader, TractorHouse, TruckPaper): Sandhills operates the leading classified marketplaces for used construction, agricultural, and trucking equipment, offering listing-based transactions that overlap directly with IronPlanet's seller audience and equipment categories.
- AuctionTime: Online auction platform for farm equipment, construction equipment, and trucks that competes with IronPlanet's timed-auction model across rural and mid-market equipment categories.
- Mascus: European-headquartered online marketplace for used heavy machinery, trucks, and agricultural equipment, providing direct international competition to IronPlanet's global buyer network.
Broad incumbents
- Caterpillar (Cat Used Equipment): Caterpillar operates its own certified used equipment program with financing, warranties, and dealer network, competing for both seller inventory (Cat fleet trade-ins) and buyer demand against IronPlanet's third-party marketplace.
- Komatsu Used Equipment: OEM-operated certified used equipment program that captures a portion of Komatsu fleet trade-ins and competes with IronPlanet's marketplace for sellers seeking OEM-backed resale channels.
- Volvo CE Used Equipment: OEM-operated used equipment channel for Volvo Construction Equipment, offering certified inventory that overlaps with the construction categories served by IronPlanet.
- eBay (Heavy Equipment category): Large generalist marketplace with a heavy equipment, truck, and construction vehicle category that competes at the low-to-mid price end of IronPlanet's marketplace, particularly for smaller buyers and individual sellers.
Others
- GovPlanet: IronPlanet's wholly-owned subsidiary focused on government and military surplus auctions; included as a same-corporate-family platform whose buyer base and inventory overlap with IronPlanet.
- TruckPlanet: IronPlanet's wholly-owned subsidiary focused on commercial truck and trailer sales, offering a specialized vertical marketplace whose inventory and buyer base overlap with IronPlanet's Trucks & Trailers category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
IronPlanet social profiles
Digital presenceIronPlanet financial estimates
Financial estimateRevenue estimate
Valuation estimate
IronPlanet leadership team
Management profileNumber of profiles
Profiles2 records
IronPlanet subsidiaries and ownership
Company hierarchySubsidiaries5 records
IronPlanet funding detail
Funding detailFunding overview
Funding rounds9 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IronPlanet M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IronPlanet
What does IronPlanet do?
IronPlanet operates an online marketplace for buying and selling used heavy equipment, trucks, construction machinery, and government surplus assets through timed online auctions, Buy Now fixed-price listings, Make Offer negotiations, and sealed auctions. The platform serves over 1.8 million registered buyers globally with 80,000+ listed items across categories including construction, mining, agriculture, transportation, cranes, and government surplus, supported by the IronClad Assurance inspection and certification program.
Is IronPlanet a public or private company?
IronPlanet is a private company. It is classified as corporate owned and is currently operating.
When was IronPlanet founded?
IronPlanet was founded in 1999. It employs 251 to 500 people.
Where is IronPlanet based?
IronPlanet is headquartered in Pleasanton, United States, in the North America region.
How does IronPlanet make money?
Two revenue lines are on record. Commission-based Auction Fees are the primary driver. The others are marketplace Transaction Fees.
Who are IronPlanet's main competitors?
Direct peers on record are Ritchie Bros. Auctioneers, Sandhills Publishing (MachineryTrader, TractorHouse, TruckPaper), AuctionTime and Mascus. Broad incumbents are Caterpillar (Cat Used Equipment), Komatsu Used Equipment, Volvo CE Used Equipment and eBay (Heavy Equipment category). Others are GovPlanet and TruckPlanet.
Does IronPlanet have an API?
No public API is recorded for IronPlanet.