IronPlanet

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.

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

Headquarters

HQ city

Pleasanton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core 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

Named customers2 records

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ritchie Bros. AuctioneerscoreStrategic or Co-development Partner · 1 January 2019Ritchie 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

Direct 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

• Xx.com/IronPlanet
• Facebookfacebook.com/ironplanet
• LinkedInlinkedin.com/company/ironplanet

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds9 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IronPlanet