Sell My Livestock
SellMyLivestock is a UK-based online marketplace enabling farmers to buy and sell livestock directly without auction-mart commissions. It serves over 180,333 registered UK farmers via a freemium web and mobile platform monetised through Gold subscriptions and listing-promotion fees.
- Company typePrivate
- Founded2014
- HeadquartersRowlands Castle, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sell My Livestock does
SellMyLivestock is a UK-based online marketplace that enables farmers to buy and sell livestock directly, bypassing traditional auction marts and their associated commission fees. The platform is operated by Hectare Agritech Ltd, a privately held company co-founded in 2014 by Hampshire livestock farmer Dan Luff, and is headquartered in Dorchester (Wadebridge House, Poundbury) with additional contact details in Rowlands Castle. It claims to be the UK's largest online livestock network, with 180,333+ registered farmers trading cattle, sheep, pigs, and goats across the country, and surfaces breed society partnerships alongside core farm customers.
The core product is a self-serve web marketplace with native iOS and Android applications, featuring listing management with photos and descriptions, direct buyer-seller messaging, a post-transaction review system, and a Verified Member trust-badge program. Premium functionality includes SML Boost (a paid feature that promotes listings higher in search results) and Gold Membership (a subscription tier providing unlimited listings and enquiries, immediate access to new listings, Verified Member status, and a free monthly Boost credit). The technology stack is a conventional marketplace architecture; no AI or proprietary model components are disclosed.
SellMyLivestock monetises through a freemium-plus-subscription model: a free Starter tier with strict usage limits and a 24-hour delay on new listings drives acquisition, while Gold membership at £14.99/month or £149/year and one-off Boost purchases drive recurring and transaction revenue. Enterprise portal packages are offered to breed societies, commercial farmers, agents, marts, and brokers on a contact-sales basis. To date, the company has raised approximately $1.25M across three Seedrs crowdfunding rounds between 2015 and 2017, employs 1-10 people, and operates only in the United Kingdom.
Sell My Livestock firmographics
Firmographics- Name
- Sell My Livestock
- Legal name
- Hectare Agritech Ltd
- Website
- https://sellmylivestock.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SellMyLivestock is a UK-based online marketplace enabling farmers to buy and sell livestock directly without auction-mart commissions. It serves over 180,333 registered UK farmers via a freemium web and mobile platform monetised through Gold subscriptions and listing-promotion fees.
- Ownership category
- akta.pro rank
Sell My Livestock industry classification
Industry- Product category
- Online Livestock Marketplace
- NAICS
- Livestock Merchant Wholesalers (42452), Other Farm Product Raw Material Merchant Wholesalers (42459)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)
- akta.pro primary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
- akta.pro secondary industry
- Beef Cattle Trading & Order Buying (Live Cattle) (AFAEABAI)
Keywords
Where Sell My Livestock is headquartered
LocationHeadquarters
- HQ city
- Rowlands Castle
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sell My Livestock business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Gold Membership Subscription: Premium subscription tier providing unlimited listings and enquiries, verified member status, free monthly Boost credits worth £348/year, immediate access to new listings, extended listing duration, and other premium features
- SML Boost Fees: Optional paid feature allowing sellers to boost listings for higher visibility. Free monthly Boost included with Gold membership
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Starter (Free) - Limited access membership |
| Subscription | Monthly | Gold - £14.99/month or £149/year |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Sell My Livestock product offering
Product offeringCore offering
SellMyLivestock operates the UK's largest online livestock marketplace, enabling farmers to post listings of cattle, sheep, pigs, goats and other livestock with photos, descriptions, health information and pricing, and to communicate directly with prospective buyers or sellers to agree on terms. Transactions are completed farmer-to-farmer without auction-mart commissions, supported by a verification/trust-badge system, a listing-promotion add-on and native iOS/Android apps.
Product overview
SellMyLivestock is a single unified online livestock marketplace platform designed for UK farmers to buy and sell livestock directly. The core platform enables listing creation with photos and descriptions, buyer-seller communication, and transaction management. Premium features include SML Boost (a promotional add-on to increase listing visibility) and tiered memberships (Gold at £14.99/month and free Starter). A mobile app extends access to iOS and Android devices for trading on the go.
Differentiator
Problem solved
Functional benefit
Brands
- SML Boost: Premium listing promotion service that moves adverts higher in search results for increased visibility.
- Gold Membership
- Verified Member
Products and services
- SellMyLivestock Online Marketplace Self-serve online marketplace where UK farmers post livestock listings (with photos, descriptions, health information, and pricing) and communicate with buyers or sellers to complete direct, commission-free transactions.
- SML Boost Optional paid add-on that promotes a seller's listing higher in marketplace search results to reach more buyers and accelerate sale velocity.
- SellMyLivestock Mobile App Native iOS and Android applications that deliver instant access to marketplace listings and enquiries, real-time alerts and the ability to trade livestock on the go.
Quantifiable outcome
- Save approximately £800 on £12,000 worth of cattle sold compared to auction mart commission
- +3 more outcomes
Companies that use Sell My Livestock
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Sell My Livestock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sell My Livestock partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Sell My Livestock competitors and assessment
Company assessmentRegional players
- AuctionsPlus: Australia's largest online livestock marketplace, enabling remote livestock sales via auctions and direct sales. Most direct comparable in business model and category but operates in a different geography (Australia vs UK).
- MartEye: Irish online livestock auction platform connecting farmers for live and timed auctions of cattle and sheep. Highly comparable marketplace model but primarily serves the Republic of Ireland and Northern Ireland rather than mainland UK.
Broad incumbents
- AgriWebb: Australian-origin livestock farm management SaaS platform serving cattle and sheep producers globally. Broader incumbent in the digital livestock space, with management rather than marketplace focus but the same farmer customer base.
- Frontier Agriculture: Major UK arable and livestock inputs supplier and crop marketing business with deep farmer relationships. A traditional UK agribusiness incumbent that could digitise and compete if it chooses.
- Farmers Business Network (FBN): US-based direct-to-farmer commerce and data network across crop inputs, livestock, and finance. Operates a much broader agricultural marketplace and data platform with significant venture backing.
- Mole Valley Farmers: UK farmer-owned agricultural cooperative supplying feed, livestock equipment, and ancillary services. Represents the established offline competitor model that online livestock marketplaces like SellMyLivestock are disrupting.
- Carrs Billington: UK agricultural supplier providing livestock feed, machinery, and rural supplies to farms across northern England and Scotland. Traditional incumbent in the offline livestock supply chain that competes for farmer wallet share.
Others
- Hectare Agritech sister products (Graindex): Graindex is the parent Hectare Agritech's online grain marketplace, sharing technology, brand, and farmer relationships with SellMyLivestock. Comparable in business model but in adjacent crop commodity category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sell My Livestock social profiles
Digital presenceSell My Livestock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sell My Livestock leadership team
Management profileNumber of profiles
Profiles1 record
Sell My Livestock funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sell My Livestock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sell My Livestock
What does Sell My Livestock do?
SellMyLivestock operates the UK's largest online livestock marketplace, enabling farmers to post listings of cattle, sheep, pigs, goats and other livestock with photos, descriptions, health information and pricing, and to communicate directly with prospective buyers or sellers to agree on terms. Transactions are completed farmer-to-farmer without auction-mart commissions, supported by a verification/trust-badge system, a listing-promotion add-on and native iOS/Android apps.
Is Sell My Livestock a public or private company?
Sell My Livestock is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sell My Livestock founded?
Sell My Livestock was founded in 2014. It employs 1 to 10 people.
Where is Sell My Livestock based?
Sell My Livestock is headquartered in Rowlands Castle, United Kingdom, in the Europe region.
How does Sell My Livestock make money?
Two revenue lines are on record. Gold Membership Subscription is the primary driver. The others are SML Boost Fees.
Who are Sell My Livestock's main competitors?
Regional players on record are AuctionsPlus and MartEye. Broad incumbents are AgriWebb, Frontier Agriculture, Farmers Business Network (FBN), Mole Valley Farmers and Carrs Billington. Hectare Agritech sister products (Graindex) is listed as an others.
Does Sell My Livestock have an API?
No public API is recorded for Sell My Livestock.
What industry is Sell My Livestock in?
Sell My Livestock's product category is Online Livestock Marketplace. Its primary akta.pro industry code is CRAFABAH, Pet & Animal Supplies Marketplaces, with a secondary code of AFAEABAI, Beef Cattle Trading & Order Buying (Live Cattle). Its NAICS code is 42452 and its SIC code is 200.