What BlueLots does

BlueLots operates a B2B online marketplace that connects retailers and wholesale suppliers holding excess, customer-returned, or overstock inventory with small businesses, entrepreneurs, and resellers who purchase goods at liquidation prices for resale on Amazon, eBay, Shopify, and similar channels. The platform, operated by the Delaware corporation Sell It Easy Inc. and headquartered in San Francisco, was founded in 2017 and counted 1-10 employees as of the most recent data. It functions as a self-serve web marketplace with two purchasing formats - live auctions ending on a daily cycle and Buy Now instant purchases - and operates entirely on a single-country, US-domestic basis.

The underlying technology is a web-based auction and listing platform with detailed inventory manifests (UPC, ASIN, MSRP, quantity, condition), BlueLots Buyer Protection (a refund guarantee if goods do not match the listing), and integrated freight and shipping-label management. Listings are marketed automatically to the platform's claimed base of 45,000+ wholesale buyers via email notification. The technology stack exposes no AI, API, SDK, or mobile-app surface area; distribution is concentrated on the web marketplace, an educational blog, an email newsletter, and a Facebook community group.

The business model is a pure transaction-fee take rate: sellers list inventory for free and pay a 12.9% commission only upon a completed sale, with no other fees disclosed. BlueLots monetizes solely on the spread between seller and buyer; buyer-side pricing is gated behind account registration. The company was backed at inception in March 2017 by Soma Capital, UpHonest Capital, and Y Combinator in a seed round with undisclosed economics, and has had no subsequent disclosed capital events, partnerships, acquisitions, leadership changes, or regulatory actions. As of the most recent input, the company is publicly soliciting acquisition offers through its homepage.

Name

BlueLots

Legal name

Sell It Easy Inc.

Website

https://bluelots.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

BlueLots is a B2B online marketplace that connects retailers and wholesale suppliers of excess or returned inventory with small businesses and resellers, transacting via daily-ending auctions and fixed-price Buy Now listings on a 12.9% seller commission.

Ownership category

akta.pro rank

Product category

Liquidation Marketplace

NAICS

Merchant Wholesalers, Nondurable Goods (424), Other Miscellaneous Nondurable Goods Merchant Wholesalers (424990)

SIC

Wholesale-Durable Goods (5000), Retail-Nonstore Retailers (5960)

akta.pro primary industry

B2B Liquidation Auctions & Asset Disposition Retail (CRAEAFAG)

Keywords

• Liquidation marketplace
• Wholesale auctions
• Excess inventory
• Bulk resale
• B2B liquidation

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

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. Sales Commission: BlueLots charges sellers a 12.9% commission on completed sales. There is no fee to list inventory and no other fees - making it free for sellers to list with revenue generated only upon successful sale transactions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

BlueLots is a B2B online marketplace where retailers and wholesale/closeout suppliers list bulk liquidation inventory — including customer returns, shelf pulls, and overstock — for sale via daily-ending auctions and Buy Now listings. Small businesses, entrepreneurs, and resellers purchase pallet/case quantities of brand-name goods across categories such as apparel, electronics, health & beauty, and general merchandise to resell on channels like Amazon, eBay, and Shopify. Sellers list for free and pay a 12.9% commission only on completed sales, while buyers are protected by the BlueLots Buyer Protection guarantee.

Product overview

BlueLots operates as a B2B liquidation marketplace platform that connects small businesses, entrepreneurs, and resellers with sources of bulk excess inventory. The core product is the BlueLots Liquidation Marketplace, which enables wholesale and liquidation auctions ending daily. The platform includes a Seller Platform for businesses to list inventory (featuring 12.9% commission and free listing), a Buyer Account Platform with buyer protection guarantees, and the BlueLots Blog providing educational content for resellers on topics including Amazon FBA, eBay selling, and shipping logistics. Inventory spans categories including Clothing/Shoes/Accessories, Electronics, Health & Beauty, General Merchandise, and Business & Industrial.

Differentiator

Problem solved

Functional benefit

Products and services

• BlueLots Liquidation Marketplace B2B online marketplace where retailers and wholesale/closeout suppliers list bulk liquidation inventory (customer returns, shelf pulls, overstock) for sale to small businesses and resellers through daily-ending wholesale auctions and Buy Now listings, spanning categories including apparel, electronics, health & beauty, general merchandise, and business & industrial.
• Buyer Account Platform Free registered-buyer account platform that enables users to browse, watch, and bid on liquidation lots and complete Buy Now purchases, with access to detailed inventory manifests, email alerts when new inventory is listed, and the BlueLots Buyer Protection guarantee.
• Seller Platform Seller-facing platform allowing retailers, brands, and wholesale suppliers to list excess inventory, customer returns, and overstock through a user-friendly listing form with spreadsheet upload / manifest creation, paying a 12.9% commission only on successful sales, with integrated freight and shipping-label management and automated marketing to 45,000+ wholesale buyers.

Quantifiable outcome

• 3x higher recovery rate for sellers compared to other liquidation methods
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Bonanza: Bonanza is an e-commerce marketplace with strong focus on liquidation, overstock, and closeout sellers; it overlaps with BlueLots as a destination for buyers and resellers of excess inventory, though its model is broader than a pure B2B liquidation auction.

Broad incumbents

• Liquidity Services: Public company operating multiple liquidation marketplaces including GovDeals, Liquidation.com, and GovLiquidation — a broad incumbent in B2B surplus and liquidation auctions with vastly larger scale and capital than BlueLots.
• Overstock Business (Wholesale Division): Overstock operates closeout and overstock B2B inventory channels alongside its consumer marketplace — a broad incumbent whose closeout sourcing and reseller-facing supply overlap with BlueLots' supplier side of the marketplace.
• Amazon Liquidation Store: Amazon's official Liquidation Store sells customer-returned and overstock pallets to resellers — a heavily capitalized, vertically integrated competitor in the same B2B liquidation/reseller space BlueLots occupies.

Direct peers

• Via Trading: Via Trading wholesales bulk lots of general merchandise, apparel, and customer returns to resellers worldwide — directly comparable in customer (bulk resellers), product mix, and pallet-based fulfillment.
• 888 Lots: 888 Lots operates an online liquidation auction marketplace for customer returns and overstock from major retailers, targeting small resellers and e-commerce sellers — highly comparable to BlueLots' positioning and scale.
• BULQ: BULQ sells unboxed, used, and returned inventory by the truckload and pallet to resellers and small businesses — directly comparable to BlueLots in target buyer, product mix, and pallet-based liquidation supply.
• B-Stock Solutions: B-Stock runs the largest B2B liquidation and overstock auction marketplaces (B-Stock Supply, B-Stock Fashion, B-Stock Mobile), connecting retailers' excess inventory directly with resellers — closely matching BlueLots' B2B auction model and SMB reseller buyer base.
• BoxFox: BoxFox is an online liquidation marketplace for shelf-pulls and overstock from Target and other major retailers, sold by the pallet to small resellers — a near-twin of BlueLots' B2B inventory model.
• Direct Liquidation (Quicklotz): Direct Liquidation offers pallets and truckloads of customer returns and overstock from major retailers via auction and Buy Now — overlapping directly with BlueLots in supply source (big-box retailers) and reseller customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sourcebluelots
• LinkedInlinkedin.com/company/bluelots

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 records

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

M&A

Investments

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

Frequently asked questions about BlueLots