TradeRev
TradeRev operates as a digital wholesale vehicle auction platform within OPENLANE Canada, formed by its merger with ADESA Canada. The marketplace provides simulcast bidding, inventory management, and analytics tools, connecting 15,000+ dealers, OEMs, and fleet operators across Canada.
- Company typePrivate
- Founded2009
- HeadquartersToronto, Canada
- Headcount501–1,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What TradeRev does
TradeRev is a digital wholesale vehicle marketplace founded in 2009 and headquartered in Toronto, Canada, that has merged with ADESA Canada to form OPENLANE Canada, a combined entity marketed as Canada's largest digital wholesale used vehicle marketplace. The platform facilitates real-time auction-based transactions between vehicle sellers (primarily OEMs and rental fleets) and buyers (primarily franchised and independent dealers), served through a web application, native iOS/Android mobile applications, and three physical simulcast auction sites located in Toronto, Calgary, and Montreal. Core product capabilities include simulcast sales (live simultaneous online and on-site bidding), ProPlans and MyLot inventory/account management tools, the OPENLANE Vehicle Value Index for wholesale market intelligence, dedicated buyer and seller tool suites, specialty auctions for niche vehicle categories, and a public auction channel extending beyond the dealer-only wholesale market.
Underlying technology combines TradeRev's digital marketplace platform with ADESA Canada's physical auction infrastructure, enabling real-time bidding, saved-search notifications, vehicle preview scheduling, buy-now and timed-auction formats, and average-sale-price analytics for sellers. The platform integrates enterprise supply relationships with major OEMs (Hyundai, Ford, GM, FCA/Stellantis, Mercedes-Benz) and rental fleet operators (Enterprise Holdings, Avis Budget Group) on the sell side, and serves a network of over 15,000 buyers and sellers on the demand side.
TradeRev's revenue model is a hybrid of transaction fees on wholesale vehicle sales facilitated through the marketplace and recurring subscription revenue from ProPlans/MyLot services for enhanced account and inventory functionality. The company operates within a horizontal segmentation approach, targeting vehicle dealers, OEM and fleet-operator suppliers, and independent wholesale buyers across Canada as both buyer and seller participants in a single integrated platform.
TradeRev firmographics
Firmographics- Name
- TradeRev
- Legal name
- TradeRev
- Website
- https://traderev.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- TradeRev operates as a digital wholesale vehicle auction platform within OPENLANE Canada, formed by its merger with ADESA Canada. The marketplace provides simulcast bidding, inventory management, and analytics tools, connecting 15,000+ dealers, OEMs, and fleet operators across Canada.
- Ownership category
- akta.pro rank
TradeRev industry classification
Industry- Product category
- Wholesale Vehicle Auctions
- NAICS
- Automobile and Other Motor Vehicle Merchant Wholesalers (42311)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industry
- Dealer-to-Dealer (B2B) Vehicle Remarketing Networks (TLABAKAB)
Keywords
Where TradeRev is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
TradeRev business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales
Revenue model
- Auction Transaction Fees: Facilitates wholesale vehicle transactions between buyers and sellers, earning fees per transaction completed on the marketplace platform
- Marketplace Services: Provides ProPlans and MyLot services for enhanced marketplace functionality
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
TradeRev product offering
Product offeringCore offering
TradeRev operates a digital wholesale vehicle auction marketplace connecting vehicle dealers, OEMs, and fleet operators across Canada. The platform enables online and simulcast vehicle sales with mobile access on iOS and Android devices. TradeRev merged with ADESA Canada to form OPENLANE Canada, combining digital auction technology with physical auction infrastructure.
Product overview
TradeRev operates as a core component of OPENLANE Canada's unified wholesale used vehicle marketplace — a platform that merged ADESA Canada and TradeRev into a single combined offering. The portfolio includes the main OPENLANE Canada Marketplace (the core platform for wholesale vehicle transactions), the OPENLANE Mobile App (iOS/Android), Simulcast Sales (real-time online bidding across physical lanes), ProPlans & MyLot (account and inventory management tools), the Vehicle Value Index (market analytics), Buyer Tools and Seller Tools (complementary feature sets for each user type), Specialty Auctions, and Public Auctions. Together, these products create an end-to-end ecosystem serving both wholesale and public vehicle buyers and sellers.
Differentiator
Problem solved
Functional benefit
Products and services
- OPENLANE Canada Marketplace Digital wholesale vehicle auction platform connecting vehicle dealers, OEMs, and fleet operators across Canada, offering online and simulcast vehicle sales through a web interface.
- ProPlans & MyLot Subscription service providing dealers with auction access and enhanced buying and selling capabilities on the platform.
- Specialty Auctions Targeted auction events for specific vehicle categories such as off-lease, ex-fleet, and ex-demonstrator vehicles sold to dealer buyers.
- Public Auctions Open auctions providing broader access to wholesale vehicles for a wider pool of buyers.
- OPENLANE Mobile App Mobile application for iOS and Android devices enabling on-the-go access to auctions, bidding, and inventory management.
Quantifiable outcome
- Canada's largest digital wholesale marketplace
Companies that use TradeRev
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
TradeRev technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TradeRev partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ADESACanadacoreTradeRev merged with ADESA Canada to form OPENLANE Canada, combining TradeRev's digital marketplace technology with ADESA's physical auction infrastructure to create Canada's largest digital wholesale vehicle marketplace.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
TradeRev competitors and assessment
Company assessmentDirect peers
- ACV Auctions: ACV Auctions operates a digital-first wholesale vehicle marketplace serving dealers across North America with real-time online bidding and condition reports, the closest direct comp to TradeRev/OPENLANE Canada's dealer-to-dealer digital auction model.
- Copart: Copart runs an online vehicle auction platform connecting sellers (insurers, dealers, fleets, owners) with buyers worldwide; directly comparable business model of digital vehicle auctions with simulcast/live online bidding.
Broad incumbents
- Manheim (Cox Automotive): Manheim is the largest North American wholesale vehicle auction operator, combining physical auction lanes with digital bidding (MOST SimuLive) across a much broader US footprint; comparable in offering wholesale auctions and simulcast, but operates at vastly larger scale and is the dominant incumbent TradeRev competes with in digital.
- IAA (RB Global / Ritchie Bros. Auctioneers): IAA, part of RB Global, is a large online vehicle salvage and total-loss auction platform with heavy digital infrastructure; comparable digital auction format serving fleet/insurer supply similar to OPENLANE Canada's wholesale marketplace.
- OPENLANE (Kar Global parent marketplace): OPENLANE (formerly KAR Global) is the parent of OPENLANE Canada/TradeRev and operates the US digital wholesale vehicle marketplace; included as the parent/sibling platform with the same marketplace DNA and dealer/fleet buyer-supply model.
Others
- eBay Motors: eBay Motors is a large consumer-facing online marketplace for vehicle listings and auctions; adjacent marketplace for vehicle transactions but not a direct dealer-only wholesale competitor.
- CarGurus: CarGurus is an online automotive marketplace focused on consumer used-car listings; thematic adjacency in digital vehicle commerce but does not compete in dealer-only wholesale auctions.
- Cars.com: Cars.com is a leading consumer-facing online car marketplace connecting buyers with dealers; comparable in operating an online vehicle marketplace, but exposure is consumer retail listings rather than B2B wholesale auctions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
TradeRev social profiles
Digital presenceTradeRev financial estimates
Financial estimateRevenue estimate
Valuation estimate
TradeRev leadership team
Management profileNumber of profiles
Profiles1 record
TradeRev funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TradeRev 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 TradeRev
What does TradeRev do?
TradeRev operates a digital wholesale vehicle auction marketplace connecting vehicle dealers, OEMs, and fleet operators across Canada. The platform enables online and simulcast vehicle sales with mobile access on iOS and Android devices. TradeRev merged with ADESA Canada to form OPENLANE Canada, combining digital auction technology with physical auction infrastructure.
Is TradeRev a public or private company?
TradeRev is a private company. It is classified as corporate owned and is currently operating.
When was TradeRev founded?
TradeRev was founded in 2009. It employs 501 to 1,000 people.
Where is TradeRev based?
TradeRev is headquartered in Toronto, Canada, in the North America region.
How does TradeRev make money?
Two revenue lines are on record. Auction Transaction Fees are the primary driver. The others are marketplace Services.
Who are TradeRev's main competitors?
Direct peers on record are ACV Auctions and Copart. Broad incumbents are Manheim (Cox Automotive), IAA (RB Global / Ritchie Bros. Auctioneers) and OPENLANE (Kar Global parent marketplace). Others are eBay Motors, CarGurus and Cars.com.
Does TradeRev have an API?
No public API is recorded for TradeRev.
What industry is TradeRev in?
TradeRev's product category is Wholesale Vehicle Auctions. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of TLABAKAB, Dealer-to-Dealer (B2B) Vehicle Remarketing Networks. Its NAICS code is 42311.