Truck Paper

What Truck Paper does

Truck Paper is an online marketplace and print publication for new and used commercial trucks, trailers, and related equipment, operated as a wholly-owned platform of Sandhills Global, Inc. and headquartered in Lincoln, Nebraska. Founded in 1981 as a print publication, the company has evolved into a hybrid digital marketplace (TruckPaper.com) and weekly regional print magazine that connects equipment sellers — primarily commercial truck and trailer dealers, with secondary exposure to fleets and owner-operators — with buyers across multiple equipment categories (sleeper trucks, day cabs, dump trucks, box trucks, dry vans, reefers, flatbeds, lowboys, and components). The platform hosts thousands of active listings from hundreds of manufacturers, supported by a mobile app, a dealer locator directory of 6,499 dealers, and a Want-to-Buy matching service.

The underlying technology is built on the Sandhills Global cloud-based platform, which provides integrated inventory management, real-time listing synchronization across TruckPaper.com, dealer hosted sites, and the Sandhills Cloud dealer portal, and the proprietary Sandhills Equipment Value Index (EVI) for tracking retail values, auction values, and inventory trends. Dealer-facing offerings include contract-free hosted website solutions (HTML and WordPress), a dealer portal for inventory and contact management, and the VIP Portal for subscription-based market analytics. The ecosystem is extended through integrations with AuctionTime.com (weekly online auctions), EquipmentFacts (auction listings and results), FR8Star (shipping logistics), and Currency/GoCurrency (equipment financing).

The business model is a multi-stream hybrid: transactional listing fees and featured/photo listings on the marketplace, recurring dealer advertising subscriptions, recurring website hosting and e-commerce solution fees (with free setup and no monthly fees on certain tiers), weekly print magazine advertising in regional editions, and subscription-based VIP analytics access. Buyers can post Want-to-Buy requests free of charge, anchoring a freemium funnel into paid seller services. Geographic reach is global via the Sandhills Global portfolio, with operational presence in North America, Latin America, Europe, Asia, Asia Pacific, Africa, and the Middle East.

Name

Truck Paper

Legal name

Sandhills Global, Inc.

Website

https://truckpaper.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Truck Paper, operated by Sandhills Global, is an online marketplace and weekly print publication connecting buyers and sellers of new and used commercial trucks and trailers, serving dealers, fleets, and owner-operators across North America and globally.

Ownership category

akta.pro rank

Product category

Commercial Truck and Trailer Marketplace

NAICS

Directory and Mailing List Publishers (51314)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

akta.pro secondary industries

Automotive & Transportation Magazines (MPAJAEAI), Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)

Keywords

• Commercial truck marketplace
• Trailer listings
• Used truck sales
• Equipment dealer advertising
• Trucking publications

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Listing Fees and Advertising: Sellers pay to list trucks and trailers on TruckPaper.com. Photo listings in print receive Featured Listing status on the website appearing above general listings.
2. Dealer Program Advertising: Dealer advertising programs allowing dealers to list all inventory on TruckPaper.com in addition to featured listings
3. Website Hosting Services: Custom hosted websites for truck and trailer dealers with no monthly fees and free setup
4. E-commerce Solutions: Custom-designed online stores for equipment sellers with 24/7 availability
5. Print Magazine: Weekly Truck Paper magazine published in multiple regional editions reaching transport industry buyers

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Truck Paper operates TruckPaper.com, an online marketplace that connects buyers and sellers of new and used commercial trucks, trailers, and related equipment, supplemented by a weekly regional print magazine, dealer advertising programs, hosted dealer websites, and market analytics subscriptions. The platform aggregates tens of thousands of listings from dealers, fleets, and individual sellers across hundreds of manufacturers, with integrated auction, financing, and shipping services.

Product overview

Truck Paper is an online marketplace and media company serving the commercial trucking industry, operated by Sandhills Global. The platform operates as a multi-product portfolio combining a primary marketplace (TruckPaper.com), a print publication (Truck Paper magazine), and a suite of dealer services. The core product connects buyers and sellers of trucks and trailers through an online platform featuring thousands of retail listings, integrated auction capabilities via AuctionTime.com, and equipment components/dismantled parts search. Dealer-facing offerings include a hosted website platform, a dealer portal (Sandhills Cloud) for inventory management, a VIP Portal for market analytics using the Sandhills Equipment Value Index, and advertising programs. The ecosystem is complemented by market reports subscription, a Want-to-Buy matching service, dealer locator directory, and parts search functionality, all unified under the Sandhills Global umbrella of industry-specific trading platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Truck Paper Magazine: Weekly print publication in multiple regional editions reaching transport industry buyers directly in their places of business.

Products and services

• TruckPaper.com Online Marketplace Online marketplace connecting buyers and sellers of new and used commercial trucks, trailers, and related equipment, featuring thousands of listings with specs, photo galleries, videos, and seller contact information.
• Truck Paper Magazine Weekly printed publication in multiple regional editions reaching transport industry buyers directly in their places of business.
• Dealer Advertising Programs Advertising solutions including featured listings, print and digital advertising, dealer program advertising, and individual equipment listings for truck and trailer dealers.
• Hosted Websites for Dealers Custom website hosting platform for truck and trailer dealers with real-time inventory sync, SEO optimization, mobile-first responsive design, HTML and WordPress options, and no contracts or monthly fees.
• Dealer Portal (Sandhills Cloud) Inventory and contact management platform for dealers to manage listings, customers, and operations across Sandhills Global platforms.
• VIP Portal (Value Insight Portal) Subscription-based market data and analytics portal providing Sandhills Equipment Value Index (EVI) data, retail values, auction values, and inventory trend analysis.
• Listing Input System Self-service platform for sellers to list trucks and trailers with up to 40 photos and video, providing global online exposure and nationwide print options.
• Want-to-Buy Free buyer matching service allowing buyers to post requests for specific trucks or trailers they need, with instant email alerts when matching listings are posted.
• Dealer Locator Directory of truck and trailer dealers searchable by location, manufacturer, and category, listing 6,499 dealers.
• Market Reports Monthly market reports covering retail value, auction value, and inventory trends across used farm machinery, construction equipment, and commercial trucking markets based on the Sandhills Equipment Value Index (EVI).
• Parts Search Search functionality for truck and trailer parts by part number, keywords, category, or manufacturer.
• Dismantled Trucks & Trailers Marketplace for dismantled machines and salvage equipment with searchable component categories.
• AuctionTime.com Online auction platform for trucks and trailers held every Wednesday, integrated with TruckPaper.com listings.
• Truck Paper Mobile App Mobile application providing buyers and sellers on-the-go access to TruckPaper.com listings, available on iOS and Android.
• Dealer E-Commerce Solution Custom-designed online store solution enabling equipment dealers to sell equipment, parts, and other items 24/7 with free setup and no monthly fees.

Quantifiable outcome

• Tens of thousands of daily buyers searching the platform
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AuctionTime.comcoreTechnology or IntegrationOnline auction platform integrated with TruckPaper.com for trucks and trailers. Auctions are held every Wednesday, allowing sellers to auction vehicles directly through the platform.
• EquipmentFactscoreTechnology or IntegrationEquipment auction listing platform integrated with TruckPaper.com, providing additional auction channels for truck and trailer sellers.
• FR8StarminorChannel Partner/ Reseller/ DistributorShipping and freight services integrated into TruckPaper.com for buyers and sellers to arrange transportation of purchased equipment.
• Currency (GoCurrency)minorChannel Partner/ Reseller/ DistributorEquipment financing services offered through TruckPaper.com platform, enabling buyers to obtain financing for truck and trailer purchases.
• Sandhills Global Family BrandscoreStrategic or Co-development PartnerTruckPaper.com is part of the Sandhills Global family including Machinery Trader, TractorHouse, Controller, AuctionTime, EquipmentFacts, AuctionValues, Value Insight Portal, VIP+, RentalYard, and many other platforms serving construction, agriculture, transportation, and aviation industries. Cross-platform listing opportunities provide greater exposure for sellers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Commercial Truck Trader: Direct marketplace competitor operating the largest non-Sandhills online listing platform for new and used commercial trucks and trailers in North America. Closest like-for-like peer in product category, target customer (dealers and buyers), and business model.
• MyLittleSalesman: Online marketplace for trucks, trailers, and heavy equipment listings with print magazine companion. Closely comparable two-sided marketplace serving commercial truck and trailer buyers/sellers across similar dealer and owner-operator segments.
• Machinery Trader: Sister platform within Sandhills Global for construction equipment listings. Highly comparable business model (online marketplace + print magazine + dealer services + EVI data) and direct internal adjacency in technology and customer base.
• TractorHouse: Sister Sandhills Global platform for farm and agricultural equipment marketplace. Identical operating model — online listings, print magazine, dealer-hosted websites, and shared Sandhills Cloud/EVI infrastructure — making it the most operationally comparable peer.
• AuctionTime.com: Weekly online auction platform for trucks, trailers, and equipment, integrated with TruckPaper.com. Direct transactional peer operating the same inventory pool via auction mechanism rather than fixed-price listings.
• EquipmentFacts: Online auction platform for trucks, trailers, and heavy equipment that is integrated with TruckPaper.com. Direct transactional peer with comparable listing inventory and buyer base, operating weekly auction events.

Broad incumbents

• RB Global (IronPlanet / Ritchie Bros.): Global incumbent operating IronPlanet and Ritchie Bros. Auctioneers for trucks, heavy equipment, and commercial vehicles. Comparable marketplace and auction business model with broader geographic reach and much larger scale, but overlapping customer base.
• Copart: Large public online vehicle auction company primarily focused on salvage and used passenger vehicles, but with an active commercial truck and heavy equipment segment. Comparable marketplace/auction business model and dealer buyer base, though broader in vehicle scope.
• AutoTrader.com (Cox Automotive): Incumbent automotive marketplace owned by Cox Automotive; primarily serves light-duty passenger vehicles but overlaps with Truck Paper on pickup trucks, vans, and light commercial segments. Comparable marketplace business model at much larger scale.

Emerging players

• eBay Motors: Broad consumer-facing vehicle marketplace with growing commercial truck and trailer listings. Comparable listing/marketplace mechanics and buyer traffic, but lighter specialization and less dealer tooling than Truck Paper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights1 record

Customer concentration

• Xx.com/TruckPaper
• Facebookfacebook.com/TruckPaperPub
• LinkedInlinkedin.com/company/2301649
• Instagraminstagram.com/TruckPaper

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Truck Paper