Machinery Pete
- Company typePrivate
- Founded1989
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
Machinery Pete firmographics
Firmographics- Name
- Machinery Pete
- Legal name
- Machinery Pete
- Website
- https://machinerypete.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Machinery Pete industry classification
Industry- Product category
- Online Agricultural Equipment Marketplace
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI), Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)
Keywords
Where Machinery Pete is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Markets served
Machinery Pete business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Listing Fees - Sell It Yourself: Individual sellers pay $50 per month per listing to sell equipment directly to farmers, with $10/month for items under $1000. Provides exposure to 1.4 million monthly farmers.
- Dealer Partnerships: Over 1,100 dealer store partners pay for presence on the platform to reach millions of buyers. Dealers gain access to analytics tools and the Farm Reach Database.
- Auction Referrals: Platform aggregates auction listings and drives buyers to auction events, capturing referral traffic and listing volume across 110+ scheduled auctions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Sell It Yourself - Standard Listing |
| Subscription | Monthly | Sell It Yourself - Low Value Items |
| Subscription | Monthly | Dealer Partner Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Machinery Pete product offering
Product offeringCore offering
Machinery Pete operates MachineryPete.com, an online marketplace that connects buyers and sellers of used farm equipment across categories including tractors, harvesting equipment, planting equipment, applicators, hay and forage tools, tillage, grain handling, loaders and lifts, trucks and trailers, livestock equipment, specialty crops, and construction equipment. The platform supports private-party FSBO listings ($50/month per listing) for individual farmers and a Dealer Partner Program for the 1,100+ dealer stores that also list inventory, with additional services spanning auction calendar aggregation (Ritchie Bros., Proxibid), auction price data, tractor specifications, and integrated financing, shipping, tire, and warranty partners.
Product overview
MachineryPete.com operates a comprehensive online marketplace for used farm equipment, functioning as a single unified platform that combines listing services, auction tools, and value-added services. The core marketplace connects buyers and sellers across 2775+ equipment listings spanning categories including tractors (under 40 HP through 300+ HP), harvesting (combines, headers), planting, applicators (sprayers), hay and forage, tillage, grain handling, loaders and lifts (forklifts, front-end loaders, telehandlers, wheel loaders), trucks and trailers, construction, and specialty crops. The platform offers a 'Sell It Yourself' direct listing service for private sellers ($50/month) and a dealer partner program providing analytics and database access. Auxiliary services include auction calendar integration, auction price data for valuation, tractor specifications database, integrated financing (AgDirect, TrueCore Capital), shipping quotes (Valley Transportation), tire services (NTS Tire Supply), and extended warranty options (Machinery Scope).
Differentiator
Problem solved
Functional benefit
Brands
- Moving Iron Podcast: Podcast covering farm equipment and machinery topics
- Petes Machinery Talk
- Machinery Pete TV
Products and services
- MachineryPete.com Marketplace Online marketplace platform connecting buyers and sellers of used farm equipment across 13+ categories, with over 2,775 active listings in the Semi Trucks/Trailers category alone and many more across tractors, harvesting, planting, applicators, hay and forage, tillage, grain handling, loaders and lifts, livestock equipment, specialty crops, construction, and other categories. Used by individual farmers, dealers, and retiring sellers across the United States.
- Sell It Yourself (FSBO) Listing Service Direct listing subscription for private sellers of farm equipment, $50/month per listing ($10/month for items under $1,000). Provides exposure to 1.4 million monthly farmers, verified buyer/seller environment, performance statistics, and automatic renewal.
- Dealer Partner Program Subscription program for farm equipment dealerships providing access to the analytics suite, the Farm Reach Database (1.6 million farmer records), and enhanced listing visibility. Over 1,100 dealer store partners are enrolled.
- Auction Calendar Aggregated calendar of upcoming machinery auctions across the United States, integrated with major auctioneers such as Ritchie Bros. and Proxibid. March 2026 shows 110+ scheduled auctions, up 4.5% from late 2025.
- Auction Price Data Pricing intelligence product providing historical auction price data and analysis for used farm machinery across major brands (John Deere, Case IH, Kubota, etc.) to help buyers and sellers make informed valuation decisions.
- Tractor Specs Database Reference database of tractor specifications enabling users to research equipment details and compare models before buying or listing.
Quantifiable outcome
- 12.5% year-over-year increase in average auction price for John Deere 8R340 reflecting supply scarcity
- +1 more outcomes
Companies that use Machinery Pete
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Machinery Pete technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature2 records
Machinery Pete partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Valley TransportationminorShipping partner with 35+ years experience transporting equipment for manufacturers, dealers, and companies across the lower 48 states. Offers fastest, safest, and most economical shipping.
- NTS Tire SupplyminorTire supply partner enabling tire swaps and different setups for farm equipment. Offers fast, simple service for farmers and dealers across lower 48 states and Canada.
- Machinery ScopeminorExtended service plan provider offering customized coverage quotes to protect buyers from costly equipment breakdowns. Built by people with experience in shop and field settings.
- Ritchie Bros.coreMajor auction platform integrated into Machinery Pete listings, offering equipment auctions with Ritchie Bros. branding visible on the platform.
- ProxibidcoreAuction platform integrated into Machinery Pete for commercial truck and equipment auctions, driving auction volume and buyer discovery.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Machinery Pete competitors and assessment
Company assessmentDirect peers
- TractorHouse: TractorHouse is the most direct competitor to Machinery Pete, operating an online marketplace for new and used farm equipment, trucks, and construction equipment. It serves the same farmer and dealer audience with overlapping categories (tractors, combines, planters, hay equipment).
- Fastline Marketing Group: Fastline is a long-running agricultural equipment marketplace connecting farmers, dealers, and auctioneers with used tractor and farm equipment listings. It competes directly with Machinery Pete's dealer partner program and individual seller listings.
- AuctionTime: AuctionTime is an online farm equipment auction listing platform operated by Sandhills Global, aggregating auction events for tractors, combines, and farm implements. It overlaps directly with Machinery Pete's auction calendar and auction discovery functionality.
- EquipmentFacts: EquipmentFacts provides online auction services for farm and construction equipment, with timed online bidding and listing syndication. It competes with Machinery Pete's auction referral integrations to Proxibid and Ritchie Bros.
Broad incumbents
- Ritchie Bros. Auctioneers: Ritchie Bros. is the largest global auctioneer of heavy equipment, trucks, and agricultural machinery. It is both a partner (auction referrals flow through Machinery Pete) and a broad incumbent competitor that could build out competing listing directories.
- IronPlanet: IronPlanet (now part of Ritchie Bros.) operates an online marketplace for used heavy equipment across construction and agricultural categories. It is a broader incumbent with overlapping auction-based equipment transactions.
- Proxibid: Proxibid is a major online auction platform for heavy equipment, trucks, and farm machinery. It is both a Machinery Pete integration partner and a broad incumbent with its own buyer/seller network that could disintermediate.
- Facebook Marketplace: Facebook Marketplace is a free, general-purpose classifieds platform that increasingly hosts used farm equipment listings. It competes indirectly with Machinery Pete's individual seller listings via zero-cost reach.
- eBay: eBay is a broad incumbent online marketplace that hosts used farm equipment and tractor listings from individual sellers. It competes with Machinery Pete's FSBO listings at the low end of the market via low-fee or no-fee listings.
Emerging players
- Tractor Zoom: Tractor Zoom is a data-driven equipment valuation and marketplace platform focused on agricultural and construction equipment. It competes with Machinery Pete's auction price database and listing marketplace with a heavier emphasis on valuation analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Machinery Pete social profiles
Digital presenceMachinery Pete financial estimates
Financial estimateRevenue estimate
Valuation estimate
Machinery Pete leadership team
Management profileNumber of profiles
Profiles2 records
Machinery Pete funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Machinery Pete 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 Machinery Pete
What does Machinery Pete do?
Machinery Pete operates MachineryPete.com, an online marketplace that connects buyers and sellers of used farm equipment across categories including tractors, harvesting equipment, planting equipment, applicators, hay and forage tools, tillage, grain handling, loaders and lifts, trucks and trailers, livestock equipment, specialty crops, and construction equipment. The platform supports private-party FSBO listings ($50/month per listing) for individual farmers and a Dealer Partner Program for the 1,100+ dealer stores that also list inventory, with additional services spanning auction calendar aggregation (Ritchie Bros., Proxibid), auction price data, tractor specifications, and integrated financing, shipping, tire, and warranty partners.
Is Machinery Pete a public or private company?
Machinery Pete is a private company. It is classified as unknown and is currently operating.
When was Machinery Pete founded?
Machinery Pete was founded in 1989. It employs 11 to 50 people.
Where is Machinery Pete based?
Machinery Pete is headquartered in Chicago, United States, in the North America region.
How does Machinery Pete make money?
Three revenue lines are on record. Listing Fees - Sell It Yourself is the primary driver. The others are dealer Partnerships and auction Referrals.
Who are Machinery Pete's main competitors?
Direct peers on record are TractorHouse, Fastline Marketing Group, AuctionTime and EquipmentFacts. Broad incumbents are Ritchie Bros. Auctioneers, IronPlanet, Proxibid, Facebook Marketplace and eBay. Tractor Zoom is listed as an emerging player.
Does Machinery Pete have an API?
No public API is recorded for Machinery Pete.
What industry is Machinery Pete in?
Machinery Pete's product category is Online Agricultural Equipment Marketplace. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of IMAHACAI, Farm Material Handling & Attachments (Loaders/Implements). Its NAICS code is 42382 and its SIC code is 3523.