Machinery Pete

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

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

• Used farm equipment
• Agricultural machinery marketplace
• Equipment auction listings
• Tractor classifieds
• Farm equipment valuation data

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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.
3. Auction Referrals: Platform aggregates auction listings and drives buyers to auction events, capturing referral traffic and listing volume across 110+ scheduled auctions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Valley TransportationminorOthersShipping 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 SupplyminorOthersTire 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 ScopeminorOthersExtended 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.coreChannel Partner/ Reseller/ DistributorMajor auction platform integrated into Machinery Pete listings, offering equipment auctions with Ritchie Bros. branding visible on the platform.
• ProxibidcoreChannel Partner/ Reseller/ DistributorAuction 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

Direct 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

• Xtwitter.com/MachineryPete
• YouTubeyoutube.com/machinerypete
• Facebookfacebook.com/machinerypete

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Machinery Pete