Farm Tender

What Farm Tender does

Farm Tender is an Australian online agricultural marketplace that connects buyers and sellers of farm machinery, equipment, livestock, hay, grain, rural property, and farm inputs across all Australian states and territories. Founded in August 2011 by Dwain Duxson and operating as The Farm Trader Pty Ltd, the platform serves primarily individual farmers, livestock producers, agricultural contractors, and small agribusinesses, with a member base of 85,000+ users and 6,000-8,000 daily visitors.

The core product is a web-based marketplace supplemented by iOS and Android mobile applications, organized around categories (Machinery & Equipment, Grain & Seed, Hay & Fodder, Livestock, Trucks & Trailers, etc.) with localized state and district filtering. The platform has been extended with several integrated modules: Farm Tender Auctions (a dedicated auction sales channel with no lock-in contracts), Prime Ag Centre / Farm Inputs (an online superstore for new machinery, implements, animal health products, chemicals, and fertilisers), SafePay (an escrow-style payment protection service acting as transaction intermediary), Load Looper (a freight coordination integration), and Truckit (transportation services). DelayPay provides buy-now-pay-later financing on the platform. A sales team provides end-to-end managed-sale support covering advertising, invoicing, payment processing, and freight.

The business model is anchored on a 'No Sale No Fee' transaction-fee structure: sellers register and list for free, and Farm Tender charges a commission only when a sale completes via the SafePay escrow flow. Revenue is supplemented by fees from auction transactions, product resale margin through the Farm Inputs superstore, and banner advertising on the platform. The team is small (~8-12 named individuals) and the company is privately held, family-owned, and operates with no disclosed outside institutional investment.

Name

Farm Tender

Legal name

The Farm Trader Pty Ltd

Website

https://farmtender.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Farm Tender is an Australian online agricultural marketplace connecting farmers and agribusinesses for buying and selling machinery, livestock, commodities, and farm inputs across all Australian states, with integrated auctions, escrow, and freight services.

Ownership category

akta.pro rank

Product category

Agricultural Equipment & Livestock Marketplace

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm Supplies Merchant Wholesalers (42491), Livestock Merchant Wholesalers (424520), Other Farm Product Raw Material Merchant Wholesalers (424590)

SIC

Farm Machinery & Equipment (3523), Agricultural Services (700), Wholesale-Farm Product Raw Materials (5150), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro industry

PRIMARYAFACAJAH

Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing)

Agriculture & Food Production/Agricultural Services (Custom Farming, Agronomy, Veterinary)/Farm Management & Operational Advisory Services

Keywords

• Agricultural equipment marketplace
• Farm machinery sales
• Online livestock trading
• Farm input supplies
• Agricultural auction platform

Headquarters

HQ city

Glenlyon

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Listing Fees (No Sale No Fee): Sellers pay no upfront fees to list items; fees are only charged when a sale is completed, aligning platform incentives with successful transactions
2. Commission on Sales: Farm Tender charges fees to sellers upon successful transaction completion. Fees are deducted from escrow amounts held by the platform before disbursement to sellers
3. Auction Services: Separate auction platform offering alternative sales channel with low rates and no lock-in contracts, generating revenue through auction transaction fees
4. Farm Inputs Sales: Prime Ag Centre (PAC) online superstore selling new machinery, farm implements, animal health products, chemicals, and fertilisers
5. Banner Advertising: Marketing service allowing businesses to advertise on the Farm Tender platform

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Farm Tender operates an online agricultural marketplace where Australian farmers and agricultural producers can list, browse, buy, sell and auction farm machinery, equipment, livestock, hay, grain, rural property and farm inputs. It runs on a 'No Sale No Fee' seller model and is supported by integrated SafePay escrow payment protection and Load Looper freight coordination. The platform also includes a dedicated Auctions channel and the Prime Ag Centre online superstore for farm inputs.

Product overview

Farm Tender is an Australian-owned online agricultural marketplace platform established in 2011, offering a comprehensive ecosystem of products for the farming community. The core offering is the Farm Tender Marketplace, a platform connecting buyers and sellers for farm machinery, equipment, livestock, hay, grain, fertilisers, chemicals, rural property, and more. This core platform is complemented by several integrated services: Farm Tender Auctions provides an alternative sales channel with no lock-in contracts; the Prime Ag Centre (Farm Inputs) serves as an online superstore for farm inputs; Safe Pay offers escrow and payment protection; and Load Looper handles freight logistics. The platform also includes a mobile app for iOS and Android, and Prime Ag News delivers agricultural content. With over 85,000 members and 6,000-8,000 daily visitors, the platform operates on a 'No Sale No Fee' model for sellers.

Differentiator

Problem solved

Functional benefit

Brands

• Farm Inputs (PAC): Online superstore selling new machinery, farm implements, animal health products, chemicals, and fertilisers.
• Farm Tender Auctions

Products and services

• Farm Tender Marketplace Australian online agricultural marketplace connecting buyers and sellers for farm machinery, equipment, livestock, hay, grain, rural property, and farm inputs, with categories including Machinery & Equipment, Grain & Seed, Hay & Fodder, Trucks & Trailers, Vehicles & Motorbikes, Livestock, Livestock Equipment, Rural Property, Fertiliser, Chemicals, Water and Fuel, Solar Products, Contractors, Hire, Freight, Farm Supplies, and Ag Jobs, filtered by state (NSW/ACT, VIC, QLD, SA, WA, NT, TAS) and district.
• Farm Tender Auctions Dedicated auctions platform enabling sellers to auction farm machinery and equipment with no lock-in contracts and low transaction rates, led by Jim Oehms as an alternative sales channel to fixed-price marketplace listings.
• Prime Ag Centre (Farm Inputs) Online superstore selling farm inputs including new machinery, farm implements, animal health products, chemicals, and fertilisers to farmers and agricultural producers, with 273 active Farm Inputs listings.
• SafePay Escrow payment service that protects buyers and sellers during agricultural transactions, with Farm Tender acting as intermediary holding funds in escrow until transaction completion, supporting commission deduction from disbursement to sellers.
• Load Looper Freight and logistics integration service connecting sellers with transportation providers for delivery of farm equipment, livestock and other goods listed on the platform across Australia.
• Farm Tender Mobile App Native mobile applications for iOS (App Store) and Android (Google Play Store) enabling access to marketplace listings, messaging, commenting, contacting sellers, making offers or quotes, creating listings, and account management on mobile devices.

Quantifiable outcome

• 86,889+ buyers and sellers on platform
• +3 more outcomes

Named customers3 records

Segments4 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

Partnerships

Three partnerships are on record, tiered minor.

• DelayPayminorGTM or Marketing PartnerDelayPay provides buy now pay later financing options for agricultural purchases on the Farm Tender platform. Farmers can access flexible payment terms for equipment and goods purchases through this third-party integration.
• Load LooperminorGTM or Marketing PartnerLoad Looper is integrated into the Farm Tender platform to help buyers and sellers coordinate freight and transportation for farm equipment and goods deliveries across Australia.
• TruckitminorGTM or Marketing PartnerTruckit provides freight and transportation services integrated with Farm Tender listings to help buyers and sellers coordinate delivery of farm machinery and equipment.

Scale indicators6 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• TractorHouse: TractorHouse is a leading online marketplace for new and used farm equipment, tractors, and agricultural machinery, primarily serving North America. It is directly comparable to Farm Tender's core marketplace offering for farm machinery buyers and sellers, with similar transaction-based revenue model and category focus.
• Machinery Pete: Machinery Pete aggregates farm equipment listings from auctioneers and dealers across the US, providing price tracking and marketplace functionality. It is a direct peer in the online farm machinery classifieds space with comparable audience of farmers and equipment sellers.
• Pickles Auctions: Pickles is one of Australia's largest auction companies, with strong presence in industrial, automotive, and agricultural equipment auctions. Comparable to Farm Tender Auctions for farm machinery and equipment, and serves overlapping seller/buyer audiences in Australia.
• Agriaffaires: Agriaffaires is a major European online marketplace for new and used farm machinery, livestock equipment, and agricultural supplies. It is directly comparable as a regional farm classifieds platform with similar categories, audience, and transaction model to Farm Tender.

Emerging players

• Farms.com: Farms.com is a North American agricultural portal combining marketplace functionality, news, and farmer services. It is comparable to Farm Tender as a multi-vertical agricultural platform and represents a potential international competitor expanding beyond North America.
• HiBid: HiBid is a global online auction platform aggregating listings from auctioneers across categories including agricultural equipment. It is comparable to Farm Tender Auctions as a digital-first auction platform, and represents a potential entrant into the Australian market.

Broad incumbents

• Gumtree Australia: Gumtree is Australia's largest general classifieds platform with significant farm-related listings. It is a broad incumbent with overlapping farm machinery and rural category offerings, and represents the most likely generalist competitor to expand deeper into agriculture.
• Elders (Australian rural services): Elders is one of Australia's largest agribusiness companies providing rural services including livestock trading, real estate, agronomy, and farm supplies. While not a direct marketplace, Elders competes in adjacent categories (livestock sales, farm inputs) and represents an established incumbent Farm Tender competes against for farmer relationships.

Regional players

• Farmbuy.com: Farmbuy is an Australian online marketplace focused on rural property, farms, and agricultural land sales. While narrower than Farm Tender (property-focused), it serves the same Australian rural customer base and competes for farmer attention in adjacent categories.
• Farms & Farm Machinery (Australian Community Newspaper Group): An Australian publication and online marketplace for farm equipment listings, machinery reviews, and agricultural news. It is comparable as a regional farm machinery marketplace in Australia and represents direct competition for Australian farm equipment sellers' attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FarmTender

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Farm Tender