What MarketBook does

MarketBook is a Canadian online B2B marketplace, operated by Sandhills Global, Inc., that connects buyers and sellers of new and used construction equipment, farm machinery, commercial trucks, trailers, parts, and recreational vehicles. The platform runs at marketbook.ca (English) and marketbook.qc.ca (French), and is powered by Sandhills' established sister properties — MachineryTrader.com, TractorHouse.com, and TruckPaper.com — which provide the underlying listing technology, search infrastructure, and cross-platform inventory syndication. Thumbnail-scale signals indicate a substantial Canadian supply base, with 28,973+ harvester listings and 31,145+ hay and forage listings, plus regional print editions targeting specific Canadian markets.

The product surface spans four components: (1) the core marketplace with category, manufacturer, model, year, price, condition, and location filters; (2) a Hosted Dealer Websites add-on offering custom-branded sites with real-time inventory sync, SEO optimization, and no-downtime, contract-free migration; (3) a Parts Search module covering brakes, electrical, engine, hydraulic, and drivetrain components; and (4) a cross-platform syndication layer distributing listings globally via Sandhills' brand portfolio. Third-party integrations with FR8Star Shipping (logistics) and Currency Finance (buyer financing) extend the platform's transaction support, while SSO-backed dealer portal and VIP portal access handle seller-side workflows.

Revenue mechanics are diversified across recurring dealer listing subscriptions, hosted website subscriptions, regional print publication editions, and advertising/featured listing placements. Go-to-market is sales-led with inbound SEO, email newsletters, social presence (Facebook, Twitter/X, LinkedIn), and a mobile app for iOS/Android. The company is a privately held subsidiary brand of Sandhills Global, headquartered at 120 West Harvest Drive, Lincoln, Nebraska, USA. No public financial disclosures, funding rounds, M&A activity, or leadership changes are recorded in the source data.

Name

MarketBook

Legal name

Sandhills Global, Inc.

Website

https://marketbook.ca

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MarketBook is a Canadian B2B online marketplace, operated by Sandhills Global, that connects buyers and sellers of new and used construction equipment, farm machinery, commercial trucks, trailers, parts, and recreational vehicles across English and French Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Listing Fees / Subscription Services: Equipment dealers and sellers pay to list inventory on the marketplace and access marketing platforms
2. Hosted Website Solutions: Contract-free hosted website services for Canadian equipment and truck dealers with inventory sync
3. Print Publications: MarketBook Canada published in multiple regional editions for targeted market reach
4. Advertising and Featured Listings: Premium listing placements and featured listing options for sellers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

MarketBook is an online marketplace operated by Sandhills Global that connects buyers and sellers of new and used trucks, farm equipment, construction machinery, and trailers across Canada. The platform aggregates listings from dealers and private sellers, providing category-organized browsing, search functionality, dealer directories, and auction-style inventory.

Product overview

MarketBook is a multi-platform marketplace operated by Sandhills Global, offering a Canadian-focused equipment marketplace (MarketBook.ca) integrated with sister platforms MachineryTrader.com, TractorHouse.com, and TruckPaper.com. The core offering includes an online marketplace for construction equipment, farm machinery, trucks, trailers, and parts with cross-platform inventory syndication. Additional offerings include custom hosted dealer websites with inventory sync and SEO optimization, parts search functionality, and regional print/digital publications.

Differentiator

Problem solved

Functional benefit

Products and services

• Truck Marketplace

Quantifiable outcome

• Access to thousands of for-sale listings with detailed descriptions, specs, photos, videos
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Sandhills GlobalcoreOthersMarketBook.ca is a service of Sandhills Global, headquartered in Lincoln, Nebraska, USA. Sandhills Global is the parent company behind Machinery Trader, Truck Paper, TractorHouse, AuctionTime, and many other publications serving buyers and sellers in the construction, agriculture, trucking, and aviation industries.
• MachineryTrader.comcoreTechnology or IntegrationMarketBook Canada is powered by MachineryTrader.com, providing the core platform technology and syndication for construction equipment listings.
• TractorHouse.comcoreTechnology or IntegrationMarketBook Canada is powered by TractorHouse.com, providing the farm equipment listing technology and syndication network.
• TruckPaper.comcoreTechnology or IntegrationMarketBook Canada is powered by TruckPaper.com, providing the commercial truck listing platform and syndication network.
• FR8StarminorGTM or Marketing PartnerFR8Star Shipping is integrated into the MarketBook platform as a shipping partner for equipment transportation logistics.
• Currency FinanceminorGTM or Marketing PartnerCurrency Finance (GoCurrency) provides equipment financing options integrated into the MarketBook platform with financing rates starting at 1.99% and 3.99% for qualified buyers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Machinery Pete: US-focused online listing and pricing-data platform for used tractors and farm equipment, combining classified listings with dealer/pricing trends. Comparable to MarketBook's agricultural segments but more niche in farm equipment and increasingly data-oriented rather than pure listing.
• Proxibid: Online auction marketplace for heavy equipment, trucks, farm machinery, and industrial assets, connecting sellers with buyers through timed and live online auctions. Comparable in equipment coverage to MarketBook but differentiated by an auction-led transaction model versus MarketBook's listing-first approach.

Broad incumbents

• Caterpillar (Cat Used Equipment): Caterpillar's official used-equipment marketplace operated with its global dealer network, listing certified pre-owned construction and heavy equipment. A broad incumbent that competes with MarketBook by giving Caterpillar dealers a captive, brand-controlled listing channel for high-quality used inventory.
• John Deere MachineFinder: John Deere's official used-equipment listing platform operated by its dealer network, covering tractors, combines, and other agricultural machinery. Comparable to MarketBook's farm equipment categories but with the structural advantage of OEM captive dealer relationships and brand-loyal buyers.
• RB Global (Ritchie Bros. / IronPlanet): Public global marketplace for used equipment, trucks, and agricultural assets operating auction and marketplace formats worldwide (Ritchie Bros. Auctioneers, IronPlanet, Marketplace-E). A broader incumbent that competes with MarketBook for dealer and seller attention at a much larger scale and with an auction-led transaction model.

Direct peers

• MachineryTrader.com: Sister brand under Sandhills Global, MachineryTrader.com is a major online marketplace for new and used construction equipment across North America. Directly comparable in business model (listing subscriptions, dealer marketing) but US-focused rather than Canadian, and serves overlapping dealer supply with MarketBook.
• TractorHouse: Sister Sandhills Global brand and a leading online marketplace for new and used farm and agricultural equipment across the US. Same listing/subscription revenue model and similar product taxonomy (harvesters, hay/forage, tractors), serving the same agricultural dealer ecosystem as MarketBook but in the US.
• EquipmentTrader.com: Independent online marketplace for new and used construction, agricultural, and commercial equipment listings with private-party and dealer inventory. Closest independent competitor to MarketBook in terms of horizontal coverage of equipment types and listing-based monetization.
• Fastline: Long-established print and digital farm equipment marketplace in the US, listing tractors, combines, and implements from dealers and auctioneers. Comparable to MarketBook's farm equipment categories with a similar dealer-subscription and classifieds revenue model.
• TruckPaper: Sister Sandhills Global brand and a major online marketplace for new and used commercial trucks, trailers, and heavy-duty vehicles in the US. Operates the same listing/dealer subscription model as MarketBook's truck and trailer categories, targeting overlapping trucking-fleet buyers and dealers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MarketBookCA
• Facebookfacebook.com/MarketBookCanada
• LinkedInlinkedin.com/company/marketbook

Revenue estimate

Valuation estimate

Number of profiles

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 MarketBook