Machineryline

What Machineryline does

Machineryline is a privately held B2B online marketplace founded in 2002 that connects buyers and sellers of construction, warehouse, industrial, and mining machinery as well as spare parts. The platform operates under the Linemedia corporate umbrella alongside sister marketplaces Autoline (trucks and buses) and Agroline (agricultural machinery). As of the most recent data, it hosts 354,842 active listings, serves 6,500+ registered client companies, and attracts 22.8 million monthly customers and 1.4 million+ daily visitors across 80 country-specific localized domains in 5 continents.

The underlying technology is a multi-language marketplace platform with automated translation of all listing content, built-in real-time chat translation for cross-border buyer-seller communication, a dealer management and analytics dashboard, and cross-portal listing import/export that synchronizes inventory across 200+ external portals. The platform also offers native iOS and Android applications. Its core technology differentiator is the combination of auto-translation and cross-portal distribution that lets dealers maintain a single inventory feed while reaching 650,000+ newsletter subscribers and a global buyer base without manual re-listing.

Machineryline operates a freemium-plus-subscription model. Sellers can post individual listings for free and upgrade to a paid PRO account (annual subscription, pricing not publicly disclosed) that unlocks a company page, dealer directory inclusion, a self-service website builder, newsletter distribution, automatic import/export, auction features, detailed analytics, and a personal account manager. Additional revenue comes from promotional services (highlighted ads, banner advertising, remarketing) and an affiliate program paying 10% commission on referred client payments. Customer segments are dominated by construction equipment, industrial machinery, warehouse equipment, and spare parts dealers, served globally with a mix of SMBs and selected enterprise accounts.

Name

Machineryline

Legal name

Linemedia

Website

https://machineryline.pl

Company type

Private

Founded year

2002

Operating status

Operating

Short description

Machineryline is a privately held B2B online marketplace founded in 2002 that connects buyers and sellers of construction, industrial, warehouse, and mining machinery plus spare parts across 80 countries, with 354,842 active listings and 22.8 million monthly visitors.

Ownership category

akta.pro rank

Product category

Heavy Equipment Online Marketplace

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Heavy equipment marketplace
• Construction machinery trading
• Industrial machinery listings
• Online equipment classifieds
• Spare parts marketplace

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Listing Fees & Promotional Services: Sellers can post individual listings for free or purchase promotional packages that increase visibility. Services include ad highlighting in newsletters, promoted listings, automatic ad renewal, banner advertising, and remarketing.
2. PRO Subscription Accounts: Dealers can upgrade to paid PRO accounts that provide a company page, inclusion in professional dealer catalogs, ability to create a standalone website via Linemedia platform, access to subscriber newsletter distribution, import/export automation, and a personal account manager.
3. Advertising Revenue: Banner advertising on the platform, featured placements, and sponsor placements within listings and category pages generate advertising income.
4. Affiliate Program Commission: Partners earn 10% commission on payments made by clients they refer. Referred clients receive a 10% discount on all services. Minimum payout thresholds apply (20 EUR for PayPal, 50 EUR for bank transfer).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Machineryline operates an international B2B online marketplace for buying and selling construction, warehouse, and industrial machinery as well as spare parts, currently listing over 354,842 active offers across 80 countries. The platform automatically translates every listing into all supported languages and provides built-in chat translation so cross-border buyers and sellers can negotiate directly. Free individual listings are available, with paid PRO dealer accounts unlocking company pages, analytics, newsletter distribution to 650,000+ subscribers, and automatic import/export of listings to 200+ external portals.

Product overview

Machineryline is an international B2B online marketplace for construction, warehouse, and industrial machinery with over 354,842 active listings and 1.4 million+ daily visitors across 80 countries. The core product is the Machineryline Marketplace Platform, supplemented by paid PRO Account services (company pages, newsletter distribution to 650,000+ subscribers, automatic import/export synchronization with 200+ portals, auction participation, statistics, and personal account management), Private Listing options for individual sellers, Company Website Builder for dealer branding, Dealer Directory for verified seller discovery, and Auction Platform for dynamic pricing. The ecosystem includes sister platforms Autoline (trucks/buses) and Agroline (agricultural machinery), all under the Linemedia corporate umbrella with Linemedia Digital marketing services.

Differentiator

Problem solved

Functional benefit

Brands

• Autoline: Online marketplace for trucks and buses, sister platform to Machineryline
• Agroline
• Linemedia Digital

Products and services

• Machineryline Marketplace Platform International online marketplace for buying and selling construction, warehouse, and industrial machinery and spare parts. Features include listing management, search with filters, comparison tools, seller reviews, automatic listing translation, integrated chat translation, and access to 22.8 million monthly customers across 80 countries.
• PRO Account
• Dealer Directory
• Affiliate Program
• Linemedia Dealer Website Builder

Quantifiable outcome

• 22.8 million monthly customers reached
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• AutolineminorGTM or Marketing PartnerAutoline is a sister marketplace platform under the Linemedia parent company, specializing in commercial vehicles, trucks, and buses. It shares the same platform technology and multi-language infrastructure as Machineryline. Listed on Machineryline's footer alongside Machineryline as part of the Linemedia ecosystem.
• AgrolineminorGTM or Marketing PartnerAgroline is a sister marketplace platform under the Linemedia parent company, focused on agricultural machinery including tractors, combines, and farm equipment. It shares the same platform infrastructure as Machineryline. Listed on Machineryline's footer as part of the ecosystem.
• Linemedia DigitalcoreTechnology or IntegrationLinemedia Digital (linemedia.agency) is the parent technology company behind Machineryline, Autoline, and Agroline platforms. It provides the platform technology including auto-translation, dealer management systems, analytics, and website building tools. Referenced as the parent company in the footer.

Scale indicators11 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Alibaba (Industrial Equipment): Alibaba is a global B2B marketplace that includes substantial industrial and construction machinery listings alongside broad consumer and industrial categories. It competes for cross-border heavy equipment transactions with massive scale but lacks Machineryline's vertical specialization and dealer-subscription tooling.

Regional players

• Tradus: Tradus is a European online marketplace for used construction, agricultural, and transport equipment, operating primarily across Europe with localized country versions. It overlaps significantly with Machineryline in categories and European geography but with less global reach.

Direct peers

• Mascus: Mascus is a global online marketplace specializing in used heavy machinery, trucks, and agricultural equipment across Europe and beyond. It shares Machineryline's core model of dealer listings, subscription tiers, and cross-border equipment trading, making it a closely comparable direct peer.
• Autoline: Autoline is a sister platform to Machineryline under the Linemedia umbrella, specializing in commercial vehicles, trucks, and buses. It uses identical platform technology, multi-language infrastructure, and PRO subscription model, making it the most operationally comparable peer — though it operates in an adjacent vertical.
• MachineryTrader: Operated by Sandhills Global, MachineryTrader is one of the largest global online marketplaces for new and used construction, industrial, and agricultural equipment. It is a direct competitor with overlapping seller base, listing categories (excavators, cranes, loaders, etc.), and revenue model built on dealer subscriptions and advertising.
• Equipment Trader: Equipment Trader is an online marketplace for new and used construction equipment, trucks, and trailers serving North American dealers. It is comparable to Machineryline in core listing categories (excavators, loaders, cranes) and dealer-subscription monetization model.
• TractorHouse: TractorHouse, also operated by Sandhills Global, is a major North American marketplace for new and used tractors, combines, and agricultural equipment. It is directly comparable to Machineryline's sister platform Agroline and competes in adjacent equipment verticals.
• IronPlanet (RB Global): IronPlanet, now part of RB Global (formerly Ritchie Bros. Auctioneers), is a leading online marketplace for used heavy equipment combining fixed-price listings with auction capabilities. It competes directly with Machineryline in construction and industrial equipment categories, with a more capital-intensive auction infrastructure.
• Agroline: Agroline is Machineryline's sister platform under Linemedia, focused exclusively on agricultural machinery including tractors, combines, and farm equipment. It shares the same technology stack and business model but operates in a different equipment vertical.

Emerging players

• MySpringer / Kuhn Group dealer networks: Kuhn and similar OEMs increasingly operate their own dealer marketplaces for new and used equipment. While not direct platform competitors, OEM-controlled dealer networks represent an emerging vertical threat that could bypass third-party marketplaces like Machineryline over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Machineryline