Equipment Sales
Equipment Sales operates a B2B online marketplace for buying and selling construction, agricultural, and commercial equipment, serving dealers globally through classified listings, auction routing, premium advertising, and a monthly magazine publication.
- Company typePrivate
- Founded-
- HeadquartersBelfast, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Equipment Sales does
Equipment Sales is a private online B2B marketplace for buying and selling plant, construction, agricultural, and commercial equipment, headquartered in Belfast, Northern Ireland. The platform connects verified buyers and sellers across 13+ countries including the UK, Ireland, Germany, Spain, Netherlands, Belgium, Denmark, the USA, UAE, Australia, and China, hosting more than 55,000 active listings organized across categories such as excavators, dozers, dumpers, telescopic handlers, tractors, forklifts, commercial vehicles, and farm machinery. The technology is a web-based marketplace with category, subcategory, country, make, and model filters, complemented by a monthly Equipment Sales Magazine distributed in physical and digital formats.
The company operates as part of the Euro Auctions Group, the self-described market leader in Europe for equipment auctions, and routes auction-format inquiries to sister sites Euro Auctions (UK/EU) and Yoder & Frey (US). Revenue is generated through four primary streams: classified listing fees (with a freemium first-week offer), auction-format listings, advertising solutions including premium dealer listings, banner ads, and targeted mailing lists, and recurring magazine subscriptions. A dedicated sales team of personal account managers tailors advertising packages for sellers, supporting a sales-led go-to-market motion layered on top of the self-serve marketplace.
Primary customer segments are construction and agricultural equipment dealers (e.g., Farol, N.D. Crummack, Bradleys Machinery, Chandlers Farm Equipment, Aertssen Trading NV, Hexco), with secondary segments in commercial vehicle dealers and equipment hire companies. Distribution is multi-channel, combining the online marketplace, premium dealer directory, monthly magazine, email newsletter, and active social media presence on Facebook, X, Instagram, LinkedIn, and TikTok. No proprietary AI capabilities, mobile application, public APIs, or third-party integrations are disclosed.
Equipment Sales firmographics
Firmographics- Name
- Equipment Sales
- Legal name
- Equipment Sales
- Website
- https://equipment-sales.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Equipment Sales operates a B2B online marketplace for buying and selling construction, agricultural, and commercial equipment, serving dealers globally through classified listings, auction routing, premium advertising, and a monthly magazine publication.
- Ownership category
- akta.pro rank
Equipment Sales industry classification
Industry- Product category
- Equipment Marketplace
- NAICS
- Hardware Merchant Wholesalers (423710)
- SIC
- Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Equipment Sales is headquartered
LocationHeadquarters
- HQ city
- Belfast
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Equipment Sales business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Classified Listings: Online listing fees for sellers to advertise equipment directly to verified buyers. First listing is free for the first week.
- Auction Listings: Equipment listings featured in auction format, directing sellers to sister sites Euro Auctions and Yoder & Frey for actual auction services.
- Advertising Solutions: Premium advertising packages including online listings, magazine placements (physical and digital), targeted mailing lists, banner advertising, and premium dealer directory placements.
- Magazine Subscription: Equipment Sales Magazine distributed monthly in physical and digital formats to a global buyer base. Users can sign up to receive copies emailed monthly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free First Listing |
| Subscription | Monthly | Premium Dealer Listings |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Equipment Sales product offering
Product offeringCore offering
Equipment Sales operates an online B2B marketplace connecting buyers and sellers of plant, construction, agricultural, and commercial equipment through classified listings, auction listings, and marketplace formats. Sellers create listings with photos, videos, and specifications, while buyers search 20+ equipment categories. The company also publishes the Equipment Sales Magazine monthly in physical and digital formats and offers premium dealer listings, targeted mailing lists, and banner advertising to enhance seller visibility.
Product overview
Equipment Sales operates as a multi-channel B2B marketplace and advertising platform for heavy equipment, offering both digital and print products. The core offering is the Equipment Sales Online Marketplace, which connects buyers and sellers of construction, agricultural, and commercial equipment through classified listings, auctions, and marketplace formats. Supporting this are Online Listing Services for seller advertising, the Equipment Sales Magazine (physical and digital monthly publication), and Premium Dealer Listings for enhanced visibility. Additional value-add services include Targeted Mailing Lists, Banner Advertising, Personal Account Management, and a Past Results archive. The platform organizes equipment across 20+ categories including Excavators, Dozers, Dumpers, Telescopic Handlers, Tractors, ManLifts, Forklifts, Vehicles, Commercial Vehicles, and Trailers. Equipment Sales is part of the Euro Auctions Group, with sister sites Euro Auctions for UK/EU auctions and Yoder & Frey for US auctions.
Differentiator
Problem solved
Functional benefit
Products and services
- Equipment Sales Online Marketplace Digital marketplace platform enabling buyers and sellers to list, search, and transact heavy equipment including excavators, tractors, forklifts, and commercial vehicles through classified listings, auctions, and marketplace formats. Serves equipment dealers and buyers across UK, Europe, USA, Middle East, Australia, and China.
- Online Listing Service Service allowing sellers to create equipment listings with photos, videos, specifications, and pricing on the Equipment Sales marketplace. First listing is free for the first week; subsequent listings are paid.
- Equipment Sales Magazine
Companies that use Equipment Sales
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Equipment Sales technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Equipment Sales partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Euro Auctions GroupflagshipEquipment Sales is part of the Euro Auctions Group, the market leader in Europe holding more sales and selling more lots per sale than any other auction house. This parent relationship provides Equipment Sales with global reach and the ability to connect buyers and sellers from all over the world.
- Euro AuctionscoreSister site for UK and EU markets. For equipment sellers interested in auction format, they are directed to Euro Auctions website (euroauctions.com).
- Yoder & FreycoreSister site for US markets. For equipment sellers in the US interested in auction format, they are directed to Yoder & Frey website (yoderandfrey.com).
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Equipment Sales competitors and assessment
Company assessmentEmerging players
- Euro Auctions: Euro Auctions is the immediate sister company within the Euro Auctions Group, operating the actual auction houses that Equipment Sales funnels listings to. Highly comparable in audience and equipment categories but distinct in format (live auction vs. online listings).
- Commercial Truck Trader: Commercial Truck Trader is a US-focused online marketplace for commercial trucks and trailers. Overlaps with Equipment Sales' commercial vehicle and trailer categories but lacks heavy equipment and agricultural focus.
Direct peers
- Truck1: Truck1 is a European B2B marketplace for trucks, commercial vehicles, and construction equipment. Comparable given its marketplace model, European concentration, and adjacent commercial vehicle category.
- TradeMachines: TradeMachines is an online used machinery marketplace aggregating listings from Europe and the US. Direct competitor to Equipment Sales in the classifieds/aggregation business model for heavy equipment.
- Autoline: Autoline operates a major European B2B marketplace for commercial vehicles, trucks, construction equipment, and spare parts. Comparable given its marketplace-based monetization and European-centric footprint.
- Mascus: Mascus is a global online marketplace for used heavy machinery, construction equipment, and agricultural vehicles. Highly comparable to Equipment Sales given overlapping buyer/seller audience, B2B listing model, and broad equipment category coverage across Europe.
- Agriaffaires: Agriaffaires is a European online marketplace for agricultural machinery, tractors, and farm equipment. Direct competitor across geographies and overlapping sellers/buyers with Equipment Sales.
- Machinery Trader: Machinery Trader is a long-established US-based marketplace for new and used construction equipment. Closely comparable to Equipment Sales' construction equipment category and classifieds model.
- TractorHouse: TractorHouse is a leading online marketplace for tractors, farm equipment, and agricultural machinery. Directly comparable to Equipment Sales' agricultural segment, sharing category overlap and listing-based monetization.
Broad incumbents
- Ritchie Bros. Auctioneers (IronPlanet): Ritchie Bros. operates the world's largest heavy equipment auction platform including IronPlanet for online auctions. Comparable as both an auction and listing marketplace for construction, agricultural, and transportation equipment, with far greater scale and global brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Equipment Sales social profiles
Digital presenceEquipment Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equipment Sales leadership team
Management profileNumber of profiles
Equipment Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equipment Sales 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 Equipment Sales
What does Equipment Sales do?
Equipment Sales operates an online B2B marketplace connecting buyers and sellers of plant, construction, agricultural, and commercial equipment through classified listings, auction listings, and marketplace formats. Sellers create listings with photos, videos, and specifications, while buyers search 20+ equipment categories. The company also publishes the Equipment Sales Magazine monthly in physical and digital formats and offers premium dealer listings, targeted mailing lists, and banner advertising to enhance seller visibility.
Is Equipment Sales a public or private company?
Equipment Sales is a private company. It is classified as corporate owned and is currently operating.
When was Equipment Sales founded?
Equipment Sales was founded in -1. It employs 11 to 50 people.
Where is Equipment Sales based?
Equipment Sales is headquartered in Belfast, United Kingdom, in the Europe region.
How does Equipment Sales make money?
Four revenue lines are on record. Classified Listings are the primary driver. The others are auction Listings, advertising Solutions and magazine Subscription.
Who are Equipment Sales's main competitors?
Emerging players on record are Euro Auctions and Commercial Truck Trader. Direct peers are Truck1, TradeMachines, Autoline, Mascus, Agriaffaires, Machinery Trader and TractorHouse. Ritchie Bros. Auctioneers (IronPlanet) is listed as a broad incumbent.
Does Equipment Sales have an API?
No public API is recorded for Equipment Sales.
What industry is Equipment Sales in?
Equipment Sales's product category is Equipment Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 423710 and its SIC code is 5080.