The Dealer-driven online auction platform is building national momentum and introduces new pricing to make auctions more accessible to marine dealers.
Boat Auctions Online is celebrating its second anniversary this month, marking a significant milestone for the Australian marine industry platform, which has now sold more than 300 boats at auction, with 40 dealers having used the platform.
Launched in Western Australia in October 2024, Boat Auctions Online was developed to give professional marine dealers another route to market, combining the reach and urgency of online auctions with the knowledge, relationships and customer service of established boat dealerships.
Two years on, the platform continues to build momentum, with its expansion into Australia’s eastern states helping establish a growing national presence.
Founder and Director Neil Mason said the milestone reflected the growing acceptance of an alternative sales channel that keeps dealers firmly at the centre of the transaction.
“When we developed Boat Auctions Online, the idea was simple: give dealers another way to sell boats without taking control of the process away from them.
“Traditional sales channels will always have their place, but an auction can create a different level of urgency, attract a fresh audience and give both dealers and buyers a clear timeframe to work towards.
“We believe we’re only getting started.”
A Different Approach to Boat Auctions
Unlike traditional auction houses, Boat Auctions Online has been purpose-built around professional marine dealers. Dealers retain control of their listings, set their own reserves, manage inspections and oversee the settlement process.
The platform also integrates with BoatsOnline, allowing dealers to transfer existing listings into auction format without having to recreate their advertisements from scratch.
For buyers, the model offers added transparency, with no buyer’s commission or additional buyer fees. The winning bid once the reserve is met is the price paid, subject to the auction’s terms and conditions.
The approach is designed to complement existing brokerage and dealership sales rather than replace them, providing dealers with another option when looking to move stock, generate fresh interest or achieve a defined sales outcome.
New Pricing Makes Auctions More Accessible
As part of its next stage of growth, Boat Auctions Online is introducing a revised fee structure designed to make it easier and more cost-effective for dealers to put boats to auction.
Following consultation with dealers using the platform, the new pricing will reduce the upfront auction fee to just $99 per boat, including GST. If a boat passes in without meeting its reserve, the second auction entry is free. A commission of just 1% of the final sale price is payable when a boat sells.
Mason said the revised structure was designed to encourage more dealers to consider auctions as part of their regular sales strategy.
“We want dealers to see auctions as another tool in their toolbox, not as an alternative to their existing business model.
“By reducing the cost of entry, we’re making it easier for dealers to give their stock another opportunity to sell. If a boat hasn’t sold through traditional channels, an auction can introduce it to a fresh audience, create urgency and help generate a result.
“Dealers set their own reserves and remain in control throughout the process. Our job is to provide the platform, the exposure and the auction process to help them achieve another sale.”
Boat Auctions Online also continues to invest in targeted social media campaigns designed to increase exposure and bring fresh eyes to participating boats.
“Our commitment is to keep the dealer front and centre. Dealers retain their customer relationships and control of the transaction, while we work to increase the audience seeing their stock”.
Building for the Next Stage
Boat Auctions Online is focused on growing its dealer network, increasing national awareness and building buyer participation across Australia.
The business is continuing to refine its offering to make auction participation more accessible, while maintaining the professional oversight that underpins its dealer-driven model.
Mason believes the opportunity lies in making online auctions a regular part of the marine industry’s sales mix.
“We’ve made good progress in two years, and the platform is building a solid foundation for the future.
“Our focus now is on building on that momentum, working with more dealers and making Boat Auctions Online an increasingly valuable part of the Australian marine market.”
As Boat Auctions Online enters its third year, its message is straightforward: online auctions and traditional marine dealerships can work together, giving dealers another opportunity to connect with buyers, generate fresh interest and turn stock into sales.
For more information, visit www.boatauctionsonline.com.au
