is the first online auction platform to allow people to buy and sell thoroughbred horses to a global market from the convenience of their home in a time and cost efficient manner. are an Irish company, based in Limerick and are a mixture of bloodstock people and IT developers.

How did it start up?

As a software company, we realised that the bloodstock industry was way behind in its use of technology when it came to selling horses. We had an idea in mind of how we could make this market more efficient and built a prototype but needed to research what our customers wanted. So, we spent 6 months travelling the country speaking to trainers, owners and breeders asking them what they would like in an online auction and built our online auction platform with their opinions at the centre of our development.

What makes you different from competitors? is all about efficiency, convenience and value for money. In today’s world, time is money and your mobile is effectively your office. We developed with the view that a breeder, trainer or owner could conduct all their sales business from their phone without leaving their yard and more importantly, their horse doesn’t have to leave their yard. By being online we are making each horse for auction open to a global market and the Vendor decides when he wants to sell. They are no longer waiting for a sales auction to occur, costing them every day to keep a horse and most importantly we are significantly cheaper than the sales companies.

What packages do you offer and pricing?

It costs the vendor €250 to enter their horse for auction. Under €10,000 we charge the vendor no commission. Above €10,000 we charge 1% commission. For the Purchaser, we charge €100 fee to purchase a horse under €10,000 and 2% commission above that.

How do customers list their horse and how do they buy? is simple and easy to use. To sell a horse, you register online through the site and fill up the details which involves uploading pictures of the horse, pedigree etc, choose your length of auction and your reserve (does not have to be seen) and guide price. The Buyer registers to bid and we verify them as a legitimate buyer. A Bidder can go and see the horse while the auction is running. Our customer service team are there throughout the process to get people used to the sales process. After the auction, we liaise with both parties to complete the sale. All sales are subject to veterinary check and/or blood test.

What is your key company goal?

To provide a service where everyone in the bloodstock industry gets a fair, transparent and cost efficient opportunity to buy and sell horses to a global market. Please visit for more information.

Plans for the future?

We have large plans for and are introducing Syndicate Sales shortly whereby a trainer can offer shares in a horse for sale through our site as we want to encourage syndicates to get going again. Also, we will be soon introducing auctions for high end sport horses separate to the thoroughbreds and we will be introducing VR so that a Buyer in for example Dubai could get a far greater experience of a horse before he decides to buy. Ultimately, we will be opening branches in other countries to expand our reach globally.

How do you unwind away from work?

I recently got married and have a baby boy Max to keep me entertained and so am kept very busy. When I am not trying to catch up on sleepless nights, I read a lot and collect antiques.

If you would like more information on this exciting company, visit: or tweet their active social media handle @horsesalesie