Empowering Auctioneers: How Newline Is Driving the Move to Online Plant & Machinery Sales

As more auctioneers make the move from traditional rostrums to online platforms, Newline is helping lead the way - offering flexible, user-friendly technology tailored to the plant and machinery market.

With roots in the agricultural sector, Newline has long been trusted by auctioneers who value personal relationships, regional knowledge and local reputation. Founded in 1983, the company was built with a deep respect for traditional auctioneering, while also recognising the need for modern tools to keep businesses moving forward.

Now, that same commitment is powering a new generation of digital plant and machinery sales. “At the heart of what we do is enabling auctioneers to retain their identity and values, while embracing technology that drives efficiency,” says Stuart Melville, Sales & Marketing Director at Newline.

From Mock Auctions to Mobile Apps: Technology That Works Like You Do

Newline’s platform is built specifically for auctioneers - making it intuitive, practical and easy to adopt. Their onboarding process includes step-by-step tutorials, one-to-one guidance and even mock auctions to ensure users feel confident and in control.

Behind the scenes, robust back-office tools handle everything from lot creation to invoicing, while front-end features like high-quality live streaming and bidder support ensure smooth and professional sales, even from the most remote locations.

“Timed auctions are becoming increasingly popular,” notes Stuart. “They offer greater efficiency, attract a wider pool of bidders and minimise on-site disruption - especially for construction sites, yard clearances and heavy equipment sales.”

Designed for Growth, Built for Auctioneers

Newline is more than just a sales platform, it’s a growth engine. SEO-optimised auction listings and integrated marketing tools help auctioneers reach new buyers across the UK, Ireland and growing overseas markets including Canada and the US.

For plant and machinery sales, Newline continues to enhance its platform with tools that meet the sector’s unique demands - from media-rich listings and service record uploads to spec sheets, lot bundling and dynamic shipping tools. Their development road-map is shaped by real auctioneer feedback, solving everyday pain points like cataloguing, post-sale payments and collection logistics.

“Auctioneers know their markets better than anyone,” says Stuart. “Our job is to give them the digital tools that work just as hard as they do.”

Ready to See What Newline Can Do for You?

Whether you're already selling plant and machinery or looking to expand your offering, Newline is here to help you transition online with confidence. Request a free demo today and discover how a purpose-built platform can support your business now and into the future.