In today’s digital landscape, auctioneers have countless options for taking their sales online. Whether you’re a longstanding estate auction company, a specialty collectibles house, or a general goods reseller, choosing the right technology is critical to your success. One of the biggest decisions? Whether to use a white label auction platform or rely on an established marketplace like LiveAuctioneers or Proxibid.
Table of Contents:
- What is a white label auction platform?
- Pros and Cons of White Label Platforms
- Comparison Table of Platforms and Key Features
- Which Platform is Right for Your Auction House?
- Key Considerations for Choosing White Label
What Is a White Label Auction Platform?
A white label auction platform is software that powers online bidding under your own brand—your own domain name, logo, color schemes, and user experience. Instead of hosting auctions on a third-party marketplace, you build and maintain your own “auction portal.” Bidders register directly with you; you own the data and control how your site, app, and bidder journey look and feel.
By contrast, a marketplace platform (e.g. LiveAuctioneers, Proxibid) lists many auctions from various auction houses side by side. Although that can give you immediate exposure to a large, built-in audience, you lose some branding control and typically pay higher commissions.
Pros and Cons of White Label Platforms
Why Auctioneers Choose White Label:
- Brand Ownership: Reinforce your auction house’s name and reputation, not someone else’s marketplace.
- Lower (or Zero) Commission: White label providers often charge a flat monthly or setup fee instead of taking a percentage of your hammer price.
- Full Access to Bidder Data: You gain insights about every bidder—win or lose—so you can retarget them for future sales.
- Flexible Customization: Tailor the bidding format, invoicing, and payment process to match your operational needs.
- Long-Term Growth: As your customer base grows, you won’t keep losing a portion of revenue to third-party marketplace fees.
Potential Downsides of White Label:
- Marketing Effort: You’re responsible for attracting bidders—no built-in marketplace traffic to tap into.
- Setup and Ongoing Maintenance: Requires effort (and sometimes cost) to build or integrate your own website/app.
- Fewer Impulse Bidders: Casual bidders who browse big portals might not see your auction unless you actively promote it.
Comparison Table of Platforms and Key Features
Below is an at-a-glance comparison of five popular U.S.-based online auction platforms. Each offers unique strengths, pricing models, and levels of branding control.
| Platform | Pricing Model | Branding Control | User Experience | Market Reach / Audience |
|---|---|---|---|---|
| HiBid (Auction Flex) | – Software subscription + small per-bid fees (capped per auction) – Recently added a low % fee (~2%) on online sales. |
– Yes: Provides a free custom website on your domain – Listed on HiBid.com’s portal as well | – Desktop & mobile-friendly web portal – Also has official HiBid app – Robust AuctionFlex back-end for cataloging |
– Large U.S. bidder base on HiBid.com – Ideal for estate and general goods auctions but marketing is still up to you |
| LiveAuctioneers | – Per-auction event fee (often $650–$775) – ~5% commission on online hammer price – Optional payment processing (~3–3.75%) |
– Limited: Marketplace branding is primary – Auction house has a profile page, but no custom domain |
– Polished & modern UI – Top-rated mobile app – Great for live streaming of high-end auctions |
– Massive global audience, especially for fine art, antiques, & collectibles – Strict vetting, strong buyer trust, but steep fees |
| BidWrangler | – Flat monthly subscription (no commissions) – Pricing scales with features (e.g., custom mobile apps) |
– Yes: Fully white-labeled website & mobile app – Auction house brand is front and center |
– Excellent mobile experience (your branded app) – Desktop bidding embedded in your site – Simple admin portal |
– No built-in marketplace—you must attract bidders – Great for auctioneers with loyal repeat buyers |
| Auctioneer Software | – License / subscription (no % cut) – Custom pricing (setup + monthly fees) |
– Yes: Complete white-label solution – Highly customizable site design & features |
– Responsive, configurable website – Option for a custom mobile bidding app – Comprehensive admin / clerking tools |
– No public portal—fully standalone – Suited for established companies wanting total control & brand ownership |
| Proxibid | – Hybrid: Per-auction fees (~$249+) + commission (~2–5%) or – Flat monthly subscription for white label |
– Available: Marketplace branding by default, but a white label site is available if you opt for a subscription plan | – Functional desktop & mobile web interface – Real-time or timed auctions – Some features less sleek than LiveAuctioneers |
– Large marketplace covering equipment, estates, firearms, etc. – Good fraud protection & buyer reach, but can have high overall fees |
Which Platform Is Right for Your Auction House?
- HiBid
Best for auctioneers seeking a balance: near–white label branding plus access to a built-in bidder pool on HiBid.com. Fees are generally lower than large marketplaces. - LiveAuctioneers
Perfect if your items are high-value or collectible (fine art, antiques, jewelry) and you want instant exposure to a global audience. Expect higher fees and limited branding. - BidWrangler
A favorite among auctioneers who want their own branded app and website with no sales commission. Great for building a dedicated bidder following but requires your own marketing. - Auctioneer Software
Ideal for established companies needing a truly customized white label solution. No commission; you pay subscription or licensing, but you get extensive control and robust features. - Proxibid
A hybrid approach: standard marketplace listing or a white label subscription. Strong existing bidder pool, especially for estates and equipment, but be mindful of fees.
Key Considerations for Choosing White Label
- Do You Have (or Plan to Build) a Large Bidder List?
White label relies on your marketing to drive traffic. If you already have a strong local or niche following, going white label can be rewarding. - Are You Concerned About Commission Costs?
If you run high-volume auctions, commission-based fees (3%–5%) can add up quickly. White label solutions often charge flat monthly or annual fees, potentially saving you money in the long run. - Is Brand Development a Priority?
If you want bidders to see your logo and website (and keep them from drifting to other auction houses on a marketplace), a white label site is the strongest way to establish and reinforce your brand identity. - Can You Handle Your Own Marketing, Website Updates, and Customer Support?
Marketplace platforms offer a built-in audience and sometimes handle payment disputes or user management. With white label, those responsibilities fall on you (or your team).
Final Thoughts
A white label platform can transform your auction business into a fully branded, standalone operation—driving loyalty, controlling bidder data, and potentially reducing fees. But it does demand more effort on the marketing front, plus a willingness to manage your own technology.
Ask yourself: Do you want to harness an existing marketplace’s vast audience, or would you rather invest in building your brand under your own umbrella? If you have (or are committed to growing) an active customer base, white label is often a wise strategic choice that pays dividends over time.
Whichever path you choose, make sure it aligns with your long-term goals for brand growth, revenue optimization, and the bidder experience you want to deliver.
Further Reading
Stay informed about the latest auction news and auction technology by reading more on AuctionWriter’s Blog.