Run sport horse, thoroughbred, warmblood, and livestock auctions on your own platform — with pedigree, video, health records, and simulcast bidding. No per-horse fees. No marketplace commission.
No credit card required.
From sale barn clipboard to simulcast ringside bidding in one afternoon.
Sport horse sales routinely take 8–15% commission off the hammer. A $45,000 Warmblood clears the ring and $5,400 disappears before the consignor sees a check. Thoroughbred and livestock auctions add catalog fees, video fees, simulcast fees, veterinary intake fees, and buyer premium splits. The economics are stacked against both the house and the consignor.
Selling Lane is flat-fee horse auction software: $995/month or $9,995/year. Run a quarterly production sale or a year-round online consignment — the price never changes. Every commission dollar stays in the house.
Generic auction software lets you paste a string of sire/dam/sire-of-dam lines into the description. Selling Lane treats pedigree as structured data — searchable, filterable, and formatted into a proper four-cross page on every lot.
Nobody buys a horse from a single photo. Selling Lane supports unlimited video per lot — under-saddle, free-jumping, in-hand, conformation. YouTube, Vimeo, or direct MP4. Embedded right on the lot page, mobile-friendly.
Live production sales need the ring, but phone and online bidders want to bid alongside in-room buyers. Selling Lane runs simulcast bidding from a single iPhone — no $4K encoder rig, no per-event broadcast fee.
Pedigree fields, unlimited video, and simulcast ringside bidding — on a flat-fee subscription. Purpose-built for how horse people actually buy.
Kentucky warmblood sale, 60 sport horses, mixed disciplines. Here's how it runs on Selling Lane.
Each lot gets sire, dam, dam-sire, breed registry, foaling date, sex, height, discipline, training level, show record. Pre-purchase exam PDFs attach per lot. Microchip and passport numbers recorded. All searchable, all filterable on your public sale page.
Unlimited video per lot: under-saddle over fences, on the flat, conformation, free-jumping, loose video, trot-up. YouTube or Vimeo embeds, or direct upload. Mobile-optimized so bidders can watch on a phone barnside.
Open online bidding a week before the sale to warm up interest and capture absentee buyers. On sale day, switch to live simulcast — online bidders click to bid alongside the in-ring crowd. Your announcer calls the ring; online bids pop live with a delay-adjusted clock.
Your sale ring gets streamed from a single iPhone on a tripod. Or run a Simulcastless™ mode for rural barns with no bandwidth — real-time bid pops with no video. Either way, no $4K encoder, no broadcast fee, no IT person on call.
Invoices fire at sale close with line-item detail: hammer, buyer premium, stall fees, shipping coordination options. Card, ACH, wire, Venmo, PayPal. No chasing checks, no post-sale chaos.
Per-consignor settlement statements generate automatically. Hammer minus commission split, minus stall fees, minus transport. Export to QuickBooks or pay via ACH from the platform. Transparent ledger every consignor can verify.
Every bidder registers with your sale. Every consignor is tagged by breed, discipline, volume. Your next sale isn't a cold invite — it's a segmented email to the 300 jumper buyers who bid last time and the 40 trainers who consigned.
If you're running a production sale on spreadsheets, paying 10% to a sale company, or broadcasting through expensive streaming hardware — this is built for you.
| Feature | Why it matters for horse sales |
|---|---|
| Structured pedigree fields | 4-cross pedigree pages buyers actually use — searchable by sire line. |
| Unlimited video per lot | Under-saddle, free-jumping, conformation, trot-up — the footage horses sell on. |
| Health record attachments | PPE PDFs, radiographs, Coggins, health certificates — right on the lot page. |
| Simulcast ringside bidding | Online bidders bid alongside in-room buyers. Single iPhone runs the stream. |
| Simulcastless™ mode | Rural barn with no bandwidth? Skip video entirely — live bid pops still work. |
| Reserve & RNA handling | Reserve-not-met negotiation workflow baked in. Recover sales post-ring. |
| Buy It Now (for online pre-sale) | Capture the impatient buyer without waiting for the ring. |
| Consignor settlement statements | Auto-generated per-consignor checkouts. Transparent, auditable, exportable. |
| Buyer & consignor CRM | Segment bidders by breed, discipline, price band — market your next sale to the right list. |
| Mobile-first bidding | Buyers bid from the ringside, the barn, or a plane — Progressive Web App, no download. |
| Branded sale site | Your logo, your domain. Consignors and buyers follow you, not a marketplace. |
| Flat-fee pricing | $995/month or $9,995/year. No commission on hammer. Ever. |
Run two production sales a year or a rolling online consignment — same price.
Cancel anytime. No long-term contract.
$833/month equivalent. Lock in today's price.
No commission on hammer. No per-horse fees. No per-auction charges.
See Full Pricing & Compare"We used to run one production sale a year. Now we run quarterly online consignments between live rings — and we kept every dollar of every hammer."โ Sam R., Midwest Equestrian Auction
14-day free trial · No credit card required
Bid simple. Sell smart. — Selling Lane
For professional liquidators.
For independent dealers and dealer groups.
How phone-based simulcast works.
The "triple success tax" explained.
28 category guides with real ROI data.