How Selling Lane works — from signup to live auction in a day

No 12-month contracts. No setup fees. No commission on hammer. Sign up with an email, customize your site, upload your lots, and you're taking real bids the same afternoon.

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No credit card required.

The Short Version

Four steps. One afternoon. Zero gatekeepers.

Most auction platforms make you book a sales demo, sign a year-long contract, and wire a $1,500–$5,000 setup fee before you can list a single lot. Then they keep 5–10% of every hammer for the privilege. We rebuilt the whole onboarding to work the way every other modern SaaS works — email, password, dashboard, done. The trial includes a real auction. The pricing never scales with your success.

Start your free trial — no card, no demo gatekeeping

Sign up with an email and a password. You're inside the dashboard in under 60 seconds. No credit card. No salesperson in the loop. No "schedule a call to see pricing" wall.

The 14-day free trial is a real trial. Build your catalog, invite real bidders, take real bids, settle real invoices. Whatever happens during those 14 days is yours to keep. If you decide we're not the right fit, your data exports clean and you walk away owing nothing.

Most auctioneers we talk to spent 3–6 months evaluating their last platform — demos, contract negotiations, $1,500–$5,000 onboarding fees just to get started, then commission-based pricing that scaled with their growth. We deleted every step of that. Email, password, in.

14-day full-feature trial — no credit card
Run a real auction during the trial period
Same flat $995/mo or $9,995/yr from day one
Cancel anytime, export your data clean

Start your trial →

Customize your site — your brand, your domain, end to end

Your bidders should land on your auction site. Not "Selling Lane Powered by [your name]." Not a generic marketplace catalog with your logo squeezed into a corner. Your domain, your colors, your brand from the URL bar all the way through checkout.

Drop in your logo, pick your accent color, paste your auctioneer license number into the footer, hit publish. Your white-label auction website is live at your custom domain in under 10 minutes — including the catalog page, lot detail pages, registration flow, bidder dashboard, and post-sale invoice. No code. No theme to install. No designer needed.

Already have a website? Run Selling Lane on a subdomain (auctions.yourbusiness.com) or embed the bidding flow into your existing pages. Either way, the experience is yours end-to-end. Confirmation emails go out from your address. Invoices carry your letterhead. White-label isn't a vanity feature — when a stranger gets a $4,200 invoice, they need to recognize the sender or they call their card company. It's chargeback prevention.

Your logo, colors, and domain on every page
Custom domain or subdomain — both work
Branded transactional emails & PDF invoices
Included in every plan, not a $300/mo upcharge

See the customization options →

White-label auction website with custom branding

List & launch — 20 lots or 2,000, same workflow

Drop a CSV or Excel file into the bulk uploader and your entire catalog populates in under a minute. Photos drag-and-drop onto lot numbers via filename matching. Item-type templates pre-fill the common fields so you're not retyping Make / Model / Year / Mileage across every car or Breed / Foaling Date / Discipline across every horse.

Once the catalog is up, you set the rules: reserve prices, opening bids, bid increments, soft-close intervals, buyer premium percentage (or zero — your call). Schedule lots to open and close in waves to prevent the "everyone clicks at 8 PM" server crush. Configure proxy bidding so absentee buyers can set a max and walk away.

Then you launch. Your auction goes live the moment you click publish — no review queue, no platform approval, no waiting on a marketplace's content team to bless your listings. Compare that to legacy software where launching means: build the catalog by hand over three weekends, schedule a phone call with your account rep to "go live," and pay a $200 event fee. We made all of that go away.

CSV / Excel bulk upload — 200 lots in 60 seconds
Filename-match drag-and-drop photo assignment
Reserves, increments, proxy bidding, soft-close
One-click publish — no platform review queue

See the bulk upload tool →

Bulk upload interface for adding lots to an auction

Collect & track — your money, your data, your customer

The hammer falls, the invoice fires. Within 30 seconds of a lot closing, the winning bidder's inbox has a fully itemized invoice — hammer, buyer premium, sales tax, shipping options, payment link. They click the link, pay by card or ACH or PayPal or Venmo, and your bank account is credited.

You don't chase checks. You don't manually reconcile a spreadsheet. You don't wait three weeks for a marketplace to release your funds minus their cut. Selling Lane uses your merchant account — you keep 100% of every payment, minus only the standard ~2.9% + $0.30 you'd pay on any e-commerce site. No platform processing markup, no success fee, no commission on hammer.

Meanwhile, your dashboard shows every metric that matters: total bids, active bidders right now, average sale price, sell-through rate, top bidders by lifetime spend, lot views vs. bids placed. Exports drop into QuickBooks, Xero, or a clean CSV — with per-consignor settlement statements, tax-deductible portions for charity events, 1099 prep for high-volume consignors. Most platforms charge for analytics as a "pro tier." We don't.

Auto-invoice within 30 seconds of hammer
Card / ACH / PayPal / Venmo on your merchant account
Real-time dashboard & full analytics included
Per-consignor settlements & QuickBooks/Xero export

See the dashboard →

Real-time auction dashboard with bid analytics and revenue tracking

What's Next

Stop paying for the privilege of running your own auction

If you're ready to keep 100% of your hammer, the trial takes about 60 seconds to start. If you'd rather see it live first, our team will walk you through the dashboard with your industry's real workflow.

✅ 14-day full-feature trial
✅ No credit card required
✅ Run a real auction during the trial

Start Free Trial Schedule a Demo See My Savings

Questions? Call us at (508) 322-1770.

Bid simple. Sell smart. — Selling Lane