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Trade Me is New Zealand's largest online auction and classifieds website. Managed by Trade Me Ltd., the site was founded in 1999 by New Zealand entrepreneur Sam Morgan, who sold it to Fairfax in 2006 for NZ$700 million.[1] Trade Me was publicly listed as a separate entity on 13 December 2011 under the ticker "TME". In May 2019, Trade Me was acquired by private equity firm Apax Partners for NZ$2.56 billion.[2] Trade Me Ltd also operates several sister websites including FindSomeone and Holiday Houses.

Key Information

As of 20 March 2019, Trade Me's website was the fifth most visited in New Zealand and was ranked 2,711th globally according to Alexa Internet.[3] In a country with a population of 5.3 million,[4] the Trade Me site has, as of April 2021, 5 million active members.[5] As of April 2021, an average of 690,000 people visit the site each day.[5]

Participating traders primarily use New Zealand's banking system to settle payments, although Trade Me offers sellers the ability to accept credit card payments via Trade Me's own instant payment service, Ping (formerly Pay Now). Australian sellers must have a New Zealand bank account, while sellers from other countries are not allowed on the site without special approval.[6]

Trade Me shares many features with other online auction websites, such as eBay. Some of these features include "Buy Now" and "Auto bidding". Sellers may choose to block the large proportion of members not "authenticated" from bidding. Only "authenticated" members can ask sellers questions. Members can become "authenticated" by using a credit/debit card on-site or depositing some money in their Trade Me account.

Only one membership per private person is allowed. Membership is for life, is never deleted and will be only partially deactivated if a member "closes" their membership by giving three days notice in writing to Trade Me. Member profile, bidding history and "feedback received" pages are then hidden and can be reactivated by ex-members at a later date on request. All ex-members empty member "items for sale" pages and all the "feedback sent" posted on other members pages is not hidden.

History

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Origins and early development

[edit]
A former Trade Me logo from October 1999

Sam Morgan founded Trade Me in 1999, constructing the site while working full-time for Deloitte as a technology consultant. Within Deloitte, Morgan worked on Internet projects and supply-chain issues.[7] During this time he witnessed the successes of online businesses like eBay and Yahoo, as well as the disasters of the dot-com bubble.[citation needed]

Trade Me founder Sam Morgan at Webstock 2008

According to Trade Me legend,[8] Morgan, then 23 years old, decided to found the Trade Me site when, despite searching online, he could not find a secondhand heater for his flat in Wellington. The Trade & Exchange site had a heater for sale, but held back listings for a week before publishing them online, and by the time Morgan made contact with the heater's owner, the item in question had already sold.[citation needed]

Morgan describes the initial designing and building of Trade Me thus:[citation needed]

"Some time later we were in a backpackers in Sydney and got evicted because it was overbooked. We went up to some backwater because it was the only accommodation we could find. Anyway, there was nothing to do, so that night I started drawing a data model. So it sort of started there really. Then when I came back to Wellington I literally sat on the couch and built the site on a laptop over a five- or six-week period."[8]

The site went online in March 1999 after Morgan pulled together as much funding as he could. It gained 155 members in its first week on the Internet.[8] In its early stages Morgan humorously listed Trade Me for sale on eBay with a $1 million buy-now price. Though eBay withdrew Morgan's auction, the prank sparked some interest among New Zealanders who realised the potential of online trading.[citation needed]

Trade Me developed slowly initially, because its founder had little funding to pay for the costs of hosting and of expanding the site. In addition, Trade Me initially offered a completely free service for both buyers and sellers, a strategy for expanding its member base at the cost of short-term revenue. With little money and time available to work on the site, Morgan made the critical decision to sell almost half of his new company to his former Deloitte colleagues, bringing him around $75,000.[citation needed]

By August 1999 membership had risen to 3,500, and Morgan could dedicate most of his time and funding to the site. The early strategy for Trade Me involved simply increasing its user base and encouraging members to refer their friends to the site. Trade Me launched the Safe Trader escrow service about this time.[citation needed]

Growth and expansion

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In its early years Trade Me continued to struggle, slowly increasing its user base, but facing financial challenges. The site initially used web banners, but falling prices for advertising made web-banner revenue insufficient to cover expenses. Trade Me then introduced fees for auction services: first for features such as bold titles; then in September 2000 it introduced "success fees". This action proved the turning point for Trade Me, saving the site from potential financial disaster. Much of the success to come was based around the 'Trade Me Manifesto', a series of ten values for keeping the site fast and the company technology focused.[9]

eBay tried to enter the New Zealand market in 2001, but had little success. Trade Me has remained the major Internet-auction site in New Zealand, with both international and smaller national competitors gaining relatively little market penetration. Morgan commented on eBay's attempt to penetrate the New Zealand market in an interview:

"...I think there are big cultural issues there that are just not well understood. For example the Americans think that everyone has a zip code [...] they were a little late in and then they launched in US dollars."[10]

Morgan took time off from the stress of running the booming Trade Me site in September 2001, and went to the United Kingdom to manage an IT team in London. When he returned to his role at Trade Me the site had become profitable, with a membership of 100,000 and growing. By April 2005, this number reached one million.[citation needed]

In August 2003, Trade Me went live with Trade Me Motors[11] and Trade Me Property followed in 2005 along with Trade Me Jobs in 2006.[citation needed]

New Zealand's Deloitte/Unlimited Fast 50 rated Trade Me the fastest-growing NZ technology company in 2005.[12]

Fairfax subsidiary, 2006–2012

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Trade Me offices, Wellington, 2006.
Wikinews has related news:

On 6 March 2006, the Australian media company Fairfax acquired Trade Me in a deal worth NZ$700 million, with an additional NZ$50 million payable if the organisation met earnings targets over the next two years. (Those targets were met.) Sam Morgan and other executives remained with Trade Me.[13] Since the Fairfax purchase, Trade Me has continued to stand alone, with the former Fairfax NZ sites Jobstuff and Propertystuff being discontinued in favour of the Trade Me offerings.

In December 2012, Fairfax announced it was looking to sell off its stake in Trade Me in order to pay off debts.[14] The sale was confirmed on 17 December.[15] Its first profit report following the sale exceeded expectations, at NZ$37.4 million in the second half of 2012.[16]

Apax Partners, 2018–present

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In December 2018, Trade Me accepted a NZ$2.56 billion takeover bid from the British investment company Apax Partners, marking the biggest private equity deal in New Zealand's history.[17] This acquisition deal was finalised in May 2019.[2]

On 3 June 2025, Trade Me acquired a 50 percent stake in media company Stuff's Stuff Digital division, which consists of the Stuff.co.nz website and evening news bulletin ThreeNews. In addition, Stuff's property section will be rebranded as Trade Me Property, with listings, advertisements and some content shared across both platforms.[18]

Listings

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Trade Me has increased its scope over time, and now offers a wide range of listing possibilities. Customers can list the following items and positions on Trade Me:[citation needed]

  • General items
  • Motors: cars, motorbikes and boats
  • Property
  • Jobs
  • Rental property
  • Flatmates wanted
  • Antiques & Collectables
  • Pets And Animals
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Trade Me sites include:[citation needed]

  • Trade Me – the main Trade Me auction site
  • FindSomeone – a matchmaking/dating site
  • Holiday Houses – booking holiday homes/baches – rental accommodation
  • MotorWeb – vehicle licence plate lookup and basic facts site

Discontinued sites

[edit]
Old Friends logo
  • The online map site smaps, which provided access to New Zealand street maps, was closed in December 2008, leaving the niche to sites like Google Maps[citation needed]
  • Old Friends – finding old school friends and workmates – discontinued in January 2016[19]
  • SafeTrader – escrow service for Trade Me auctions - discontinued in July 2017[20]

Controversy

[edit]

As a fairly open marketplace which is recognised globally, Trade Me experiences the same problems (such as fraudsters), and users need to exercise vigilance. In 2007, Trade Me set up a dedicated Trust & Safety team who monitor the site seven days a week to keep its members safe.[citation needed]

"Members can report listings that may be in breach of the Terms and Conditions"[21] via the "Community Watch" (CW) badge, sited at the bottom of every listing. Contact with staff can also be made via the 'Contact Us' link at the bottom of every page. Social media can also be used to contact Trade Me.[citation needed]

To minimise payment problems and reduce fraud, Trade Me restricted membership to residents of New Zealand and Australia in 2005. This affected around 20,000 international members. However, in September 2013 Trade Me announced that it had "opened up its borders" and now has "a few internationally based sellers trading on the site," but that "only international sellers who meet our requirements for selling from overseas are allowed to do so."[6]

Trade Me's terms and conditions restrict membership to persons over eighteen years of age, as any user under the age of eighteen can not negotiate a legally binding contract. Prior to 2005 Trade Me did not restrict underage users, even allowing them to enter in their correct birthdates upon sign-up. In June 2005 Fair Go,[22] a television programme devoted to consumer affairs, approached Trade Me Limited regarding this issue and featured the matter on a broadcast episode. In response to this, Trade Me Limited sent all the users who registered their date of birth as under eighteen an e-mail asking them to check and update their details if incorrect. Trade Me no longer allows users to register if they enter a birth date indicating their age as under eighteen, but people under eighteen may simply represent themselves as older when they join.[citation needed]

Clashes with rivals

[edit]
Trade Me Property logo 2010.

In 2006, Trade Me laid a complaint with the Advertising Standards Authority (ASA) over the advertising of its largest property market competitor, Realestate.co.nz. According to the complaint, Realestate.co.nz, (run jointly by the Real Estate Institute of New Zealand (REINZ) and Property Page Ltd) had misled consumers with their advertisements with their slogan: "the only place with every place". Trade Me stated that it had properties listed on the Trade Me website that Realestate.co.nz did not have. Trade Me also detailed other reasons why Realestate.co.nz had allegedly breached the ASA's code of ethics and comparative advertising. The ASA upheld parts of the complaint.[23]

On 6 November 2008, Lixtor accused Trade Me of using bullying tactics. Trade Me said Lixtor was just trying to draw media attention.[24]

On 20 November 2008, a community newspaper The Aucklander also reported that Trade Me's lawyers asked Lixtor to remove their "Terms and Conditions"[25]

On 3 February 2009, in the wake of the emerging New Zealand copyright law Section 92a, New Zealand Creative Freedom Foundation published an article.[26] It was stated that Lixtor vs. Trade Me case is a good example of how the new section 92a in the New Zealand copyright law could be "misused" if passed.[citation needed]

Clashes with software developers

[edit]

Various software developers have received legal threats after developing third-party software which interfaces with the Trade Me website.[citation needed]

On 19 August 2006 the New Zealand Listener published an article, "Bidding War"[27] on one such developer. The developer, Ciaran Riddell, created a piece of software, AuctionBar, which used a technique known as screen scraping. The software allowed for more detailed searches for goods on sale as well as bids and updates via text-messaging and a tool known as a "sniper", which acted as an automated bidding tool.[citation needed]

Trade Me have since amended the "Terms and Conditions"[21] of the Trade Me website which now specifies "You may not use a robot, spider, scraper or other automated means to access the Website or information featured on it for any purpose" under s4.1(c).[citation needed]

On 7 May 2007, Trade Me released a Windows Vista Sidebar Gadget to run in the Windows Sidebar. This gadget, available on the Trade Me site, became the first sanctioned application to work with Trade Me. As the Vista Gadget requires an XML Feed, the gadget caused further discussion in the developer community about why TradeMe did not have an API. It also led to other creations by the developer community on top of Vista Gadget.[citation needed]

Trade Me has now[when?] released an official API.[citation needed]

Notable auctions

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[edit]

As of July 2013, the most popular auctions were as follows:[28]

Rank Views Closed Item
1 1.1m 3 June 2006 Wellington Hurricanes player Tana Umaga hit teammate Chris Masoe with a Roxy handbag at the "Jolly Poacher" bar in Christchurch after Masoe got into an altercation with a patron. The owner of the bag auctioned it via TradeMe for $22,750, generating a large media story and over 1 million page views before the auction closed.[29]
2 1m 10 July 2013 A printer which was stated to be faulty and 'possessed' was listed by nickftward to be on sale. He used quite a lot of humour and sarcasm to describe it, which made the auction more fun. His description:

"Words cannot express how much I hate this printer. It never works when I need it to - it's like it knows when I have to urgently print something. It randomly decides if it wants to work wirelessly or not. And scanning wirelessly? Forget about it! When you first turn it on it will play an endless symphony of sounds that are simply there to fool you into thinking that it might actually do what it's designed to do. Don't be fooled. This thing is evil incarnate." The winner of the auction was kornholio, with a winning bid of $280 ($1 Reserve Price)[30]

3 810,802 18 June 2009 Mike Whittaker (mikew4) listed his old Kelvinator washing machine under the title 'Scary Washing Machine' due to its behaviour when washing. He created a fictional story about how it sucked his shoes, pants, iron and wife into a vortex, beyond which, there are dinosaurs. The pictures he drew of the supposed dinosaurs are being sold as fundraisers for NZ charities. T-shirt company 'MrVintage' has created its own Scary Washing Machine Range of men's and women's T-shirts. The washing machine eventually sold for $5,160.[31]
4 459,420 1 August 2012 The implosion of Radio Network House on 5 August 2012 was New Zealand's first ever controlled building demolition by explosives. Like most other buildings in the Christchurch Central City, Radio Network House was damaged beyond repair in the 22 February 2011 Christchurch earthquake. The right to push the button for the implosion was put up for auction and became the auction with the third highest page views ever. The winning bid was for $26,000 and the consortium of demolition contractors let the Child Cancer Foundation nominate a six-year-old boy from Queenstown.[28][32]
5 355,889 20 January 2012 YOUR Tattoo on my Bum!!
6 384,705 24 May 2009 Buy a Tractor and get a 20-acre farm for free. Southland couple Allan & Shelly Holland have ensured that whoever bought their tractor got a little extra to boot.

The International 574 was just a regular old tractor – bucket, back blade, red – but it did come with one rather unusual added feature: a farm, the 8.1h block in the Catlins was an added bonus for whoever wins the tractor auction.

7 316,350 7 March 2011 Landscape Rocks for Sale in ChCh (following the February 2011 Christchurch earthquake, there was no shortage of rocks, as whole cliffs had collapsed)
8 292,184 6 May 2010 Folden 2010
9 276,094 8 January 2009 Jesus Christ Pita Bread
10 258,775 9 January 2012 Two days in the studio and advice from Neil Finn
[edit]
Wikinews has related news:
  • A "comfort hug", auctioned in April 2005 to promote love and good feelings.[33] The auction received considerable media attention.[34]
  • In late 2005, a member offered a "time machine" for sale through auction (or swap for an "anti gravity machine"), with the highest bid reaching $300,000,000,001,999. The seller withdrew the auction shortly before its close time. News of the auction reached some New Zealand newspapers, which ran a story on it. This auction used to hold the record for the highest number of questions asked and answered.[35]
  • In 2006 a user attempted to auction the Optus B1 satellite following a malfunction.[36] The opening price started at NZ$200,000,000. Trade Me withdrew the auction after 231,908-page views.
  • In May 2006 a member tried to sell Australia, using humorous descriptions of the country. The auction drew over 100 questions, and had more than 11,000 views. The country achieved a bid of $200,045,400, with a reserve price of 50 cents. In the end however, Trade Me administrators withdrew the auction. One News (a broadcast television programme) ran a report on this auction.[37]
  • Also in May 2006 a member tried to sell his leg, which had been amputated a year earlier as a result of diabetes.[38] Trade Me withdrew the auction within hours and swiftly added "Body Parts" to the "Prohibited Items" list.[39]
  • In June 2006 Lisa Lewis streaked across the field at the All Blacks game against Ireland held at Waikato Stadium. Days later the bikini Lewis had worn ended up for auction.[40] The winning bid of $4,010 later proved not genuine[41]
  • In October 2007 Lisa-Marie Corlet stumbled across a pebble with markings allegedly resembling the Virgin Mary. A first auction completed, but the bids later proved invalid. Corlet went on a nationwide television programme, Campbell Live, to announce she would not accept anything less than NZ$78,662,500,000 as she believes that someone would very much treasure the item. She said she was non-religious and offered this as the reason why she chose to on-sell the pebble. It was one of the most highly viewed auctions on Trade Me, with over 100,000 views, but the pebble failed to sell.[42]
  • On 17 November 2008 Lixtor attempted to auction their auction site following dispute with Trade Me over copyright-infringement allegations.[43][44] The opening price started at NZ$100,000,000. Trade Me withdrew the auction after a few hours.[44][45]
  • February 2010: The Trade Me user rhorne listed a lemon; with the letters "XT" printed vividly upon it; for sale with a humorous description.[46] This was designed to mock the XT Mobile Network due to its intermittent outages (which caused significant inconvenience to customers and delayed emergency service responses)[47] and other flaws. [citation needed] There were some suggestions made on the auction that the proceeds should be donated to charity, however the seller made it clear that was not his intention. The auction sold for $1,155.[48]
  • In February 2012, Labour MP Trevor Mallard was accused of ticket scalping on Trade Me when he sold four tickets to the Homegrown music festival for a $246 profit. The MP had in 2006 initiated legislation, the Major Events Management Act 2007, prohibiting ticket scalping for major events (although Homegrown wasn't classified as a "major event" so wasn't covered). He later offered to refund the money he received for the tickets.[49]
  • In 2019, one of the last single-use plastic bags from Pak n' Save was sold just before the law changed to ban them. The auction had considerable media attention and was the fourth most viewed listing of the year, selling for $52.[citation needed]
  • A bag of Covid-free air was the most viewed auction of 2020. The seller listed the bag to commemorate a negative Covid test during the pandemic. The listing fetched 210,086 views.[citation needed]

Note: Withdrawn auctions become unviewable after 60 days and bid histories after 45.[citation needed]

Notable people

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See also

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References

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Further reading

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Trade Me

View on Grokipedia
from Grokipedia
Trade Me is New Zealand's largest and classifieds platform, founded in 1999 by entrepreneur Sam Morgan in . The website enables users to buy and sell a wide array of new and used items through auction-style bidding or fixed-price listings, spanning categories such as general merchandise, property, motor vehicles, jobs, and services. Headquartered in , Trade Me operates as part of Trade Me Group Limited and employs more than 400 staff across . It boasts over 4 million active users and handles millions of listings, making it a dominant force in the country's landscape. The platform was initially acquired by media company Fairfax in 2006 for NZ$700 million before being sold to investors in 2011; in 2019, private equity firm purchased it for NZ$2.56 billion, taking it private. In June 2025, Trade Me expanded its portfolio by acquiring a 50% stake in Stuff Digital, the digital arm of New Zealand's leading news publisher Stuff, enhancing its position in online classifieds for , jobs, and motors while integrating media synergies. As of 2025, the company continues to innovate in digital marketplaces amid preparations for potential future sales or public offerings by its owner .

History

Founding and early development

Trade Me was founded in 1999 by Sam Morgan, a 23-year-old computer consultant based in , . Inspired by the success of but recognizing the need for a platform tailored to local preferences, Morgan developed Trade Me to facilitate online auctions and classifieds, particularly for everyday items like cars, jobs, and property listings that were underserved by traditional newspaper ads. The site launched in March 1999, with Morgan building the initial platform himself using basic web technologies, including (ASP) for the frontend and as the database backend. The first item listed for auction was a 21-inch offered by Morgan himself, marking the beginning of Trade Me's operations as New Zealand's first major . In its inaugural week, the site attracted 155 members, setting the stage for rapid adoption in a market with no significant local competitors. Early growth was organic, propelled by word-of-mouth among users who appreciated the platform's simplicity and focus. By mid-2001, membership exceeded 50,000, surpassing 100,000 by the end of that year, as the absence of rivals allowed Trade Me to dominate the nascent online trading space. Key milestones included the expansion into specialized sections like Trade Me Motors in and Trade Me Property in 2005, which further diversified offerings beyond general auctions. This independent trajectory culminated in the site's acquisition by in 2006, reflecting the success of its foundational years.

Fairfax ownership (2006–2012)

In March 2006, Australian media company acquired Trade Me, New Zealand's leading and classifieds platform, for NZ$700 million in cash plus an additional up to NZ$50 million earn-out contingent on meeting specified earnings targets over the following two years. The transaction, completed in April 2006 following regulatory approvals, represented a major expansion for Fairfax into digital assets and marked one of its most significant investments outside . Trade Me's founder Sam Morgan and key executives retained leadership roles post-acquisition, ensuring continuity in the platform's direction. Under Fairfax ownership, Trade Me operated as a standalone within the company's international portfolio, preserving its independent structure while leveraging Fairfax's broader expertise and . This arrangement facilitated enhancements in marketing strategies and technology , including upgrades to support increased traffic and functionality, without fully merging operations with Fairfax's traditional media businesses. A joint comprising Trade Me directors and Fairfax executives was established to guide strategic decisions, focusing on scaling the platform amid growing adoption in . Trade Me's revenue grew substantially during this period, reaching NZ$128.8 million by the financial year ending June 2011, reflecting robust expansion in core auction and classifieds categories. The user base similarly expanded to more than 2.8 million registered members by late 2011, driven by increased engagement across demographics. In 2010, Trade Me launched its official mobile application for iOS devices, followed by an Android version, enabling on-the-go bidding, listing management, and notifications to capitalize on rising smartphone usage. Concurrently, the platform invested in upgrades to its property and motors sections, introducing advanced search tools, premium listing options, and integrated data analytics to better serve users amid New Zealand's economic recovery from the 2008 global financial crisis, which saw improved housing and automotive markets from 2010 onward. These developments helped Trade Me maintain its dominant position, with property and motors categories contributing significantly to overall revenue growth. As part of strategic planning under Fairfax, Trade Me prepared for an in 2011 to unlock value and support further expansion.

Public listing and growth (2011–2019)

In December 2011, Trade Me Group Limited completed its (IPO) on the Exchange (NZX) and the Australian Securities Exchange (ASX), issuing 134.6 million new shares at NZ$2.70 each to raise a total of NZ$363.5 million. This valued the company at a of approximately NZ$1.07 billion upon listing. The IPO marked Trade Me's transition from a subsidiary to an independent public entity, enabling greater strategic autonomy amid strong investor demand. Following the IPO, Trade Me pursued innovations to enhance and transaction security. In 2014, the company acquired Paystation, a Wellington-based online payments gateway, which facilitated the rollout of Trade Me Pay—a secure integrated into the platform for faster and safer buyer-seller transactions. This acquisition supported growing volumes by reducing reliance on external payment methods. Additionally, Trade Me expanded its classifieds ecosystem through targeted investments, including a 14.1% stake in lender Harmoney in January 2015 for NZ$7.7 million, enabling financing options for high-value purchases like vehicles and property. In the real estate sector, Trade Me Property saw sustained growth, with enhanced mobile features and partnerships, such as integrations with banks like ASB for seamless payment processing in listings. The public listing period fueled robust financial expansion. By fiscal year 2015 (ending June 30), Trade Me's revenue reached NZ$199.7 million, an 11% increase from NZ$180.1 million the prior year, driven by higher listings and premium services across auctions, motors, and property categories. This growth continued, with revenue climbing to NZ$218 million in fiscal year 2016. By 2018, the platform had cultivated a user base where approximately 85% of New Zealand's population held accounts, equating to around 4.5 million registered users in a nation of about 5 million people. Strategic bank partnerships further bolstered motors and property segments; for instance, collaborations with lenders like (via Marac) provided integrated financing tools directly within listings, streamlining purchases for users. This era of public trading culminated in 2019 with the company's , ending its decade on the stock exchanges.

Apax Partners acquisition and recent developments (2019–present)

In May 2019, funds advised by completed the acquisition of Trade Me for approximately NZ$2.56 billion, valuing the company at NZ$6.45 per share. This transaction resulted in Trade Me's delisting from the NZX and ASX on May 2, 2019, transitioning the company from public ownership to a model focused on operational efficiency and long-term growth. Under Apax's ownership, Trade Me shifted emphasis toward streamlining costs and enhancing digital capabilities to strengthen its position in New Zealand's . Following the acquisition, Trade Me implemented cost-cutting measures in response to the COVID-19 pandemic. In April 2020, the company announced plans to reduce its wage bill by 20 percent amid economic uncertainty, affecting its workforce of nearly 600 employees and leading to significant redundancies. These optimizations, including staff reductions and operational adjustments, helped mitigate financial pressures during the crisis, with revenue experiencing a temporary dip in fiscal year 2020 (ended June 2020) before a steady recovery by fiscal year 2023. By fiscal year 2024, revenue had grown to NZ$369.8 million, reflecting improved performance across core categories like property, motors, and jobs. Trade Me expanded its digital services under private ownership, integrating financing options within Trade Me Motors to facilitate vehicle purchases and introducing AI-driven tools to enhance . In 2022, the platform bolstered its motors category with accessible financing partnerships, allowing buyers to explore loan estimates directly on listings. By 2024, Trade Me rolled out AI-powered features, such as predictive campaign tools that improved listing performance by up to 20 percent in open rates and click-through rates, aiding sellers in optimizing recommendations and visibility. On 3 June 2025, Trade Me announced the acquisition of a 50 percent stake in Stuff Digital, the digital arm of New Zealand's leading news publisher behind stuff.co.nz and 3News, for an undisclosed amount. The deal was completed on 2 July 2025. This strategic move aims to integrate Trade Me's classifieds platform with Stuff's media ecosystem, boosting user engagement in high-value sectors like property and jobs through combined content and advertising synergies. In May 2025, Apax Partners refinanced Trade Me's debt and began preparations for a potential sale of the company. The partnership positions Trade Me to leverage news-driven traffic for enhanced marketplace relevance in a diversifying digital landscape.

Platform and services

Auction and classifieds listings

Trade Me's primary listing system revolves around two formats: auctions and classifieds. Auctions enable competitive bidding, where sellers specify a starting and a fixed duration—typically ranging from one to 14 days—allowing buyers to submit incremental bids until the listing closes, with the highest bidder securing the item. Classifieds, conversely, function as fixed-price listings with a "buy now" option, permitting immediate purchase at the seller's set without bidding competition. Listings are structured across key categories to cover diverse , including for everyday items like , , and antiques; for real estate sales and rentals; Motors for vehicles and related accessories; Jobs for postings; and Services for professional offerings such as repairs or consulting. In June 2025, Trade Me acquired a 50% stake in Stuff Digital, leading to integration of shared listings, advertisements, and content across platforms. This includes Stuff's , motors, and jobs sections to Trade Me branded offerings, enhancing the classifieds ecosystem for these categories with combined audiences and synergies as of July 2025. The listing process begins with free basic placements for personal (casual) members, who receive an allowance of up to 50 listings per month in categories before incurring a high-volume listing of NZ$0.10 per additional item; other categories like involve upfront listing fees without success charges. To boost exposure, sellers can purchase upgrades including bold or featured titles, additional gallery photos, , and super featured spots, with costs starting at NZ$0.25 for options like extended durations or scheduled end times and rising to NZ$3.95 or more for premium placements. Successful sales trigger a 7.9% success on the item price for casual sellers, capped at NZ$499 per transaction as of 2025. The platform sustains substantial listing volumes, exemplified by approximately 40,000 active residential listings in early 2025, which serve as a major contributor through category-specific fees and underscore Trade Me's role in New Zealand's market. User safeguards include a feedback ratings system for buyers and sellers, operational since around , which aggregates post-transaction reviews into percentage scores to indicate reliability; for high-value items, these ratings are essential for risk assessment, with members expected to maintain at least 95-98% .

Additional features and tools

Trade Me has evolved from its early auction basics to incorporate advanced search and tools that streamline user and . Users can refine searches using keywords or categories, applying filters for , range, condition, and other attributes, while sorting results by , ascending or descending, or bid activity. These features are accessible across desktop and mobile platforms, with the dedicated Trade Me apps for and Android enabling on-the-go filtering and browsing. Additionally, the watchlist functionality allows users to save items automatically upon or offering, set up reminder emails or push notifications, and monitor listings until they close, fostering personalized tracking of potential purchases. To facilitate secure transactions, Trade Me introduced Ping, its proprietary that provides an instant and protected method for buyers and sellers to complete deals. Launched as a replacement for earlier options like Pay Now, Ping supports multiple payment methods including credit cards and , holding buyer funds under the platform's Buyer Protection policy until delivery confirmation, which minimizes risks and ensures quick payouts to sellers minus a transaction fee. Complementing this, Trade Me partners with Post through integrated shipping services like Book a Courier, allowing sellers to generate prepaid labels, estimate costs, and schedule pickups directly from listings, simplifying logistics for domestic and international shipments. Professional sellers benefit from dedicated tools designed to optimize listing management and performance analysis. The My Products platform enables bulk uploading and editing of inventory, automating the creation of multiple listings with customizable templates, footers, and fixed-price offers, which is particularly useful for high-volume users such as real estate agents or retailers. For insights into listing effectiveness, tools like MyListings provide performance ratings based on metrics such as stock age, , and supply comparisons, while specialized analytics in areas like via DealerBase offer dashboards to track sales trends, buyer behavior, and competitor benchmarks. Trade Me prioritizes to ensure broad , fostering a company-wide culture focused on practices since at least 2019. Efforts include training teams on accessibility principles and integrating features aligned with (WCAG) standards, such as alternative text for images and keyboard navigation support, as part of ongoing commitments to reach WCAG AA conformance.

Active community platforms

Trade Me maintains an active member forum known as the , accessible through its Help Centre, where users share tips, advice, and questions related to trading, buying, and selling on the platform. Launched in following the discontinuation of older message boards, this forum serves as a dedicated space for general trading guidance, category suggestions, and platform-related discussions to enhance . The adheres to specific guidelines that promote respectful interactions and compliance with site policies, ensuring a supportive environment for members. Complementing the forum, Trade Me offers robust safety and advice resources under its Trust & Safety category, focusing on avoidance, , and member protection. These include detailed guides on recognizing attempts, reporting suspicious activity, and utilizing buyer and seller protections, with ongoing updates to address evolving online threats such as and . A outlines expected behaviors for participants, emphasizing trust and legal compliance in transactions. Annual transparency reports, such as the 2023 edition, detail releases and actions, demonstrating continuous improvements in safety measures. In June 2025, Trade Me acquired a 50% stake in Stuff Digital, enabling integration that extends interactions through shared content feeds for jobs and property discussions. This partnership rebrands sections like Stuff's property listings under Trade Me Property and facilitates cross-platform advertisements and content sharing, allowing users to engage in broader conversations on employment opportunities and trends. The collaboration builds on Trade Me's existing tools to foster more interconnected user support in key areas.

Discontinued services

Trade Me has discontinued several services over the years as part of its platform evolution, often due to low usage or strategic shifts toward more integrated features. One of the earliest notable closures was the Old Friends website, a for reconnecting with school friends and workmates, which launched as part of the Trade Me network but was shut down in January 2016. A Trade Me spokesman stated that the service was not popular and had low user numbers, leading to its discontinuation after more than a decade of operation. The closure prompted efforts by the to archive its content, preserving school photos and reunion discussions for historical access. In July 2017, Trade Me retired SafeTrader, its long-standing payment service that had been available since November 1999 to facilitate secure transactions for high-value auctions. The company explained that very few members continued to use the service, making it unsustainable to maintain amid evolving payment options like Pay Now. This discontinuation aligned with broader updates to buyer protection features, reflecting a focus on modernizing transaction tools. The community message boards, a forum for user discussions across topics like general chat and classifieds advice, were fully retired on November 15, 2021. Trade Me announced the change to streamline community engagement, launching a new member forum called as a replacement to better support ongoing interactions. Earlier partial closures in February 2021 affected specific threads, such as general discussion and environment categories, signaling the gradual wind-down. More recently, in December 2024, Trade Me discontinued its internal messaging feature, which allowed direct communication between buyers and sellers. The retirement was part of efforts to simplify the platform, directing users to external tools or app-based notifications for correspondence. In early 2025, Trade Me also discontinued the Address Verified service, a feature that allowed members to verify their physical addresses to build trust and reduce scam risks. The service was phased out without a formal announcement, but user reports indicate it ceased operations around February 2025, with legacy verifications remaining visible but no new verifications possible. These changes under ' ownership since 2019 have emphasized cost rationalization and user preferences for consolidated features.

Controversies

Disputes with competitors

In 2006, Trade Me filed a with New Zealand's Advertising Standards Authority (ASA) against rival property site homes.co.nz, alleging misleading . Homes.co.nz had implied in its promotions that it had more listings than competitors, but the ASA ruled the statements deceptive in the context, as Trade Me held significantly more listings and users locally, with over 1.1 million members at the time. This dispute highlighted early competitive tensions in the property classifieds sector, contributing to Trade Me's dominance in online . Throughout the 2010s, Trade Me faced scrutiny from the Commerce Commission over its in online classifieds and related services. In 2018, nearly 20 retailers lodged complaints with the Commission regarding Trade Me's fee increases for premium listings, arguing the changes were anti-competitive and leveraged the platform's near-monopoly status in New Zealand's and classifieds sector, where it commanded the vast majority of transactions. The same year, the Commission declined clearance for Trade Me's proposed acquisition of Motorcentral, a dealer software provider, citing concerns that the deal would reduce in the automotive digital marketplace segment and entrench Trade Me's influence over integrated services for car dealers. The rivalry extended to emerging platforms like in the late , as Trade Me's established position—serving over 4.9 million members and handling the bulk of New Zealand's online buy-and-sell activity—faced pressure from free, social media-integrated alternatives. While no formal regulatory complaints from Trade Me against were publicly documented during this period, the Commission's ongoing oversight of digital markets reflected broader concerns about dominant players' practices, including data usage and pricing that could disadvantage smaller competitors. By the early 2020s, Trade Me's leading role, with estimates of 85% of holding accounts, prompted voluntary adjustments to listing fees and features to address perceptions of overreach amid rising competition.

Conflicts with developers and users

In the mid-2000s, Trade Me encountered tensions with third-party software developers seeking to integrate with the platform. In , the company's then-chief technology officer, Rowan Simpson, publicly outlined reasons for not providing an official , including risks of security breaches and abuse by tools like automated snipers that could disrupt fair bidding and overload servers. This stance drew interest from developers advocating for greater access to build complementary applications, highlighting early friction over platform openness versus control. By 2009, Trade Me reversed course and launched its developer API, enabling controlled third-party integrations while imposing strict terms to mitigate prior concerns, such as prohibitions on scraping or unauthorized automation. However, developers have occasionally faced legal threats for creating unofficial interfacing software, underscoring ongoing restrictions to protect site integrity and user data. User relations have been strained by privacy and security lapses. In 2019, Trade Me updated its privacy policy to expand the use of member data for targeted advertising, even for those who had opted out in 2015; the Office of the Privacy Commissioner investigated and determined this breached principles 1(b) (lawful purpose for collection) and 10 (accuracy and retention) of the Privacy Act 1993, as the changes lacked transparency and a valid basis for overriding opt-outs. The commissioner criticized the policy for potentially misleading users and recommended revisions to ensure compliance. A 2021 technical further eroded trust when an error swapped the accounts of approximately 1,400 users, temporarily exposing personal details like addresses and purchase histories before being corrected within hours. Trade Me notified affected users and the Commissioner but faced criticism for inadequate safeguards against such operational failures. Scam and fraud incidents escalated from 2020 to 2023, with attacks exploiting account vulnerabilities to hijack listings and deceive buyers, particularly through "buy now" schemes on verified accounts. Users reported significant losses and lodged complaints demanding stronger protections, including mandatory (MFA), as optional security measures proved insufficient against credential-stuffing and social engineering. In response, Trade Me rolled out MFA in April 2024, though it remains voluntary, amid continued user advocacy for enforced adoption to curb rising threats. Following the 2019 acquisition by , revisions to Trade Me's tightened rules on bots and automated tools, limiting developer-built features like bulk listing managers to prevent spam and maintain platform stability, which some in the ecosystem viewed as overly restrictive. In November 2022, Trade Me faced backlash after an algorithmic error promoted Nazi books, including Hitler's Mein Kampf, as suggested Christmas gifts to users, breaching the platform's policies against offensive content. The company issued an apology, removed the listings, and stated it was reviewing its recommendation algorithms to prevent recurrence. In June 2023, Trade Me removed listings for Prime energy drink, endorsed by influencer , following warnings from the Commerce Commission and Ministry for Primary Industries that sellers risked prosecution and fines up to NZ$500,000 for unsubstantiated health claims on the product. This incident highlighted ongoing challenges in moderating regulated goods on the platform.

Notable auctions and events

Record-breaking auctions

Trade Me has facilitated numerous high-value auctions that have set platform records, particularly in categories like media licenses, vehicles, and novelty items, demonstrating the site's capacity to handle significant financial transactions through competitive bidding. The highest sale in Trade Me's history occurred in 2014 when a radio broadcasting frequency was auctioned for NZ$7.8 million. Conducted on behalf of the by Radio Spectrum Management, the auction attracted bids from major media companies, with NZME ultimately securing the FM license after a fierce competition that far exceeded the reserve price of NZ$244,600. This transaction not only broke the previous record for the most expensive item sold on the platform but also highlighted Trade Me's role in facilitating government spectrum auctions. Bidding frenzies have also produced unexpected , such as the of a rare variegated minima , which started at a NZ$1 reserve and escalated to NZ$27,100 after more than 200 bids. The intense among enthusiasts set a new benchmark for the highest price paid for an indoor on Trade Me, illustrating how low reserves can ignite rapid value escalation in niche markets.

Culturally significant sales

One of the earliest culturally resonant auctions on Trade Me occurred in 2001, when a sketch of the signed by then-Prime Minister was donated for a charity fundraiser. Intended to support a good cause, the listing sparked due to perceptions of political endorsement on a commercial platform, drawing widespread media coverage and highlighting early debates about the intersection of public figures and online s in . In , following the death of national icon Sir Edmund Hillary, numerous personal items associated with the mountaineer, such as autographed $5 banknotes featuring his portrait, flooded Trade Me auctions. These listings attracted intense bidding within hours of the announcement, with one signed note reaching bids over $350 despite a reserve price, underscoring Hillary's enduring status as a symbol of New Zealand's exploratory heritage and prompting reflections on and commemoration. The surge in such sales not only boosted awareness of his legacy but also raised ethical questions about profiting from tragedy. A notable viral moment came in 2010 with the auction of two glass vials purportedly containing the exorcised spirits of a young girl and an elderly man from a home. Listed by resident Avie Woodbury, the items garnered over 200,000 page views and sold for NZ$2,000, captivating the public with their blend of supernatural folklore and novelty, which amplified Trade Me's role in disseminating modern urban legends and quirky cultural narratives. During 2020, amid global challenges, Trade Me hosted several auctions with social impact, including a charity lunch with Director-General of Health Dr. Ashley Bloomfield for the Cancer Society, which fetched over NZ$13,000 and exemplified the platform's capacity to mobilize community support for health causes. Similarly, multiple listings donated by artists and celebrities raised funds for Australian bushfire relief, collectively contributing thousands to environmental and humanitarian efforts, and demonstrating Trade Me's evolution as a conduit for on pressing social issues.

Key personnel

Founders and early leaders

Trade Me was founded in 1999 by Sam Morgan, a entrepreneur born in 1975, who conceived and single-handedly developed the platform after experiencing frustration in purchasing a heater for his apartment. Morgan launched the site in March 1999 using $12,000 from credit cards and loans, initially attracting 20 members from his personal network and reaching 1,000 members within five months. The platform quickly gained traction as New Zealand's premier , with Morgan handling most early operations, including and , until rapid growth necessitated expansion. The early team formed around 2000 to support Trade Me's scaling amid explosive user growth, which saw membership surge from thousands to over 100,000 by 2003. Key initial hires included Morgan's sister, Jessi Morgan, who managed operations; Rowan Simpson, employee number three, who developed core software; and Nigel Stanford, who contributed to design and development. These team members played crucial roles in technical and operational stability during the 2001 growth surge, when the site faced constant challenges from runaway traffic and required frequent server upgrades to prevent outages. By 2004, Trade Me was recognized as New Zealand's fastest-growing company in the Deloitte/Unlimited Fast 50 Awards, reflecting the foundational contributions of this small team. The initial board provided advisory support in Trade Me's pre-Fairfax phase, drawing on expertise from New Zealand's tech ecosystem. , later co-founder of Xero, joined the board in November 2005, offering strategic input during the company's maturation ahead of its 2006 sale. Drury's involvement helped guide decisions on scaling and market positioning as Trade Me approached one million members. Following the 2006 sale of Trade Me to for NZ$700 million, Morgan shifted focus to investments and . He established Investments to back tech startups, including companies like Vend and Xero, fostering innovation in the local sector. In parallel, Morgan founded Social Investments in 2006, endowing it to support high-impact social enterprises globally, with activities intensifying in the through grants exceeding $162 million to ventures aligned with UN development goals.

Executives and influencers

Jon Macdonald served as Chief Executive Officer of Trade Me from 2008 to 2019, succeeding founder Sam Morgan during the Fairfax Media ownership period. He oversaw the company's initial public offering on the New Zealand Exchange in December 2011, which raised NZ$363.5 million and valued Trade Me at approximately NZ$1 billion at listing. Under Macdonald's leadership, Trade Me experienced substantial revenue growth; for the half-year to December 2012, revenue reached NZ$80.4 million, an 18% year-on-year increase, with EBITDA at NZ$59.2 million, up 14%. His tenure also navigated challenges from the 2008 global financial crisis, positioning the platform as New Zealand's dominant online marketplace with consistent profitability. Following the acquisition of Trade Me by funds advised by Apax Partners in May 2019 for NZ$2.56 billion, leadership transitioned to focus on long-term digital innovation. Anders Skoe, formerly CEO of Norwegian online marketplace Finn.no, assumed the role of CEO in July 2019, bringing expertise in scaling classifieds platforms. Skoe has guided Trade Me through post-acquisition integration and strategic expansions, including the June 2025 acquisition of a 50% stake in Stuff Digital for an undisclosed sum, which integrates news publishing with Trade Me's classifieds ecosystem and rebrands Stuff's property section as Trade Me Property. This move supports digital pivots toward combined content and commerce offerings, enhancing user engagement amid evolving online advertising trends. As of November 2025, Skoe continues to lead the executive team, with key members including Chief Financial Officer Nicola Law (appointed October 2025) and Chief People Officer Annie Brown. External influencers have significantly shaped Trade Me's strategic direction and regulatory environment. The New Zealand Commerce Commission has repeatedly scrutinized the company's market dominance, including probes into fee structures and acquisitions that could reinforce its monopoly in online classifieds. For instance, in 2018, retailers complained about proposed fee changes, prompting Commission review for potential anti-competitive effects. In 2021, the Commission assessed Trade Me's acquisition of PropertyNZ, issuing a statement of issues on competition concerns in listings before granting clearance. Chairs such as Anna Rawlins during this period emphasized balancing innovation with fair competition in digital markets. Tech advocate , founder of Xero and a former on Trade Me's board until around 2019, influenced policies on platform accessibility and integration, drawing from his experience in cloud software to promote developer-friendly APIs amid broader discussions on in New Zealand's tech ecosystem.

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