From Moerdijk to the world

Here's how to build the biggest online equipment auctions

Although Ritchie Bros. auctions nowadays take place entirely online, much of the work still takes place physically. At the Moerdijk yard - a fixture in the international network for more than 27 years - a top logistical and organizational effort is made in the weeks leading up to each auction. “What buyers see online is the end result of weeks of preparation, inspection and planning,” says Michel Talla, Regional Operations Manager Benelux & Nordics.

Ritchie Bros. once began as a classic live auction house. Auctions in Moerdijk were also physical events for many years, with multiple auction days and hundreds of visitors on the premises. “We found that people really appreciated the online format: it was easy, they could bid from anywhere in the world, set up automated bids and benefited from a more user-friendly experience.”

That turnaround changed the character of the auction. The number of physical visitors decreased, but sales prices certainly did not. “In a live auction, you have to decide in seconds, under the pressure of the room. Online, buyers can deliberate quietly, at home or in the office. That longer decision moment actually turns out to be positive for the results of our selling customers.”

International hub

The Moerdijk location plays a special role in this. Machinery arrives there from all over the world and, after being sold, leaves just as easily for Europe, the Middle East or Africa. “Equipment from the Netherlands and the Nordics is popular because of the good level of maintenance,” Talla says.

A major advantage of Moerdijk is its status as a bonded warehouse. Machinery can be brought in without paying VAT or import duties directly. “That makes us interesting for international buyers. They can buy the equipment here and then export it, or later arrange the import themselves. That really is a unique selling point.”

Each machine through the mill

Behind every online lot is a tightly organized process. As soon as a machine is put on contract by the sales team, the operations in Moerdijk get moving. “We check that what is delivered also matches the contract. Then follows the inspection,” Talla explains.

That inspection is extensive. 40 to 50 photos are taken of each machine, supplemented by videos showing the engine running and the machine moving. “Because everything is sold online, we want buyers to be able to evaluate the machine as well as possible. Noise, movement, visible wear and tear: everything counts.” At the same time, there are limits. “We're not going to dig pits here or test all the gears on a truck. That's simply not logistically feasible.”

Transparency is key. Damages, leaks or other visible defects are explicitly recorded. “We sometimes advise sellers to make minor repairs because that can improve the selling price. But the choice always lies with them. Our job is to portray everything as honestly and completely as possible.”

Late peaks and tight deadlines

Ideally, equipment arrives early to allow sufficient time for inspection and online presentation. Practice is more recalcitrant. “Sometimes machines are delivered later because customers want to continue using their equipment as long as possible or only decide to participate in an auction at the last minute,” Talla says. “The peak is about three weeks before the auction, but deliveries sometimes continue into the auction week.”

Trust without looking

Prior to each auction, Ritchie Bros. hosts two viewing days. Buyers can then, upon submission of identification, start and move machines. Yet by no means everyone takes advantage of this. “We see that many customers decide entirely online,” Talla says. “Even for machines of a hundred thousand euros. That says a lot about the confidence in our inspections and presentation.”

The size of the auctions is considerable. In 2025, between 2,500 and 3,500 units per auction changed hands: machines, vehicles and parts. At the same time, supply is changing with the market. Electric machines are gaining ground and smaller units and attachments, often delivered in containers, are also becoming more visible.

More than an online platform

Those who only see the website are missing much of the story. “It's hard to capture in one sentence,” Talla says. “The energy, the scale, working with large machines and international customers: that's what makes it unique.” Internally, it is often summed up as: from Moerdijk to the world. And that's no empty slogan. Behind every online auction is a physical operation in which logistics, technology and trust come together.