Cover Image courtesy of Magic Millions
Written by Kit Gow
Magic Millions has launched their new online auction platform Magic Millions Digital, with entries now open for the first Magic Millions Digital Sale, which is scheduled to kick off on October 24. It’s a new look and a new avenue of selling designed by Australian developer Webtron, with the intention of giving users more options to trade nationwide and year-round.
Magic Millions has published sale dates until the end of 2026 already, and after the initial sale in late October, sales will be once a month until the end of 2025, then twice monthly for the following year.
The $385 (inc GST) listing fee and 5.5% sales commission have been published openly in the auction house’s press release, a move which Magic Millions Head of Digital Bryce Bevan said is to demonstrate the auction house’s commitment to streamlining the sales process.
“The digital marketplace is a growing space,” Bevan said. “Magic Millions has participated previously and they have had an eye on returning to the space for some time. It was just a case of waiting for the right opportunity to present itself in terms of coming back into the market.
"The developer we have used, Webtron, are experts in this online auction space, which gives us plenty of confidence going into our first sale and launching the new platform."
“We’ve invested in technology we know will set the benchmark for online selling," said Magic Millions Managing Director Barry Bowditch.
“I think the team is very much in the mindset of acknowledging that, last time, it didn't go as well as what the team would have hoped for," Bevan said. "But it's a space that Magic Millions has really committed to having a presence in, and I think it's a space that we need to be in as well. Because again, as evidenced by the growth and popularity of online sales, it's a space that's not going away, it's only going to continue to get bigger.”
Bryce Bevan | Image courtesy of Magic Millions
“(The online auction marketplace) is a space that Magic Millions has really committed to having a presence in, and I think it's a space that we need to be in as well.” - Bryce Bevan
Bevan shared that the team is looking forward to getting the first sale underway and unveiling the new-look interface, but was also keen to impart that the team would also be looking forward to hearing feedback from users on how the system is working.
“We're very happy with the presentation, but we're also going into it very open-minded, and we will be very open to feedback from the industry and what user preferences are,” he said. “And we are going to be very agile in response to it. With Webtron, it’s going to be an ongoing partnership - it won’t be one-and-done, there will likely be some changes once we get feedback from industry participants from the first few sales.”
The online platform will work to complement Magic Millions’ physical auctions throughout the year, as well as the annual Magic Millions Virtual Sale, which this year climbed to new heights with the sale of star sprinter Olentia (Zoustar) for $2.6 million.
While the calendar for regular online sales is set until the end of 2026, Bevan did not close off the opportunity for one-off ‘boutique’ sales if there is the demand - and the right offerings - for them.
“If the opportunity came around where there was a chance to sell a high class race mare or similar in a one-off sale, those are certainly conversations we'd encourage people to have with us,” he said. “We would love the opportunity to get creative with it, and to come up with a solution that suits the client.”
“If the opportunity came around where there was a chance to sell a high class race mare or similar in a one-off sale, those are certainly conversations we'd encourage people to have with us.” - Bryce Bevan
Bevan shared that the team is anticipating the sales platform’s development to be a “slow burn”, and that the team is committed to building the platform’s profile over time.
He also said that Magic Millions users would benefit from the presence of Magic Millions offices in most states, and that the existing state branches would be on hand to support online sales users in similar capacity to how they assist with physical auctions.
“We will have a strong presence across the country, which I think is only going to be beneficial for industry participants,” he said. “For instance in Western Australian, having an office in Perth means that the industry participants who are currently using other online platforms will have the ability to work with a company that already has a physical presence in their region, which can only be a positive thing.”
He added, “the massive win for the industry as a whole is that the reality is, with us re-entering the market, industry participants will always have a viable option to trade stock, which can only be a positive thing for everyone.”
Entries for the Magic Millions Digital Sale (October) are open now, and will close on Wednesday, October 22.
