TBAuctions launches Cross-Publishing Across Storefronts to Boost Auction Visibility and Conversion
Amsterdam, June 25, 2025 – TBAuctions (TBA), Europe’s leading digital auction platform for B2B used industrial equipment, has announced the formal rollout of cross-publishing, a strategic feature that allows auction lots to be listed simultaneously across multiple TBA storefronts of its brands. This innovation, already tested successfully with Troostwijk Auctions and Vavato, is now being expanded to Surplex, following a proven boost in conversion rates and buyer engagement. By significantly increasing the visibility of lots, cross-publishing enhances opportunities for sellers and improves the auction experience for buyers across the TBA ecosystem.
Cross-publishing allows a lot originally listed on one TBA brand platform to appear in additional storefronts, enabling bidders from different brands to view, follow, and bid in real-time. While the sourcing platform retains ownership of the lot and handles the transaction, the additional storefronts act as extended channels, amplifying reach and engagement.
Internal data from March 2025 revealed that 20% of lots on Vavato and Troostwijk were cross-published, with especially strong results when items moved from smaller to larger platforms. Lots cross-published from Vavato to Troostwijk, for instance, saw higher engagement and significantly fewer instances of unsold lots.
TBA Group currently serves buyers in over 170 countries worldwide, giving sellers unparalleled access to international demand. Vavato sells across several countries with strong regional brand recognition, while Troostwijk Auctions has a long-standing presence throughout Europe. Surplex further strengthens this network with its expansive reach in industrial asset markets across key European regions. Together, these platforms form a robust and interconnected auction landscape, now seamlessly integrated through cross-publishing.
Driving Platform Synergy Through Network Effects
By activating bidder bases across multiple storefronts, TBA strengthens its marketplace dynamics. Cross-published lots are shown to more potential bidders, increasing the odds of sale and driving competition—leading to higher conversion rates.
“Cross-publishing embodies our platform’s digital potential,” said Robbie Strickland, Chief Technology and Product Officer at TBAuctions. “It’s a powerful, scalable feature that brings together previously independent bidder pools, delivering more eyes on each lot and unlocking measurable value for both buyers and sellers. It’s an elegant example of how we are transforming auctions with data and technology.”
A Unified Multi-Brand Experience
For sellers, cross-publishing means maximum exposure without added complexity. For bidders, it offers a more comprehensive view of available lots across the TBA ecosystem—regardless of which storefront they visit.
“This is a pivotal step toward realizing our vision of a unified auction ecosystem,” added Strickland. “Cross-publishing helps buyers discover more relevant items while empowering sellers with greater reach. It reinforces our commitment to building a seamless digital platform that creates scale, trust, and opportunity for all users.”
Cross-Publishing in Practice
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- Bidders benefit from expanded access to diverse lots across TBA storefronts
- Sellers gain incremental exposure, particularly when listing on smaller platforms with the potential to tap into larger bidder bases
- TBA’s ecosystem is reinforced through powerful network effects, accelerating the flywheel of supply and demand
- Operational clarity remains intact, with all bidding activity and transactions routed through the original host platform
ABOUT TBAuctions
TBAuctions is Europe’s leading multi-brand (Klaravik, Troostwijk Auctions, Surplex, Auksjonen, PS Auction, British Medical Auctions, Vavato, HT Auctions & Valuations, and Auktionshuset dab), digital auction platform for used B2B goods with 1,200+ team members across the Nordics, Benelux +UK, and Continental Europe. We believe that “Everything Has Value” and we make auctioning more effective and efficient by using technology, automation, and economies of scale. TBAuctions’ online intelligent auctions make this happen through a proprietary platform that uniquely connects bidders from multiple storefronts to seamlessly engage with a single, unified auction. TBA brings sustainable trade to a higher level. Sourcing locally and selling globally, millions of products are auctioned every year. Funds managed by Castik Capital are the majority owners of TBAuctions, with Summa Equity as the minority shareholder.
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