E&C’s interview with Purple Wave, a leading name in the online auction industry—offering a full-service, no-reserve platform that enables businesses, municipalities, and individuals to buy and sell equipment entirely online.
E&C: Let’s begin with the basics. How would you describe Purple Wave Auction to someone unfamiliar with it?
PW: We are a full-service, no-reserve online auction platform. That means we manage every step of the sale—from listing and marketing to buyer payment and documentation—entirely online. There’s no transportation of equipment to an auction yard. The seller sells each piece of equipment from where it sits. Everything is done transparently, and every item sells to the highest bidder. It’s a modern take on a process that’s traditionally been time-consuming and costly.
E&C: How does the “no-reserve” model benefit both buyers and sellers?
PW: For buyers, it means what you see is what you get—there’s no artificial floor to inflate prices. For sellers, it ensures a high level of buyer engagement. The no-reserve marketplace brings bidders and competition. Buyers are more likely to bid when they know there’s no reserve holding things back. In most cases, this leads to competitive bidding and strong final prices. It also creates certainty for the seller: the item will sell, no matter what.
E&C: Who typically uses your platform?
PW: We work with a wide range of clients. That includes general contractors, equipment rental companies, farmers, counties and municipalities, utility companies, and even school districts. Some are liquidating entire fleets, while others are selling one or two pieces of equipment. We’ve designed our platform to support buyers and sellers of all sizes.
E&C: Let’s talk about the process. How does someone get started with selling?
PW: It starts with a conversation. We assign every seller a dedicated local, territory sales manager who will walk them through the process—understanding what they’re selling, explaining the timeline, helping with photos, descriptions, and setting expectations. From there, we build the listing, launch the marketing for the auction that equipment is selling in, and communicate through the close of sale. Sellers don’t have to worry about logistics or paperwork—we handle all of that.
E&C: What makes your marketing approach effective?
PW: Our team uses data to target the right buyers for each asset type. We combine email campaigns, search engine marketing, organic and paid social media, and our extensive network of associations buyers across industries. Each week, the marketing of our auctions puts equipment in front of motivated buyers across the country. That kind of targeted visibility is what drives demand and gets results.
E&C: How do you support buyers?
PW: We provide detailed listings, high-resolution images, condition reports, and clear terms of sale. Buyers can ask questions directly or schedule in-person inspections with sellers. We are helping create the relationship between our buyers and sellers. After the sale, we assist with payment, title transfers, any existing liens and pickup coordination. If a buyer needs help with transportation or logistics, we have Purple Wave Shipping to get their equipment to the right place.
E&C: What steps do you take to ensure transparency and fairness?
PW: Trust is critical in any auction environment. That’s why we don’t allow sellers to bid on their own items, and we run UCC lien searches to confirm ownership. We encourage open communication between buyers and sellers and strive to provide as much information up front as possible. Everything is handled in plain language with full visibility on fees and terms.
E&C: Are there any fees sellers or buyers should be aware of?
PW: Yes, and we’re upfront about them. Sellers typically have a simple $100 lot fee and buyers pay a buyer’s premium. These are clearly stated on every listing. There are no hidden charges or surprise costs at the end of the transaction making each sale as simple and straightforward as possible.
E&C: How quickly does the auction process move?
PW: Once equipment is listed, auctions typically run for four to five weeks. After the auction ends, buyers complete payment within a few business days, and equipment pickup is arranged shortly after. The whole process—from listing to final handoff—can be completed within four to six weeks.
E&C: What do repeat sellers say about working with you?
PW: Many of our sellers come back because the process is so easy. They don’t have to relocate equipment or chase buyers. They appreciate the transparency, the results, and the professionalism of our team. Some of our best marketing is word of mouth. We aim to finish each sale with not only a satisfied seller, but a buyer that’s confident in their business with Purple Wave.
E&C: In an increasingly digital world, how do you continue improving the platform?
PW: We’re always refining the user experience. That means smarter search tools, improved mobile bidding, stronger buyer profiles, and more personalized communication. On the backend, we’re investing in analytics to help sellers better understand asset performance and market trends. Our goal is to make the process more intuitive and insightful every year.
E&C: Any misconceptions about online auctions you’d like to clear up?
PW: A common one is that you won’t get good prices without a reserve. But we’ve seen time and again that well-marketed, accurately described items often exceed seller expectations—especially when bidders know the item will sell. Another is that online auctions are less secure. In reality, our systems and support teams are designed to make online sales just as safe—if not safer—than traditional in-person auctions.
E&C: What’s next for Purple Wave?
PW: We’re expanding our reach in both agricultural and construction markets, growing our territory sales manager team to provide a local experience, and we are also continuing to invest in technology. We’re exploring partnerships to enhance financing and logistics services. But ultimately, we’ll continue doing what we’ve done from the start: helping people move equipment efficiently, honestly, and at scale.
