Ramming Home the Benefits of Online Selling

13 July 2022
An article by  Teeah Bungey  | Words by Person Name  | Photography by Person Name

AuctionsPlus seedstock ram sales have grown significantly in recent years, hitting 48,100 head for the most recent 2021-22 financial year – up from 4,128 head in 2017-18. With multiple packages to suit all seedstock producers, AuctionsPlus connects buyers nationwide across all forms of auctions, from online only sales through to live video streaming. 2021-22 registered a total of 390 ram sales held online – jumping 42% on the previous year.

In recent years, the sheep industry has placed an increased focus on meat production and flock rebuilding, with the frustrations of wool production well publicised. As such, it comes as no surprise that the Composite and Australian White breeds have experienced the biggest lift in ram numbers listed online. Since 2018, Composite listings have increased from only 36 head in 2017-18, to 3,906 head in 2021-22, while Australian White ram listings have increased from 23 head to 1,889 head in 2021-22. While shedding and British breed rams have seen the biggest year-on-year percentage increases since 2018, the Poll Merino breed has seen the highest number of rams sold on AuctionsPlus, totalling 23,042 head over the period.

Ramming Home the Benefits of Online Selling - MarketPulse 1

2021-22 saw the total transaction value of AuctionsPlus ram sales surpass $121 million, while the average online gross per sale was $314,664.

Reviewing pricing results, it’s no surprise that the Australian White breed took out the highest average online sale price in 2021-22, at $6,873/head (figure 2) - in a year when commercial records for the breed were continually broken.

Ramming Home the Benefits of Online Selling - MarketPulse 2

Looking at clearance rates for the top seven breeds listed online in 2021-22, Australian whites were at the front of the flock at 94%, followed by 91% for Poll Dorset rams – with the average for the seven breeds at 85%.

Ramming Home the Benefits of Online Selling - MarketPulse 3

The last four years has consolidated demand for improved sheep genetics, as producers across the country have become more willing to look further than their local area. On average since 2018, 61% of online purchases have travelled interstate, with 2021-22 seeing 51% of purchases head interstate.

Ramming Home the Benefits of Online Selling - MarketPulse 4

With the 2022 spring selling season fast approaching, bringing with it an influx of seedstock sales to AuctionsPlus, the question remains as to the impact the season and continued rebuilding phases for the industry will have on sales. Will 2021’s record breaking prices be beaten?


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