ATG’s Global Auction Platform White Label sees quick take up in the market


ATG continues to help auctioneers grow and develop their businesses, with its Global Auction Platform (GAP) White Label now live on the websites of over 30 auction houses.

GAP White Label was launched in December 2018 to give auctioneers bidding functionality on their own website alongside their listing on ATG’s unrivalled international marketplaces.

UK auction houses now using ATG’s GAP White Label include Sworders, Forum Auctions, Chiswick Auctions, Sanderson & Weatherall, Eddisons, Reeman Dansie and Cheffins.  A further 10 auction houses have signed up to go live in the next month.

ATG CEO John-Paul Savant commented: “As online bidding continues to grow, auctioneers are increasingly seeking solutions that improve back-end functionality and expand bidder reach whilst supporting their own brand and business growth. GAP White Label does just that, allowing auctioneers to host and broadcast live and timed auctions on their own websites at the same time as listing on ATG’s marketplaces. Auction catalogues and bidders are managed from the same location for both white label and portal, so the auctioneer does not have to duplicate their efforts.”

Chiswick Auctions went live with’s GAP White Label in April. Dr James Peake, Head of Ceramics and Glass at Chiswick Auctions, said:

“At Chiswick we wanted a white label that helped to support our distinct brand and business. We investigated several white label solutions and decided on GAP White Label as it not only allowed us to tailor the site to reflect our design requirements but functionally also gave us the features we need end to end, and offers a seamless process for our teams.

“The set-up of GAP White Label was simple, managed by a specialist white label team who spent time with us to ensure they understood our needs and were on hand if there were ever any queries.

“GAP White Label has allowed us to hold auctions on both our own site and with one operator, one backend system and gives us access to all our data in one centralised place. Additionally, it fed in to’s existing client database and bidder vetting system, meaning we didn’t have to invest resources into vetting our own bidders which ultimately reduced the number of defaulted payments. We now have our own white label without any additional admin and haven’t had to change any of our processes. As Toolbox is a familiar system to our staff we didn’t need to invest any time or resources into training staff on a new system. We’re looking forward to GAP White Label supporting our continued growth.”

GAP White Label enables the auctioneer to decide the online premium they wish to charge. All bidders go through ATG’s bidder verification and security checks for fraud prevention.

GAP White Label also reduces auctioneers’ workload: on auction day one clerk and one laptop is needed to broadcast auctions simultaneously on the auctioneer’s website and the portal with ATG providing full technical and bidder support. Importantly, the auctioneer owns the data – both registered bidders, successful bidders and underbidders.