Canadian online auto retailer CarDoor has launched a new platform that it says allows free-market competition to price its sales offers.
The news: Dubbed MarketCheck, CarDoor’s latest offering acts as an online portal, circulating a seller’s vehicle to a series of verified auto dealers who then compete to buy it. The new system is a departure from CarDoor’s previous methods, which utilized AI to algorithmically validate dealer offers. The company told BetaKit it has moved away from its old model entirely.
From the source: “Consumers could always sell their car on CarDoor. What’s changed is how we price it,” Imran Vasta, CarDoor’s president and co-founder, said in an email to BetaKit. “Before MarketCheck, we gave a single offer based on our own assessment, similar to what other car selling platforms do today. MarketCheck replaces that guess with real dealer demand.”
The context: CarDoor’s pivot toward a market-backed method of appraisal is underpinned by insights its leadership says have stood out over its tenure. Namely, concerns that after-market auto sales by consumers were plagued by confusion and difficult processes. The company has gone as far as to commission its own research on public opinion around the car-selling process in Canada, which it claims show more than half of consumers reporting negative experiences while selling a vehicle.
BetaKit reached out to CarDoor to ask what growth has looked like for the company since it took in $3 million CAD seed financing, and whether the company could disclose revenue figures and valuation, but we have not yet received a response.
Final thought: Founded in 2021, CarDoor has been an emerging player in the online auto retailing space, but has historically been eclipsed by some of its more profitable competitors. In recent years, however, the venture-backed company has made significant market strides, despite being active solely in Ontario. In 2025, it reached a revenue milestone of $100 million, and has grown its inventory into the largest online used-car repository in Ontario. With MarketCheck, CarDoor will be able to serve the full value chain of the auto retailing market as it looks to expand into other Canadian provinces next year.
BetaKit’s Prairies reporting is funded in part by YEGAF, a not-for-profit dedicated to amplifying business stories in Alberta.
Feature image courtesy Unsplash. Photo by Matt Alaniz.