CarDoor launches seller marketplace built on real-time bidding 

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, the new platform allows sellers to list vehicles and have a series of verified auto dealers compete to buy them, taking a market-value approach to vehicle sales. The new platform marks a distinct pivot for the company, which will no longer offer vehicles for sale to consumers and will instead focus entirely on the wholesale market, connecting inventory from sellers with dealers.

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 away from consumer-facing sales and toward a market-backed wholesale model is underpinned by insights its leadership says have stood out throughout its tenure. Namely, concerns that 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. 

Vasta said that the move to dealer-facing sales has already contributed to the company’s growth, with customer transactions rising 300 percent since CarDoor began testing MarketCheck. The company did not share its current valuation or recurring revenue.

Final thought: Founded in 2021, CarDoor has been an emerging player in the online auto 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, growing its inventory into the largest online used-car repository in Ontario. The company is looking to expand into other Canadian provinces next year.

CORRECTION (06/08/2026): This article has been updated to reflect that CarDoor is no longer involved in consumer-facing automotive sales and has pivoted entirely to wholesale, dealer-facing sales.

Feature image courtesy Unsplash. Photo by Matt Alaniz.