Machinio: The Ultimate Global​ Search​ Engine​ ​for​ Finding​ ​Agricultural Machinery​ ​and Equipment

  • 12 April 2018 01:00:56 PM
  • Expert Insights

This post is part of our Future of Agriculture series which interviews the leading founders and executives who are on the front lines of the industry to get a better understanding of what problems the industry is facing, what trends are taking place, and what the future looks like.

The following is an interview we recently had with Dmitriy​ ​Rokhfeld, CEO and co-founder of Machinio.

1. What’s the history of Machinio? Where and how did you begin?

DR: Co-founder​ ​Dan​ ​Pinto,​ ​29,​ and I, Dmitriy​ ​Rokhfeld,​ ​30,​ ​​grew​ ​up​ ​together​ ​in​ ​Miami​ ​and​ ​created​ ​small​ ​businesses​ ​from​ ​a young​ ​age.​ ​In​ ​high​ ​school,​ ​we ​started​ ​a​ ​message​ ​board​ ​for​ ​movies​ ​and​ ​TV​ ​shows,​ ​which​ ​we​ ​sold​ ​for​ ​$10,000 before​ ​heading​ ​to​ ​college​ ​(Dan Pinto​ ​went​ ​to​ ​Northwestern and I ​went​ ​to​ ​Duke).​ ​After​ ​graduation,​ we​ ​worked​ ​on websites​ ​for​ ​different​ ​companies.​ ​​Dan ​came​ ​up​ ​with​ ​the​ ​idea​ ​for​ ​Machinio​ ​after​ ​trying​ ​to​ ​help​ ​a​ ​friend​ ​find​ ​an​ ​used printing​ ​press​ ​online,​ ​a​ ​45​-minute​ ​search​ ​that​ ​ended​ ​in​ ​frustration,​ ​and​ ​led​ ​him​ ​into​ ​building​ ​technology​ ​to​ ​crawl​ ​the web,​ ​aggregate​ ​listings​ ​and​ ​find​ ​what​ ​he​ ​needed.​​


2. What specific problem does Machinio solve? How do you solve it?

DR: Machinio​ ​solves​ ​one​ ​of​ ​the​ ​biggest​ ​pain​ ​points​ ​that​ ​buyers and sellers​ ​experience​ ​every​ ​single​ ​day:​ ​how​ ​difficult​ ​and​ ​time consuming​ ​it​ ​is​ to ​find​ ​needed​ ​equipment (buyers) and how difficult it is to find highly interested buyers fast (sellers).​ ​Solving​ ​this​ ​‘information​ ​discovery’​ ​problem​ ​is​ ​the​ ​reason​ ​we​ ​founded Machinio​ ​back​ ​in​ ​2012​ ​and​ it ​remains​ ​the​ ​driving​ ​force​ ​behind​ ​our​ ​company.​

​We​ ​understood​ ​that​ ​we​ ​could​ ​leverage technology​ ​in​ ​a​ ​way​ that is ​unheard​ ​of​ ​in​ ​this​ ​industry​ ​and​ ​aggregate​ ​millions​ ​of​ ​listings​ ​from​ ​thousands​ ​of​ ​global​ ​sellers. These​ ​days,​ ​not​ ​everyone​ ​takes​ ​the​ ​time​ ​to​ ​pick​ ​up​ ​the​ ​newest​ ​magazine​ ​or​ ​check​ ​out​ ​the​ ​latest​ ​newspaper,​ ​as​ ​some of​ ​the​ ​people​ ​in​ ​the​ ​industry​ ​might​ ​think​ ​that​ ​is​ ​still​ ​the​ ​way to get information out.​ ​With​ ​the​ ​shift​ ​moving​ ​towards​ ​digitalization​ ​and​ ​online marketplaces,​ ​we​ ​wanted​ ​to​ ​combine​ ​the​ ​quality​ ​of​ ​the​ ​local​ ​buyer​ ​with​ ​a​ ​much​ ​larger​ ​reach,​ ​and​ ​dealers​ ​have embraced​ ​technology​ ​and​ ​what​ ​it​ ​can​ ​do​ ​for​ ​their​ ​businesses.​ ​​No​ ​longer​ ​would​ ​buyers​ ​need​ ​to​ ​visit​ ​dozens​ ​or hundreds​ ​of​ ​different​ ​websites​ ​to​ ​find​ ​what​ ​they​ ​needed, nor would sellers need to be trapped in their geographical limits; ​buyers ​could​ ​start​ ​and​ ​finish​ ​their​ ​entire​ ​search​ and sellers could form fast connections with qualified buyers ​on​ ​

Currently,​ ​there​ ​are​ ​over​ ​1.2​ ​million active​ ​used​ ​equipment​ ​listings,​ ​which​ ​translates​ ​into​ ​having​ ​more​ ​listings​ ​than​ ​any​ ​other​ ​website.​ ​We​ ​now work​ ​with​ ​over 2,000 ​equipment​ ​dealers​ ​from​ ​all​ ​over​ ​the​ ​world,​ ​a​ ​lot​ ​of​ ​them​ ​leaders​ ​in​ ​the​ ​industry,​ ​to​ ​list​ ​their​ ​equipment.​ ​With that,​ ​over​ ​600,000​ ​interested​ ​machinery​ ​buyers​ ​from​ ​190​ ​countries​ ​visit​ ​​ ​each​ ​month​ ​looking​ ​for​ ​used machines​ ​and​ ​heavy​ ​equipment.​ ​​Using​ ​proprietary​ ​technology,​ ​we​ ​connect​ ​interested​ ​buyers​ ​with​ ​thousands​ ​of​ ​global sellers​ ​that​ ​have​ ​the​ ​equipment​ ​they​ ​are​ ​looking​ ​to​ ​purchase​. On a monthly basis, we make over​ ​70,000​ ​buyer and seller connections, helping accelerate the sale​ ​of​ ​the ​equipment.​​

3. What’s the future of Agriculture?

DR: Multi-generational​ agricultural ​businesses​ ​can only continue​ ​to​ ​operate​ ​successfully​ ​if they​ ​constantly​ ​adapt ​to​ ​the​ ​needs​ ​and​ ​changes​ ​in the​ ​industry.​ ​With​ ​the​ ​rise​ ​of​ ​the​ ​world​ ​wide​ ​web,​ ​buyers​ ​have​ ​more​ ​choices​ ​than​ ​ever.​ ​Whereas​ ​in​ ​the​ ​past​ ​they​ ​might have​ ​gone​ ​back​ ​to​ ​the​ ​same​ ​dealer​ ​they​ ​have​ ​worked​ ​with​ ​for​ ​years,​ ​now​ ​many​ ​will​ ​at​ ​least​ ​explore​ ​what​ ​else​ ​is​ ​out there.​ ​For​ ​agricultural leaders ​to​ ​continue​ ​growing​ ​their​ ​business​ ​into​ ​the​ ​future and thrive,​ ​they​ ​will​ ​need​  ​to​ ​stay​ ​on​ ​the cutting​ ​edge​ ​of​ ​technology​.​ The future of agriculture is a merge between technology and business, and we see that progress on a daily basis.

4. What are the top 3 technological trends you’re seeing in Agriculture?

*predictions are not set in stone, but general observations which are subject to change

Prediction #1: Technology adaption. Technology is leading the base model of almost everything in agriculture these days, from finding the equipment individuals need to operate to how a crop is inserted in the ground and harvested.

Prediction #2: Data. We see Ag leaders becoming more and more interested in understanding and utilizing data to track progress and to determine how they can optimize business performance not only locally, but also globally, and reach more buyers.

Prediction #3: Innovation. Ag leaders who focus on innovation as a core value will find success; internally and externally, efficiency and adaptability will be critical factors in how they succeed. It will be by adopting new methodologies, technologies and partnerships that they will be able to thrive. Machinio is proud to offer those things to Ag equipment dealers looking to sell their equipment. 


About Dmitriy Rokhfeld

Dmitriy Rokhfeld is the CEO and co-founder of, the fastest growing global search engine for used machinery.  Rokhfeld, a Duke alumni, has a background in consulting, user acquisition and search engine optimization. Now the co-founder and CEO of, he leads a team of millennials disrupting the $400 billion dollar used equipment industry with innovative technology.

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