It is incredibly common for Australian business owners to mix up the names of the two major business-for-sale platforms when preparing to hit the market.
On one hand, you have BusinessForSale.com.au (that's us!), an exclusively Australian platform with a legacy stretching back to the 1980s.
On the other, you have australia.businessesforsale.com, the local arm of a massive, globally-focused network.
Because the names are nearly identical, it is very easy to get them confused.
This guide will objectively break down the deep differences in history, service models, and pricing of both platforms so you can confidently choose the right home for your business listing and secure the best possible exit.
[Image: An Australian business owner shaking hands with a buyer to finalize a sale]
When choosing where to list your life's work, the details matter. Let's look closely at the numbers and history behind both platforms.
Origins & Focus We are 100% Australian owned and operated, proudly based right here in Sydney. Our story started in 1989 when we helped one local Sydney man sell his business. Over the last 37 years, we have had the privilege of assisting 158,023 business owners across Australia. We became the largest-selling Business For Sale magazine in the country during the 90s before launching our first website in 1995.
The competitor, BusinessesForSale.com, began a bit later in 1996 as an online bulletin board. While they are still family-run, they operate on a massive international scale, offering a standardized platform that covers 145 countries and currently holds 57,851 live businesses for sale worldwide.
The Buyer Networks The size and quality of a platform's audience directly impact how fast you can sell. The competitor boasts a massive global database of 1,125,463 business buyers, with an average of 1,014,943 buyers searching their site monthly. Within that massive global pool, they have 107,056 buyers registered specifically in Australia.
In contrast, our platform is laser-focused on the domestic market. We are trusted by over 153,000 active buyers and sellers specifically looking to do business in Australia. We currently host $4.3 billion in total business value across 9,622 active listings, generating over 8.6 million page views a year. Because we only deal with the Australian market, our traffic consists of buyers genuinely looking to acquire local businesses, rather than international window-shoppers.
Core Features & Marketing Support
Marketing Channels: Beyond the Bulletin Board If you list on a standard global directory, your success relies almost entirely on passive search engine volume. We believe in proactive matchmaking. We use specialized technology called BusinessRadar, which actively matches your listing to buyers based on their specific industry and location preferences, sending them alerts so you never miss a match.
Furthermore, because of our 35+ year legacy as a magazine and digital brand, our Professional and Concierge packages include multi-channel promotions. We don't just put your business on a webpage; we feature it in our Digital Magazine, include it in our Buyers Email Newsletter, and promote it to our 20,000+ social media followers.
The "Skin in the Game" Guarantee vs. "Test the Market" This is where the service models truly diverge. The competitor offers a "Test the Market" feature, allowing you to advertise your business for 20 days. However, it is important to know that buyer contact details will not be provided to you during this trial until you pay to advertise.
At BusinessForSale.com.au, we back our performance with our own cash. Our Professional and Concierge sellers are backed by our 120-Day Buyer Guarantee. If you don't find your buyer in 120 days, we will invest $1,000 of our own money to boost your listing for free. We are the only platform in Australia that puts our own money behind your success—no extra fees, just results.
Pricing & True Value Analysis
Both platforms allow you to sell privately and avoid traditional commission fees. A traditional business broker will typically charge a 5-12% commission on your sale. By empowering you to sell privately through a DIY or full-service listing, we help you keep that money—potentially saving you up to $100,000 in fees.
Here is how the upfront listing investments compare:
BusinessesForSale.com (Competitor) Pricing:
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1 Month: $199 AUD.
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3 Months: $299 AUD.
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6 Months: $399 AUD.
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The Approach: Their model offers a highly cost-effective, quick setup—you can be live in under 10 minutes. This is ideal if you want a basic listing on a large global site and are completely comfortable handling 100% of your own marketing.
BusinessForSale.com.au (Us) Pricing:
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Starter ($688 + GST): Designed for side hustles or small businesses, offering 3 months of exposure with unlimited edits.
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Professional ($880 + GST): Our most popular package covers 6 months and includes over $1,100 in bonus value. This tier includes a professionally written ad to attract serious buyers, inclusion in our newsletter and magazine, social media promotion, and the 120-Day Buyer Guarantee.
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Concierge ($2950 + GST): A premium, zero-hassle option where we list your business until sold across 5 top platforms, securing premium placement so you can focus entirely on running your business while we handle the advertising.
The Value: We aren't just selling digital ad space. Whether you're passing on a beloved local café or transitioning out of a growing enterprise, our goal is to give you the tools of a professional broker without the massive commission cut. We provide step-by-step guidance, a simple 10-step guide with checklists, a free Exit Guide, and even a free 15-minute Exit Strategy Call with our senior Exit Coach, Sam. We partner with you to ensure your business is presented perfectly to the right local buyers.
Pros & Cons
BusinessForSale.com.au (Us)
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Pros:
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100% Australian-owned with a massive local network of 153,000+ active buyers and sellers.
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Unmatched 120-Day Buyer Guarantee puts $1,000 of our own cash on the line to ensure your success.
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Proactive marketing that pushes your listing through newsletters, social media, and our digital magazine.
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Saves you up to $100,000 in broker fees by empowering you to sell privately with deep, guided support.
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Cons:
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Higher upfront starting price than standard international directories.
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Strictly local focus means it is not the ideal platform if you are exclusively targeting overseas corporate buyers.
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Selling privately requires a willingness to follow our guides and reply to buyer emails.
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BusinessesForSale.com (Competitor)
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Pros:
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Massive international footprint with over 1.1 million buyers globally.
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Very low initial cost for short-term (1-month) listings.
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"Test the Market" option lets you gauge initial traffic before paying to unlock buyer details.
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Cons:
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International focus can mean competing for attention against 57,000+ global listings.
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No financial guarantee or safety net if your listing fails to perform.
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Less hands-on marketing support; relies primarily on buyers searching the database.
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The Final Verdict
Choose BusinessForSale.com.au if... You are an Australian business owner who wants a deeply supported, local partner who actively works to match you with serious buyers. If you want your listing marketed across magazines and social media, value a platform that guarantees its results with its own cash, and want to keep your hard-earned equity by saving on broker fees, we are ready to help you write your next chapter.
Choose BusinessesForSale.com if... You have a very tight initial budget, only want to test the waters for a single month, or are selling a highly specialized business that specifically requires reaching a broad, global audience.