“Have you checked EquiMart?” Kelly O’Connor on her new home for buying and selling horses

Showjumper Kelly O’Connor has launched EquiMart, a national online marketplace for horses, tack, horseboxes and equestrian services. HQ asked her why she built it, who it’s for and why it won’t take a cut of any sale.

If you have ever bought or sold a horse in South Africa, you’ll know how much of it still runs on who you know. It often requires a call to a trainer, a message to a friend, a post in a group, or a name passed along at a show. When it works, it works well, but when it doesn’t, the right horse and the right rider can be a province apart and never hear of each other.

Kelly O’Connor has spent her career at the top end of the sport, and for much of it she has been one of the people others phone when they’re looking to buy or sell. Now she has set out to put that network online. We spoke to her about what EquiMart is, how it works and what she hopes it will become.

HQ: What is Equimart?

Kelly: EquiMart is a new online marketplace that I co-founded with my partner, Anton van Wyk. By combining my experience in the equestrian industry with Anton’s expertise in website design and development, we’ve created a platform aimed at making buying, selling and advertising within the equestrian community simpler, easier and more accessible.

HQ: What inspired you to start EquiMart?

Kelly: AThroughout my career, I’ve constantly been approached by people looking to buy or sell horses. Often, I’d know of a fantastic horse that could suit someone perfectly, but connecting the two wasn’t always easy.

I realised there was a real need for one central platform where buyers could browse horses from private sellers, trainers and professional dealers alike.

Word of mouth is great, but it only reaches so far. EquiMart was created to bridge that gap and connect the right horses with the right riders.

HQ: Who is EquiMart for?

Kelly: EquiMart is for the entire equestrian community!

While horses are our main focus, the platform also caters for tack, horseboxes, trucks and equestrian services, from transport companies to insurance providers.

Whether you’re a private seller, professional dealer or equestrian business, EquiMart gives you the opportunity to reach a wider audience.

Our vision is to create a one-stop marketplace for everything equestrian-related.

HQ: What services does EquiMart offer?

First and foremost, we’re a marketing platform. Our goal is to give horses, products and services maximum exposure to the equestrian community through targeted advertising, including our upcoming EquiLive campaign at the KPC Grand Prix show.

We also offer consultations for buyers and sellers needing guidance.

Having represented Ireland and South Africa internationally, won two SA Adult Showjumping Championships, the SA Derby and the FEI World Cup Series in South Africa, I’ve spent much of my career producing, buying and selling horses.

We also work with attorney Tamara Stork, who has experience in equestrian contracts, horse sales, leases and disputes.

Together, we aim to make the process easier and more transparent.

HQ: Why was having no commission so important to you?

Kelly: Horse prices have increased significantly, and with commissions of around 10% being common in our industry, costs can quickly escalate, particularly when multiple parties are involved.

We didn’t want EquiMart adding another commission to the transaction.

Our job is to connect buyers and sellers, not take a percentage of their sale.

From January 2027, we’ll introduce a subscription-based advertising model instead, keeping the process simple, transparent and affordable.

HQ: How do you encourage honest listings and protect buyers?

Kelly: Trust is incredibly important to us.

We actively monitor listings and investigate any concerns raised. We also believe introducing subscription fees in January will help deter fraudulent advertisers who often take advantage of completely free marketplaces.

Of course, no platform can eliminate every risk, which is why we encourage buyers to do their homework.

For anyone needing additional guidance, we offer consultations and access to professional legal advice through Tamara Stork.

Our aim is to create a marketplace where buyers and sellers can transact with greater confidence.

HQ: Can people start listing on EquiMart now?

Kelly: Absolutely! EquiMart is live and ready to use!

We’ve made the website as user-friendly as possible, whether you’re a private seller advertising one horse or a professional dealer creating a yard profile with multiple listings.

To celebrate our launch, we’re offering five free listings until 31 December 2026, with subscription fees only coming into effect from January.

We encourage everyone to jump on, explore the platform and take advantage of the free advertising!

Visit equimart.co.za to get started.

HQ: Where would you like EquiMart to be a year from now?

Kelly: I’d love EquiMart to become the Property24 of the equestrian world!

A trusted, go-to platform where buyers can browse horses from dealers, trainers and private sellers across the country, all in one place.

No more searching endlessly or relying purely on word of mouth.

I want EquiMart to become an active part of our equestrian community, making buying, selling and finding services easier for everyone.

If someone’s first thought when looking for a horse is, “Have you checked EquiMart?”, then we’ve achieved what we set out to do!

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Browse or list at equimart.co.za.