SOMO, Sotheby’s Motorsport’s online auction platform, wrapped up 2025 with impressive growth, underscoring a major shift in the global collector-car market toward digital transactions. Built by the team behind RM Sotheby’s, SOMO now dominates at the high end of the online marketplace, driven by industry-leading average transaction values and a rapidly expanding international community.
CEO Brian Finster highlights, “The market is evolving fast. Online sales of high-value collector cars grew double digits again this year, with increasing buyer participation and transaction volume. SOMO’s growth reflects this swift digital transformation at the top of the market.”
In 2025, SOMO averaged transaction values over $177,000 and recruited over 28,000 active users, a 75%+ increase year-over-year. These numbers demonstrate how digital platforms are becoming the primary channel for discovering, valuing, and acquiring significant collector automobiles, with momentum set to continue into 2026.