What a fantastic milestone to reach just in time for summer 2025. One million customers!

“It’s hard to grasp how far we’ve come since 2011, when just a handful of Swedish auction houses joined forces on our newly launched online platform,” says Niklas Söderholm, CEO and founder of Auctionet.

“We started with a strong belief that traditional auctions would find their place in the digital world. Today, we’re the largest auction marketplace in Europe, with thousands of items listed each week and a community of enthusiasts that just keeps growing.”

To mark the occasion, we’re celebrating with our customers and getting to know the member who will always have a special place in Auctionet’s story: Cecilia - customer number 1,000,000.

Meet Cecilia, Our One-Millionth Customer

Cecilia was happily surprised when we got in touch with the news and a special gift, though she initially found it hard to believe.

Cecilia Emtehag became customer number 1,000,000 in early summer.

“I’ve never won anything before,” she said. “At first I was a bit sceptical and had to double-check it was legit. But once it sank in I was thrilled, what a lovely surprise! Now I’m really looking forward to discovering more great finds.”

Cecilia lives in Stockholm, Sweden with her husband and their five-year-old daughter. She has a strong interest in form and function, something she explores daily in her role as a store designer, where she develops retail concepts.

In Search of the Perfect Sideboard

Cecilia describes herself as someone who loves interior design and home decor, but not a collector in the traditional sense. Right now, she’s searching for a sideboard or chest of drawers for the living room, though she’s not entirely sure what style she’s after.

“I’ll know it when I see it,” she explains. “The dimensions are probably the most important thing, and that it has a bit of soul.”

It was this search that led her to Auctionet. Like many others, she found the site through a Google search.

“I rarely click on sponsored links,” she says, “but a lovely sideboard from Auctionet popped up, and that was the first time I clicked through to the site. Then, somehow, I ended up bidding on an oriental rug instead, and that’s how I became a customer. And I’m glad I did!”

She placed her first bid on an oriental rug

It wasn’t just the range of items that appealed to Cecilia, it was the overall feel of the site.

“It felt safe and easy to use. I liked how straightforward it was to navigate, and I really appreciate the emails suggesting similar items. It makes the search easier, especially when you’re not quite sure what you’re looking for, or what it’s called,” she adds.

From our CEO Niklas Söderholm: “Thank You To All Our Customers”

Niklas Söderholm – CEO and founder of Auctionet

One million customers – how does that feel?

“It honestly feels both enormous and deeply personal. One million customers means we’ve built something that people genuinely want to use, and not just once, but time and again. It’s a clear sign that Auctionet meets a real need, and that makes me both proud and humbled.”

What comes to mind when you hear the number one million?

“I think of all the small moments that led to this point. Every new customer is someone who got curious, found something they loved or maybe sold something they once cherished. It’s easy to talk about growth in numbers, but for us, it’s really about relationships. One million customers means one million stories and we’ve been lucky enough to be part of them.”

“Thank you to all our customers,” he adds. “It’s your curiosity, your eye for the unique, and your love for objects with history that make Auctionet what it is today.”