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Dealerdirect operates as an online vehicle recommerce platform, functioning as an intermediary between private car sellers and a network of professional dealers. The company was founded on March 3, 2006, by Niels Oude Luttikhuis and Vincent Stevens. The initial idea, launched as Woocks.com, struggled to gain traction, prompting a swift rebranding to ikwilvanmijnautoaf.nl a few months later.

Niels Oude Luttikhuis brought automotive industry experience to the venture, having worked in his father's car business and even co-launching a KIA dealership with his brother in 2003, which ultimately failed. This experience shaped his desire to create a business model without the burdens of physical inventory and showrooms. Vincent Stevens, a student with a passion for technology at the time of founding, complemented Niels' industry knowledge. Their collaboration aimed to address the perceived lack of transparency and efficiency in the communication between private vehicle sellers and dealerships.

The business model is a consumer-to-business (C2B) platform where private individuals can list their vehicles for sale. These listings are then presented to a closed network of thousands of affiliated and vetted car dealerships. The platform generates revenue by charging a commission or fee to the purchasing dealer upon a successful transaction; the service is free for the private seller. This approach connects a fragmented private seller market with a concentrated pool of professional buyers.

The core service for private individuals is a streamlined process to sell their cars, motorcycles, campers, or caravans without direct negotiations. Users submit their vehicle details and receive an offer, typically within 24 hours, from the network of dealers. If the seller accepts the offer, Dealerdirect facilitates the connection with the buyer to finalize the transaction. For dealers, the platform provides a consistent source of used vehicle inventory. A key milestone occurred in 2015 when the company received an eight-million-euro investment from Prime Ventures and Rocket Internet to fuel European expansion. This led to significant growth, including expansion into Belgium in 2011 and Germany in 2013, and the opening of new offices.

Keywords: online car marketplace, vehicle recommerce, C2B automotive, used car sales, dealer network, automotive platform, vehicle auction, private car selling, Dealerdirect, automotive brokerage