THE first live online livestock auction in mainland UK is being launched in Cumbria by Harrison & Hetherington.

The company says the American system will be a shop window for customers wherever they are in the world, allowing them to watch the auction from their smart phones, tablets and computers and bid in real time.

The technology allows online bidders to view livestock in the ring at the same time as people at the mart. It is currently being trialled and will be used for the first time at the Borderway sale in Carlisle on December 6.

Harrison & Hetherington says it has invested thousands of pounds to bring Xcira Online Ringman to the UK from the USA.

To ensure that bidders don’t miss out, wherever they are and whatever they are doing they can also download the auctioneer app for iPhone - the world’s first smartphone app for live online livestock bidding.

Harrison & Hetherington operations director, David Pritchard, said: “Over the last few years we have invested heavily in our seven marts in northern England and the Scottish Borders to provide buyers and sellers with the very best facilities.

“The new online live bidding system really creates a mart fit for the 21st Century, where bidders anywhere in the world can see livestock in the ring and compete in real time with bidders at the mart.

“We are expecting the technology to benefit not just buyers, but also for vendors, by creating a wider customer base interest. The bid button is real time, so the second you have a bid it goes to a clerk in the sale ring, who will place your bid exactly like a telephone bid. The camera and audio are always delivered sub-one second, so you are not behind in the bidding.

“You can now literally bid from the comfort of your armchair, while seeing and hearing exactly what people at the ringside are able to.”

One farmer welcoming the new system is Jonathan Watson, of Bowsden Moor, Berwick-on-Tweed, who said: "This is a significant benefit to me as a regular pedigree livestock seller through Harrison & Hetherington. Customers who are unable to attend the auction either because of other commitments, or distance, can now bid for my animals and view them in real time therefore significantly increasing our range of potential buyers"